As the Mobility industry converges upon Mobile World Congress in Barcelona this week, I wanted to talk to you about subjects we will all be talking about at MWC – monetization, optimization, and the video experience.
There’s been considerable speculation about the demands that are placed on today’s mobile infrastructure and how rocketing traffic volumes will impact the network operator’s business model.
We decided to explore service provider’s expectations for the ongoing development of the mobile Internet. More specifically, their thoughts on monetization and network optimization, especially around bandwidth-intensive applications, like mobile video.
So we commissioned a market research study that was recently performed by Heavy Reading. Based on interviews with over 50 mobile operators from around the world (the interview subjects did not know that this was a Cisco-sponsored survey), here is a summary of what they told us (full report embedded at the end of this post):
Charting a Profitable Growth Strategy
- Growing an active, paying, mass market mobile broadband subscriber base is seen as a pre-condition for more sophisticated monetization strategies.
- Operators view “Tiered Services” as the most attractive monetization use case. This is especially the case in HSPA+ and LTE networks which now have enough capacity that operators can start segmenting their service offerings.
- Other use cases that operators can use to drive data penetration and usage were also favorable viewed, e.g., group data plans and session/day pass or other time-based charging services.
- Models that can help meet the dual goals of subscriber growth and generate better yield from existing and higher-end subscribers are most attractive. Maintaining a balance between those two objectives is, of course, preferred.
Tags: analysis, growth strategy, heavy reading, mobile internet, mobile video, monetization optimization and videoscape experience, move, next generation mobile network, research, ROI, Service Provider