Second mover advantage
Sean Jackson for Telco-OTT Today | August 2, 2013
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лучший способ выучить It is a common suggestion that carriers in emerging markets are advantaged since they get to learn from the mistakes of their counterparts in more financially free-spending parts of the world. When it comes to the OTT landscape this may very well be the case.
http://viewoverthegraslei.com/demo/neksiya-dons-tehnicheskie-harakteristiki.html нексия донс технические характеристики Operators, device manufacturers and data services firms all see the potential for OTT apps in emerging markets, but so far much of that potential remains untapped. Consumer spending power is low, ARPU and smartphone ownership are nowhere near as high as in more industrialised ‘Western’ nations, as a result OTT development in emerging markets will likely take on a different form.
события заграничного похода русской армии 1813 1814 The rise of mobile OTT services seems inextricably linked to the advent of the smartphone. But not everything OTT must be done via a downloaded app. Indeed, with Java ME, NTT DoCoMo’s i-mode and Qualcomm’s BREW there are plenty of examples of feature phone app development.In recent times though, it seems as though OEMs have become more aggressive in their marketing of OTT apps on affordable handsets. In April Nokia announced plans for a Series 40 feature phone with a dedicated WhatsApp hard key, and in July location-based social network Foursquareannounced a software tie-in with Nokia on Series 40.
состав фк бешикташ Nokia is not alone in targeting this consumer segment. Samsung and LG have both developed affordable mobile phones that feature social media functionality as a key differentiator. These devices and services are all targeted at consumers in emerging markets.
With these partnerships it looks as though the OEMs are trying to cut operators out of the OTT loop in emerging markets before smartphones arrive on the scene. But these device/OTT plays represent the tips of a very large web services iceberg. Last month social media giant Facebook announced that its feature phone native app Facebook Every Phone had broken the 100 million active users mark. That represents one in eight mobile Facebook users, accessing the site from one of 3,000 different non-smartphones.
This growth for Facebook has come through a concerted effort to establish a user base with pre-paid feature phones, as evidenced by operator tie-ins with the likes of Orange in Africa, Wind in Italy and Tunisiana in Tunisia.
The OTT story in emerging markets then is looking broadly positive for network operators. “Mobile operators in emerging markets have definitely not lost the OTT game yet,” says Markellos Diorinos, head of engagement management with mobile marketing firm Upstream, adding “In the West, OTT players were very successful because they bypassed the billing cycle of operators, using the established connection between app stores and credit cards. This is not the case in emerging markets. For the foreseeable future, mobile operators are going to be the billing provider in these regions as the majority of consumers don’t have credit cards.”
According to a recent Upstream poll 42 percent of emerging market consumers said they would prefer to pay for services/apps via their operator. “The attachment of data plans to feature phones is also currently minimal in emerging markets and without data plans in place, OTT app usage won’t get off the ground even if it is central to the device’s appeal. As a result, OTT apps are predicted to be developed differently because of the billing capabilities of the operators, the data bundles they can offer and the trusted relationship they have with consumers,” says Diorinos.
Joe Di Fonzo, senior vice president, Enterprise Mobility Solutions, Syniverse Technologies predicts a slightly easier ride for mobile operators in emerging markets. “Ultimately, operator-provided voice, SMS, and MMS are still the only ubiquitous communications services available, and though these apps may draw some traffic away from the traditional channels, they may just be expanding the overall ecosystem.”
In addition to gaining second mover advantage, operators outside North America, northern Europe and certain parts of Asia Pacific look set to benefit from another piece of mobile lore, that being for many people in emerging markets, their first experience of the internet will be via a mobile phone – that experience could well be a Telco-OTT play.