運營商分析（英文版）.pdf43

EXECUTIVE SUMMARY
CHAPTER 1: AN OVERVIEW
INTRODUCTION ..................................................................................................................4
ORGANIZATION OF THE STUDY................................................................................................5
SUMMARY AND CONCLUSIONS................................................................................................5
CHAPTER 2: WHAT UMTS DELIVERS
INTRODUCTION ..................................................................................................................6
THE UMTS RELEASES............................................................................................................6
SUMMARY AND CONCLUSIONS................................................................................................8
CHAPTER 3: QUANTIFYING THE LOWER COSTS OF W-CDMA
INTRODUCTION ..................................................................................................................9
CONTRIBUTORS TO UNCERTAINTY ............................................................................................9
COST SAVINGS AND THEIR CONTEXTS ....................................................................................10
REALIZING THE COST SAVINGS ..............................................................................................11
SUMMARY AND CONCLUSIONS..............................................................................................12
CHAPTER 4: QUANTIFYING THE IMPACT OF LOWER TARIFFS
INTRODUCTION ................................................................................................................13
DECLINING TARIFFS AND INCREASING MINUTES OF USE (MOU) ..................................................13
THE INCREASE IN ARPU ......................................................................................................15
THE STATUS OF AMPU ......................................................................................................18
SUMMARY AND CONCLUSIONS..............................................................................................21
CHAPTER 5: THE GROWING DATA MARKET
INTRODUCTION ................................................................................................................22
THE KOREAN EXPERIENCE ....................................................................................................22
THE EUROPEAN EXPERIENCE ..................................................................................................24
THE JAPANESE EXPERIENCE....................................................................................................25
SUMMARY AND CONCLUSIONS..............................................................................................28
CHAPTER 6: THE SERVICE OPTIONS OF UMTS OPERATORS
INTRODUCTION ................................................................................................................29
THE “SWEET SPOT” OF PROFITABILITY ......................................................................................30
VIDEO-TELEPHONY ............................................................................................................30
MULTIMEDIA SERVICES ........................................................................................................31
THE INCREASING SOPHISTICATION OF HANDSETS AND SERVICES ....................................................32
SUMMARY AND CONCLUSIONS ............................................................................................32
CHAPTER 7: MARKET SEGMENTATION
INTRODUCTION ................................................................................................................34
CONSUMER MULTIMEDIA SERVICES..........................................................................................34
NTT DoCoMo ..........................................................................................................35
Vodafone ................................................................................................................35
RUNNING A “SMART PIPE” ..................................................................................................36
CORPORATE ENTERPRISES AND SMALL-TO-MEDIUM BUSINESSES (SMBS) ..........................................37
THE MOBILE LAPTOP MARKET ..............................................................................................38
SUMMARY AND CONCLUSIONS..............................................................................................39
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