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(Wireless-NewsWire.Com, January 12, 2017 ) The insatiable demand for continuous broadband connectivity has turned mobile data into a revenue growth engine for mobile network operators (MNO). Operators are exploring diverse approaches to attract users and grow mobile data revenue, including network-centric, user-centric and WiFi-centric strategies. Some leading operators are building scale and revenue share through technological and performance leadership. Other operators are leveraging their powerful user analytics capabilities to design differentiated packaging and compelling offers to drive mobile data uptake and usage. In addition, MNOs are increasingly exploiting synergies stemming from WiFi connectivity, making WiFi a key element of the mobile broadband service proposition.
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Key Findings
Mobile broadband has become a primary revenue growth engine for MNOs around the world. Operators are responding to the mobile data opportunity with converged services portfolios and multi-play offers. Big data analytics are increasingly being leveraged to come up with accurate data pricing, bundling and marketing strategies for mobile data.
Mobile operators take multiple approaches to mobile data monetization. Some strategies emphasize network performance, some focus on user drivers, and some position WiFi as a core service. Network-centric monetization strategies leverage technological leadership while user-centric models focus on the needs and preferences of customers. WiFi-centric models position WiFi as a key element of the overall broadband value proposition.
WiFi is gaining importance among operators both as a tool to provide seamless broadband connectivity and as a services platform. Mobile network operators are leveraging WiFi to retain customers, increase their spend share and reduce network costs. While MNOs and WiFi infrastructure providers expand their WiFi hotspot footprint, emerging models such as WiFi First are changing the rules of the game.
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Table of Contents
Executive summary
Introduction: Mobile data opportunity and challenges
Section 1: Mobile broadband as a catalyst of growth
Overview of business drivers for mobile broadband
Mobile data as a driver of revenue growth
Service convergence strategies
Evolution of WiFi positioning in the mobile market
Emergence of big data-driven monetization strategies
Section 2: Key models for mobile data monetization
Network-centric models
User-centric models
WiFi-centric models
Section 3: Mobile data monetization approaches and selected strategies of leading mobile operators
Case study: China Telecom
Case study: Telefónica
Case study: AT&T
Case study: British Telecom
Case study: América Móvil
Section 4: WiFi monetization approaches
Current and emerging WiFi monetization models
Case study: Google
Case study: Boingo
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