運營商分析（英文版）.pdf43

TABLE OF CONTENTS
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
..............................