Upload
24x7-comunicacao
View
862
Download
1
Embed Size (px)
DESCRIPTION
Estudo elaborado por Quantinet sob encomenda da Acision aponta grande potencial de crescimento da banda larga móvel no Brasil e desafios para a qualidade de entrega do serviço por parte das operadoras de telefonia móvel.
Citation preview
© 2010 Acision BV. All rights reserved Version No: 1.0 / Status: FINAL
Seizing the opportunity in Mobile BroadbandSteven van Zanen
© 2010 Acision BV. All rights reserved
Version No: 1.0 / Status: FINAL
Key takeaways from our research
© 2010 Acision BV. All rights reserved Slide Number: 2
1. Major opportunities exist today with e.g over 6 million
consumers ready to start using mobile broadband now
2. Pricing is a probable inhibitor for growth and seen as a
key dissatisfier for 55% of Brazilians
3. Relatively comparable satisfaction levels compared to
the US and UK, but moving forward Brazilian operators
should deploy key capabilities to manage QoE levels
in an exponential growth situation
Version No: 1.0 / Status: FINAL
Agenda
© 2010 Acision BV. All rights reserved Slide Number: 3
1. Acision & QuantiNet
2. Counting the cost of data
3. The Brazil consumer perspective
4. Comparisons with UK and US markets
5. Preparing for growth
6. Seizing the opportunity
Version No: 1.0 / Status: FINAL
Example implementations
Slide Number: 4
DATA
• Operator: Convergent
operator in Asia Pacific
• Size: 20Mn+ mobile
subscribers
• Need: Lacked sufficient
insight in network, service
and subscriber behaviour
• Scope: Traffic analysis and
reporting consultancy
CONTENT
• Operator: Convergent
operator in AsiaPacific
• Size: 8 Mn+ mobile
subscribers
• Need: Optimise video and
web traffic to improve QoE
and reduce traffic
• Scope: Web and Media
Optimisation
CONTROL
• Operator: Global telecoms
group
• Size: 16 operators, incl.
80Mn+ subscribers
• Need: Differentiate QoS
based on rich context e.g.
subscriber identity, network
conditions etc.
• Scope: Policy Management
© 2010 Acision BV. All rights reserved
Version No: 1.0 / Status: FINAL
Agenda
© 2010 Acision BV. All rights reserved Slide Number: 5
1. Acision & QuantiNet
2. Counting the cost of data
3. The Brazil consumer perspective
4. Comparisons with UK and US markets
5. Preparing for growth
6. Seizing the opportunity
Version No: 1.0 / Status: FINAL
Enormous untapped potential in Brazil
© 2010 Acision BV. All rights reserved Slide Number: 6
Perception of non-mobile internet consumers
66% of consumers
(44 million) with
access do not use
mobile internet
6.1 million (14%)
consumers are
considering the
service now
7.3 million (16%) are
simply unaware of
the advantages or
services Source: Sept 2010 Quantinet research commissioned by Acision N=1506
55%
31%
14% 13%11%
6% 5%
0%
10%
20%
30%
40%
50%
60%
Tooexpensive
No need Considering it Not reliable see noadvantages
not availabefor me
Don’t know services
Version No: 1.0 / Status: FINAL
The Mobile Internet Story So Far
HSDPAEDGEGPRSCSD HSDPA+ LTE LTE-A ?
2000 2004 2008 2010 2012 201620142002
CUSTOMER PENETRATION
TR
AF
FIC
VO
LU
ME
Acquisition strategies
• All you can eat
• FUP
• Fixed price
• iPhone
Acquisition strategies
• Capacity upgrades
• Data caps
• Tiering
• Transaction pricing
• Content mediation
Pricing is the trigger
Usability is the prerequisite
© 2010 Acision BV. All rights reserved Slide Number: 7
Version No: 1.0 / Status: FINAL
Traffic growth & Quality of Experience
EXPLOSIVE TRAFFIC GROWTH
• Investment in network and control
infrastructure is massive
• Video, with 66% of traffic, requires
new capability and scalability levels
Source: Cisoc Visual Networking Index - 2010
QUALITY OF EXPERIENCE
• Traffic volumes are causing
congestion and QoE issues
• Quality of Service already challenge
• Getting and staying connected biggest
challenge
• Speed >70%, high impact on video QoE
Source: Sept 2010 Quantinet research commissioned by Acision
Brasil QoE Issues
© 2010 Acision BV. All rights reserved Slide Number: 8
75% 73%68% 67%
51%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Low speeds Noconnection
Stayconnected
No coverage Low imagequality
Never
Version No: 1.0 / Status: FINAL
Impact on Customer satisfaction
HSDPAEDGEGPRSCSD HSDPA+ LTE LTE-A ?
2000 2004 2008 2010 2012 201620142002
CUSTOMER PENETRATION
TR
AF
FIC
VO
LU
ME
CU
ST
OM
ER
T S
AT
ISFA
CT
ION
Trigger
(inflated) expectations
disillusionment
Enlightenment &
Productivity
Free Wi-Fi access for
smartphone
subscribers
cellphone-service
complaints surge; iPhone
traffic may be culprit
Per day
Broadband
pricing
introduced
Google and Verizon propose
web traffic rules
Version No: 1.0 / Status: FINAL
Agenda
© 2010 Acision BV. All rights reserved Slide Number: 10
1. Acision & QuantiNet
2. Counting the cost of data
3. The Brazil consumer perspective
– Research background
– Quality of Experience & Satisfaction
4. Comparisons with UK and US markets
5. Preparing for growth
6. Seizing the opportunity
Version No: 1.0 / Status: FINAL
Acision/QuantiNet research
© 2010 Acision BV. All rights reserved Slide Number: 11
Data collection Via Internet using a questionnaire structured on the web (self application). People selected based on QuantiNet. People selected are contacted by e-mail.
Period Applied between August 17 and August 22/2010.
Sample Frame People registered on the QuantiNet database throughout Brazil. 34% return.
Target Both sexes between 16 and 74 years of age, A/B/C incomeclasses (Brazil Criteria)
Sample Total of 2500 interviews distributed in the five geographic regions and spread across the 4 major operators. 819 respondents (33%) were mobile internet users
Version No: 1.0 / Status: FINAL
Agenda
© 2010 Acision BV. All rights reserved Slide Number: 12
1. Acision & QuantiNet
2. Counting the cost of data
3. The Brazil consumer perspective
– Research background
– Quality of Experience & Satisfaction
4. Comparisons with UK and US markets
5. Preparing for growth
6. Seizing the opportunity
Version No: 1.0 / Status: FINAL
90% of consumers have QoE issues
© 2010 Acision BV. All rights reserved Slide Number: 13
22 million consumers
use mobile internet
Only 10% of
consumers state
they have no QoE
issues
All aspects of the
service affect the
majority of
consumers
Very high compared
to US and UK
Experienced QoE Issue(responses often and sometimes)
75% 73%68% 67%
51%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Low speeds Noconnection
Stayconnected
No coverage Low imagequality
Never
Source: Quantinet/Acision, October 2010 N=819
Version No: 1.0 / Status: FINAL
All issues occur frequently
© 2010 Acision BV. All rights reserved Slide Number: 14
The issues that affect
most consumers also
happen most
frequently
Speed again tops the
responses
Very high compared
to US and UK
Frequency of QoE Issue(Respondents asked to scale from 1 – 100%)
67%64%
60% 59%
44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Slow velocity(too slow)
Could notconnect
Difficulty tostay connected
No signalcoverage
Low definitionimages
received
Source: Quantinet/Acision, October 2010 N=819
Version No: 1.0 / Status: FINAL
Price is major dissatisfier
© 2010 Acision BV. All rights reserved Slide Number: 15
Price is a major
dissatisfier,
regardless of very
high QoE issues
Satisfaction levels on
QoE are relatively
good given high Qoe
issues. Most likely
this is due to modest
QoE expectations
Satisfaction levels(on a 1 to 5 scale)
45%
27% 26% 22% 21%
33%
39% 39%38% 39%
23%
34% 35%40% 40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Price ConnectionStability
Speeds ConnectionQuality
Coverage
Top
Middle
Bottom
Source: Quantinet/Acision, October 2010 N=819
Version No: 1.0 / Status: FINAL
Agenda
© 2010 Acision BV. All rights reserved Slide Number: 16
1. Acision & QuantiNet
2. Counting the cost of data
3. The Brazil consumer perspective
4. Comparisons with UK and US markets
5. Preparing for growth
6. Seizing the opportunity
Version No: 1.0 / Status: FINAL
CSD GPRS EDGE HSDPA HSDPA+ LTE LTE+ ?
2000 2004 2008 2010 2012 201620142002
CUSTOMER PENETRATION
TR
AF
FIC
VO
LU
ME
CU
ST
OM
ER
T S
AT
ISF
AC
TIO
N
Comparing countries
Version No: 1.0 / Status: FINAL
39%
2%4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Brazil US UK
Pricing today does little to stimulate
uptake and use
© 2010 Acision BV. All rights reserved
39% are paying per
KB/MB
In addition 32% of
consumers have a
limit where they pay
extra if they overrun.
As a result 63% of
people have a
financial model
which penalizes use
Consumers paying per KB/MB
Source: Quantinet/YouGov/Acision, 2010
Version No: 1.0 / Status: FINAL
45%
34%
22%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
BR US UK
Price dissatisfies much more than US/UK
© 2010 Acision BV. All rights reserved
Dissatisfaction on
price is 50% higher
compared to US and
double compared to
UK
Dissatisfaction on price
(bottom 2 scores)
Source: Quantinet/YouGov/Acision, 2010
Version No: 1.0 / Status: FINAL
49%70% 82%
40%
67%68%
73%
64%
85%
0%
50%
100%
150%
200%
250%
Brazil US UK
Laptop
Phone
Fixed
Penetration in Brazil lower than US or UK
© 2010 Acision BV. All rights reserved Slide Number: 20
Brazil has lower
overall penetration in
the surveys
In terms of mobile
access (laptop or
phone):
• BR: 113%
• US: 131%
• UK: 151%
Access types in UK, US & Brazil surveys
Source: Quantinet/Acision, October 2010
162%
201%
235%
Version No: 1.0 / Status: FINAL
48%
80% 83%
52%
20% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Brazil US* UK
Mobile Only
Fixed & Mobile
Mobile-only internet very high in Brazil
© 2010 Acision BV. All rights reserved Slide Number: 21
Mobile only access
to internet is much
higher in Brazil as an
alternative for fixed
access
Mobile broadband is
therefore the only
internet experience
for many people and
there is less fixed
line comparison
Mobile only use and combined use
Source: Quantinet/YouGov/Acision, 2010
Version No: 1.0 / Status: FINAL
44%
49%
36%
0%
10%
20%
30%
40%
50%
60%
Brazil US UK
Already 44% of people watch video
© 2010 Acision BV. All rights reserved Slide Number: 22
Brazil already has a
high share of
consumers watching
video
Being an alternative
to fixed line is an
important driver
Consumers that watch video
Source: Quantinet/YouGov/Acision, 2010
Version No: 1.0 / Status: FINAL
Enormous untapped potential in Brazil
© 2010 Acision BV. All rights reserved Slide Number: 23
Perception of non-mobile internet consumers
66% of consumers
(44 million) with
access do not use
mobile internet
6.1 million (14%)
consumers are
considering the
service now
7.3 million (16%) are
simply unaware of
the advantages or
services Source: Sept 2010 Quantinet research commissioned by Acision N=1506
55%
31%
14% 13%11%
6% 5%
0%
10%
20%
30%
40%
50%
60%
Tooexpensive
No need Considering it Not reliable see noadvantages
not availabefor me
Don’t know services
Version No: 1.0 / Status: FINAL
Agenda
© 2010 Acision BV. All rights reserved Slide Number: 24
1. Acision & QuantiNet
2. Counting the cost of data
3. The Brazil consumer perspective
4. Comparisons with UK and US markets
5. Preparing for growth
– Deal with video
– Introduce fairness principles
– Differentiate the offer
6. Seizing the opportunity
Version No: 1.0 / Status: FINAL
Stalling is by far the most annoying
© 2010 Acision BV. All rights reserved Slide Number: 25
Essential to high
video QoE is
continuous playback
Most people are
prepared to wait 10
seconds for the
video to download
Full screen
capabilities are
deemed unimportant
in a mobile context
Most unacceptable video QoE issues
(which of the following would you find most unacceptable?)
Source: YouGov/Acision, October 2010
59%
15%
6% 5% 3%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
Stalls > once > 30 secs to play
> 10 secs to play
Stalls once Quality full screen
Source: October 2010 YouGov research commissioned by Acision
Version No: 1.0 / Status: FINAL
Source: YouGov/Acision, October 2010
US Support for video optimisation
© 2010 Acision BV. All rights reserved Slide Number: 26
‘Would you accept a policy
which reduces size of the video
to improve on waiting time and
video pauses’
59% of video users
find video pauses
the most annoying
QoE issue
Only 3% of video
users deem low
quality of full screen
video an issue
Yes69%
No11%
Don't know20%
‘Would you pay more for
such a policy?’
Don't Know26%
Yes26%
No48%
Source: October 2010 YouGov research commissioned by Acision
Version No: 1.0 / Status: FINAL
Agenda
© 2010 Acision BV. All rights reserved Slide Number: 27
1. Acision & QuantiNet
2. Counting the cost of data
3. The Brazil consumer perspective
4. Comparisons with UK and US markets
5. Preparing for growth
– Deal with video
– Introduce fairness principles
– Differentiate the offer
6. Seizing the opportunity
Version No: 1.0 / Status: FINAL
Source: YouGov/Acision, October 2010
76% in US are not aware of fair use policies
© 2010 Acision BV. All rights reserved Slide Number: 28
‘Does your provider
apply a fair use
policy´
Both the concepts of
mal-use and fair-use
are very much
unknown to
consumers
If operators want to
apply fairness
principles, a higher
level of awareness
is required.
Don't Know76%
Yes11%
No13%
Awareness of
network abuse
Don't Know
9%
Yes31%
No59%
Source: October 2010 YouGov research commissioned by Acision
Version No: 1.0 / Status: FINAL
Source: YouGov/Acision, October 2010
Support for fairness policies
© 2010 Acision BV. All rights reserved Slide Number: 29
‘accept a policy which distributes
bandwidth between as many people
as possible to ensure better QoE’
Once awareness is
raised support for
fairness policies is
high
The objective of
fairness principles
needs to be clear
Transparency and
openness will be
key to sustain
support
Yes64%
No14%
Don't know22%
Yes45%
No37%
Don't know18%
‘Would you pay more for
such a fairness policy’
Source: October 2010 YouGov research commissioned by Acision
Version No: 1.0 / Status: FINAL
Agenda
© 2010 Acision BV. All rights reserved Slide Number: 30
1. Acision & QuantiNet
2. Counting the cost of data
3. The Brazil consumer perspective
4. Comparisons with UK and US markets
5. Preparing for growth
– Deal with video
– Introduce fairness principles
– Differentiate the offer
6. Seizing the opportunity
Version No: 1.0 / Status: FINAL
Source: YouGov/Acision, October 2010
Differentiation & revenue opportunities
© 2010 Acision BV. All rights reserved Slide Number: 31
1. Notification of
spend level
2. Shared Bundle
3. Personalisation
4. Fair bandwidth
management
48% 46% 46% 45%
15% 20% 17% 19%
0%
10%
20%
30%
40%
50%
60%
70%
Spend Notifications
Shared Bundle Service Customisation
Distribute Bandwidth
Maybe
Yes
`Would you be prepared to pay more for the following
services`
Source: October 2010 YouGov research commissioned by Acision
Version No: 1.0 / Status: FINAL
Source: YouGov/Acision, October 2010
Differentiation & revenue opportunities
© 2010 Acision BV. All rights reserved Slide Number: 32
5. Set spend limits
6. Reduce video and
image size in
order to decrease
bundle spend.
7. Access priority
based on spend
level
8. Roaming
42% 41%35% 32%
18% 23%
18%18%
0%
10%
20%
30%
40%
50%
60%
70%
Spend Limits Content Optimisation
Service Priority Roaming
Maybe
Yes
`Would you be prepared to pay more for the following
services`
Source: October 2010 YouGov research commissioned by Acision
Version No: 1.0 / Status: FINAL
Agenda
© 2010 Acision BV. All rights reserved Slide Number: 33
1. Acision & QuantiNet
2. Counting the cost of data
3. The Brazil consumer perspective
4. Comparisons with UK and US markets
5. Preparing for growth
6. Seizing the opportunity
Version No: 1.0 / Status: FINAL
Key takeaways from our research
© 2010 Acision BV. All rights reserved Slide Number: 34
1. Major opportunities exist today with over 6 million
consumers ready to start using mobile broadband now
2. Pricing is a probable inhibitor for growth and seen as a
key dissatisfier for 55% of Brazilians
3. Relatively comparable satisfaction levels compared to
the US and UK, but moving forward Brazilian operators
should deploy key capabilities to manage QoE levels
in an exponential growth situation
Version No: 1.0 / Status: FINAL
UK: An example to lead
Slide Number: 35© 2010 Acision BV. All rights reserved
0
2
4
6
8
10
12
14
jun-08 oct-08 jan-09 apr-09 jul-09 oct-09 jan-10 apr-10 jul-10
Nu
mb
er
of
cate
gori
es
wit
h t
op
sco
re
Broadband Waves
3 O2 Orange T-Mobile VodafoneSource: YouGov, August 2010
Version No: 1.0 / Status: FINAL
Operators can seize the opportunity
Slide Number: 36
• Grow ARPU by enabling a
differentiated service offering
• Decrease Cost by maximising network
utilisation
• Control QoE by managing
all relevant service aspects
• Leverage content by enabling viable
partnerships in the internet ecosystemAcision Fairness triangle
Regulators
ConsumersInformation, productivity,
communication, entertainment
Content ProvidersUbiquitous access and content
ownership
Network OperatorsRun a sustainable and profitable
business
1. Focus on key business prios
2. Enable associated capabilities
3. Evolve the consumer offering
Version No: 1.0 / Status: FINAL
Service DifferentiationNotification Management
Balance Management
Quota Management
Home Zone Management
Quality of Experience
ControlQuality of Experience Management
Transaction Management
CONTROL LAYER
Policy Management
Subscriber Control
DATA LAYER
Traffic InsightTraffic Analysis
Traffic Shaping and Routing
Flow Control
Enable key capabilities
CONTENT LAYER
Content Optimisation Video Shaping
Video Optimisation
Web Optimisation
Content Detection
Transaction Detection
Capacity Management
Hierarchical Capacity Prediction
Content Mediation
Location Management
Version No: 1.0 / Status: FINAL
Register your interest with Acision @
© 2010 Acision BV. All rights reserved Slide Number: 38
Or visit
How to get the Broadband report?
www.acision.com/products-and-Solutions/Mobile-Data-Control.aspx
Thank you!