With the gradual popularization of 3G networks in the world, the continuous improvement of network performance and the significant improvement of terminal performance, the role and status of mobile data services in the development of the entire mobile communication service are increasingly prominent, especially the emergence of various services and applications, global mobile data services Revenue has accounted for 24% of mobile communications business revenue, and the mobile data business market is moving towards a new stage of comprehensive and rapid development. The industrial resources of various parties such as mobile operators and Internet giants are gradually shifting to mobile broadband access, M2M, mobile application stores and other businesses with more promising revenue and scale. These businesses have accumulated after several years of market cultivation and development. In view of certain market demand, the industrial chain and business model have been initially formed, and the future market prospects are considerable.
Network traffic blowout
Rapid development of mobile broadband
With the development of 3G enhanced technology, and the gradual popularization of smart terminals, notebook terminals / netbooks, e-books, MID and other products with built-in mobile broadband communication functions, the global mobile broadband access market is developing rapidly, and at the same time, the development of mobile Internet services It also prompted users' demand for mobile broadband access to soar. By the end of 2009, the number of global wireless / mobile broadband users (including HSPA / HPSA +, CDMA2000 EV-DO Rev.0 / A, and WiMAX users) was close to 340 million. The development of the mobile Internet has greatly promoted the user's demand for data traffic. According to Ericsson's statistics, from 2007 to 2009, the data traffic of the WCDMA network increased by 20 times, while the data traffic of the voice service only increased by two times.
The rapid growth of data traffic is a huge challenge for existing mobile networks, which means that operators must not only increase the wireless network access bandwidth through network upgrades, but also need to significantly increase the capacity of wireless backhaul networks, or through other wireless / Wired broadband technology offloads the capacity of mobile networks, and solves network congestion problems through capacity management and deployment techniques. The data traffic of wireless / mobile broadband business is accelerating, while the wireless / mobile broadband business is currently mainly based on monthly tariffs, and the growth rate of revenue and traffic is gradually widening. For operators, there is a huge potential Income risk.
Currently, voice is still the main source of revenue for operators, but in the long run, mobile broadband access services and their business models are likely to replace voice and become the basic service for mobile operators. Taking NTT DoCoMo as an example, although voice services still account for half of all revenues, mobile broadband access services already account for 45% of all revenues, and it is expected to surpass voice services in the next two years; from the perspective of data traffic, data traffic It already accounts for 90% of all network traffic, while voice services only account for 10%. In addition, we should note that the emerging operators represented by eMobile have fully shifted to a business model with mobile broadband access as the core, and voice is only an additional service provided to users at extremely low prices. The transformation of this business model may require a long process. In this process, operators need to adjust strategies from multiple dimensions such as technology, business, tariff, terminal, and operation to adapt to the new business model. Especially with the development of mobile broadband access services, mobile operators will be further reduced to "data pipelines" and face the same problems as current broadband access providers.
M2M market takes shape
Towards the era of Internet of Things
After several years of cultivation, the M2M market has entered a stage of rapid development. According to statistics from IDATE, the number of M2M modules in the global mobile market reached 38 million in 2009, with a market size of 11.2 billion euros. Despite the impact of the financial crisis in 2009, some companies that planned to adopt M2M postponed or cancelled their projects, but the M2M market still maintained a growth momentum. According to IDATE's prediction, by 2013, the global M2M market will reach 27.37 billion euros, with an annual growth rate of more than 20%; the number of M2M modules will also grow rapidly. By 2013, M2M SIM cards will account for all global SIM cards. About 2.1%, while in Europe this proportion will be as high as 6.5%.
It is worth noting that most of the revenue in the M2M market comes from software integration and IT services, rather than being obtained by mobile operators. In 2009, only 2 billion euros of revenue came from the telecommunications network access business, accounting for about 18% of the entire M2M market; by 2013, the network access business revenue will be 4.3 billion euros, accounting for about 16% of the M2M market The revenue from mobile data access has just exceeded 4% of the M2M market size.
With the further saturation of the personal market, M2M is gradually recognized by telecommunications operators as a major new growth point for industry applications. Although ARPU is low and may face further reduced risks, the scale effect and lower separation of M2M applications Net rate has attracted mainstream operators to actively intervene in the M2M market in recent years, trying to strengthen their strengths in software integration, IT services and other fields through cooperation, and striving to gain industry development initiative. For example, the Norwegian operator Telenor used the original M2M The business unit became a wholly-owned subsidiary-Telenor Connexion; Verizon, Vodafone and Qualcomm announced the formation of a joint venture nPhase to develop M2M applications.
From the perspective of the global market, M2M has obtained large-scale applications in some industries, such as security, fleet management, remote meter reading and other fields, while the market in the fields of medical care, TelemaTIcs, mobile payment is expanding, supply chain management, energy management, etc. The application in the field is also in the cultivation period. In the future, home, intelligent transportation, office equipment management, environmental monitoring and other fields will be the key areas of M2M's long-term development. From the perspective of long-term development of M2M, it will eventually move to the Internet of Things, and all M2M applications will become the main application scenarios of the Internet of Things. .
App store boom
All parties involved in the industry chain
Due to the great success of Apple's App Store mobile application store, mobile operators and terminal manufacturers have entered the market in the past two years. The mobile application store is regarded as part of the overall mobile Internet strategy of the enterprise. Terminal manufacturers, operating system providers, mobile operators and other market participants are all trying to occupy the main value chain links such as terminals, operating systems, and Internet portals.
At present, there are six mainstream mobile application stores in the world, which are from Apple, Blackberry, Google, Nokia, HP and Microsoft. Apple still firmly occupies the position of market leader and vane in this business. In all mobile application store applications, entertainment-based applications still occupy the mainstream. Take Apple as an example, the App Store has 20 different application categories, of which games are the most downloaded category. As of November 2010, games accounted for 7 of the top 10 sold applications; top 100 sold applications Among them, games account for 57 models.
The emergence of mobile phone application stores has changed the dominant factors of the traditional mobile business industry chain, and the operation mode has shifted from being dominated by telecom operators to being dominated by software application platform vendors. At the same time, the operation mode is further simplified. As long as users pass the software application platform provider, they can obtain various application and operation experiences from application software providers, terminal providers and operating system providers, and operators become the Internet providers. Access pipes.
China's three major operators are trying to seek a breakthrough in the development of the mobile Internet field from the mobile application store business. China Mobile's MM (Mobile Application Store), China Unicom's WoStore (Wo Store), and China Telecom's "Tianyi Space" have all been commercialized. . Domestic terminal manufacturers also actively follow up, such as Lenovo launched the application store "paradise", Meizu launched Mstore. However, in the process of developing mobile phone application stores, Chinese enterprises should avoid simply copying foreign models, focus on terminals, open environments and business models, and develop applications that are suitable for the Chinese market according to the needs and usage habits of Chinese users.
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