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Highlights the importance of Data, Devices and OTT play in the future growth of the industry and why Operators need to come up with a Devices and OTT business strategy and operating model.
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India Mobile market 2014 - 2020
A $28 Billion incremental annual revenue opportunity at stake…
half of which is in Devices / OTT which today is outside Operator scope
Saravanan SFreelance Consultant – Telecom Strategy & [email protected]
3 Oct 2014
The Indian Mobile market will grow from the current $37 Bn in 2011 to somewhere between $55 Bn to$75 Bn by 2020, based on Economy, Regulatory climate, Competition and Operator Strategy /investments
The relative growth by the key Industry Revenue Drivers – 2020 vs. 2013. Data – 3 / 4G along with SmartDevices and OTT will drive this growth. Devices + OTT will be as / more important than Data standalone.
Regardless of scenario, Voice share of Spend will drop to below 50% while OTT and Data sharegrow by 10% each.
Key Take away … Operators who come up with a proper Device and OTT business strategy canget to share in the $22 Bn annual revenue opportunity. (Optimistic scenario $28 Bn p.a.)
Operators by leaving out Devices and OTT play from their business model will forfeit close to
$22 Bn in total annual revenues (out of $64 Bn total 33%) – Devices $14 Bn and OTT $8 Bn
$13 Bn in incremental annual revenues (out of $28 Bn total~50%) – Devices +$6 Bn and OTT +$7 Bn.
As things stand, Indian Mobile Operators do not seem to have a clear strategy or business model that addresses these twoopportunities
Indian Mobile operators need
For Device Opportunity space
invest in Online and Physical Front office / Retail infrastructure and operations including Own / Franchise /Dealership operations
Develop a top 20% by Value & 2 year plus AON customer credit profiles – both postpaid and prepaid – and comeup with a Consumer finance program for Smart phones / Devices for credit worthy customers
Build own or partner for device 2-way supply chain management
Potentially look into device insurance / device maintenance / repair-replace managed services businessopportunity as well.
Review and develop innovative Service – Device bundling options and pricing strategies
For OTT opportunity space
Develop a clear Partnering Value Proposition and Strategy for OTT business – including Customer Aggregation; Bill-Pay-First line local Care; Local Advertiser Aggregation; Product Localisation; Language support; User Groupanalytics; Special QoS deals; Local Data Center / CDN Infrastructure deals; Cloud service options; etc…
Develop a Revenue sharing business model for OTT partners
Create a Venture Fund / Mentoring business team for home grown / local area apps developer forum / community
Work out a viable Operator-Competitor partnering approach to developing the Indian OTT economy.
Indian Mobile Industry – Total annual Spend on Connectivity + Devices + OTTTrends and Optimistic Projections $37 Bn in 2013 to $75 Bn in 2020
OTT Rev growth =$10 Bn (from $1 Bnto $11 Bn.
Device Rev growth= $8 Bn (from $8Bnto $16 Bn) – all of itfrom Smartphones
Data Rev growth =$15 Bn (from $5 Bnto $20 Bn).
Voice Rev Growth =$6 Bn – primarilydue to populationgrowth and basepenetration in lowend segments
Indian Comms Industry – Share of Wallet by Expenditure head – Optimistic Scenario
Indian Mobile Industry – Total annual Spend on Connectivity + Devices + OTTTrends and Realistic Projections $37 Bn in 2013 to $64 Bn by 2020
OTT Rev growth =$7 Bn (from $1 Bnto $8 Bn.
Device Rev growth= $6 Bn (from $8Bnto $14 Bn) – mainlySmartphones
Data Rev growth =$10 Bn (from $5 Bnto $15 Bn).
Voice Rev Growth =$5 Bn – primarilydue to populationgrowth andpenetration in lowend segments
Indian Comms Industry – Share of Wallet by Expenditure head – Realistic Scenario
Indian Mobile Industry – Total annual Spend on Connectivity + Devices + OTTTrends and Realistic Projections $37 Bn in 2013 to $55 Bn by 2020
OTT Rev growth =$5 Bn (from $1 Bnto $6 Bn.
Device Rev growth= $4 Bn (from $8Bnto $12 Bn) – mainlySmartphones
Data Rev growth =$6 Bn (from $5 Bnto $11 Bn).
Voice Rev Growth =$4 Bn – primarilydue to populationgrowth andpenetration in lowend segments
Indian Comms Industry – Share of Wallet by Expenditure head – Pessimistic Scenario
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