Thursday, February 20 2025

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J'son & Partners: The construction of the operator's strategy in the context of the growth of smartphone penetration

The company J'son & Partners Consulting presented a summary of the study of global experience in building operator strategies in the context of growing penetration of smartphones, where it is noted that in developing countries the parity of voice and non-voice revenue has not yet been reached. In a number of developed markets, where in 2011 revenues from voice as the main operator services are actually equal the revenues from non-voice services, there is cannibalization revenues from basic services OTT players.

Typically, the owners of smartphones generate, on average 50 times more traffic than a regular phone owners. Therefore, it is on smartphones now account for the bulk of the traffic in service provider networks worldwide. At the same time, the growth in revenues from data transmission due to increased penetration of smartphones, as a rule, does not compensate for the fall of the operator's revenue from traditional services (voice, SMS).

For Russia, such trends are typical of emerging markets, as the dominance of revenues from voice services and SMS and the relatively low share of revenues from data transmission - no more than 16% of operating revenues. At the same time, the smartphone market is actively developing at the expense of reducing the average cost of devices and the beginning of their dominance in the new low-end segment (up to 5 thousand rubles.), And through the active work of operators with vendors, and development of joint proposals with its own retail availability of budget devices.

The critical level of penetration of smartphones, followed by OTT services will play a significant role in reducing the operator's revenue from traditional services, estimated at 35-50%. At the same time, the experience of other developing countries, it can be concluded that, even at a relatively low level of penetration of smartphones (10-20% vs. 50-70% for developed markets) and their owners seek to cut costs and to communicate more heavy use of OTT services.

In these circumstances, the Russian operators are beginning to develop and implement their own OTT services to obtain the experience that they will come in handy in a few years that, in general, consistent with global trends.

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