Next to demand, illustrated by revenue growth, pricing arguably is the existential threat to any connectivity provider. That probably will not change in the 5G era. Though there is not yet enough evidence to discern what might happen to pricing levels as 5G is deployed, few expect too much upside in the form of higher prices per line or account, long term.
In the near term, in some markets with lowest use of mobile internet access, mobile internet access revenue can continue to grow. Still, the long term challenge is how to sustain a modest amount of revenue growth over time as legacy sources atrophy.
For a business that has been driven by “connecting more people” in emerging markets, growth prospects will shift to “higher average revenue per account,” as the number of unconnected people reaches low levels. In other words, mobile service providers will have to sell greater quantities of existing products (more gigabytes of data, principally), or higher-value versions of existing products (faster speeds, bigger usage allowances, higher quality or higher value).
As revenue per unit sold continues to drop, and as new account growth stalls, service providers will have to wring more revenue out of existing accounts.
One fundamental rule I use when analyzing telecom service provider business models is to assume that half of current revenue has to be replaced every decade. One example is the change in composition of Verizon revenue between 1999 and 2013. In 1999, 82 percent of revenue was earned from the fixed network.
By 2013, 68 percent of revenue was earned by the mobile network. The same sort of change happened with cash flow (“earnings”). In 1999, the fixed network produced 82 percent of cash flow. By 2013, mobility was producing 89 percent of cash flow. The fixed network was creating only 11 percent of cash flow.
The picture at AT&T was similar. In 2000, AT&T earned 81 percent of revenue from fixed network services. By 2013, AT&T was earning 54 percent of total revenue from mobility services.
Also, consider CenturyLink. In 2017 (assuming the acquisition of Level 3 Communications is approved), CenturyLink will earn at least 76 percent of revenue from business customers. In the past, CenturyLink, like other rural carriers, earned most of its money from consumer accounts.
The point is that CenturyLink now is unusually positioned with respect to business revenue, earning a far greater percentage of total revenue from enterprise, small or mid-sized businesses and wholesale services, compared to other major providers.
After the combination with Level 3, CenturyLink will earn no more than 24 percent of total revenue from all consumer sources, and that contribution is likely to keep shrinking.
Cable operators have done so as well. Where once video entertainment was 100 percent of revenue, Comcast now generates 63 percent of total revenue from other sources. You can see the same process at work in the mobile business. Where 100 percent of revenues essentially came from voice, today about 80 percent of total U.S. mobile operator revenues come from data services, according to Chetan Sharma.
That trend has been building for some time. Early on, text messaging was the driver. But mobile internet access now drives growth. But saturation is coming. In the first quarter of 2017, mobile data revenues actually declined for the first time, ever.
The big strategic issue is how revenue drivers will change over the next decade. As impossible as it seems, today’s mobility services are not likely to produce half of total revenues in a decade.
And that means the search for big new revenue sources is imperative.
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