Mobile Data Revenue Drivers Continue to Change

Most mobile service providers in developed markets have moved past the point where text messaging revenue is the primary “data service” augmenting declining voice revenues. That was not the case in the late 1990s or most of the first decade of the 21st century. These days it is mobile data plans for smart phones that have taken that role. Messaging drove revenue in mid-2000s

Mobile data revenue trends

In 2007, for example,  more than $28 billion was generated by mobile short message service (SMS), multimedia message service (MMS), and instant messaging (IM) services

between Western Europe and the United States alone. 

If email is also included, more

than half of all mobile data revenue in these regions was derived from messaging. It was true that mobile messaging was the foundation of most data strategies.

These days, it is smart phone data plans, augmented by data services for other connected devices, which is more strategic. Worldwide mobile connections will reach 5.6 billion in 2011, up 11 percent from five billion connections in 2010, according to Gartner. 


Mobile data services revenue will total $314.7 billion in 2011, a 22.5 percent increase from 2010 revenue of $257 billion. “Mobile data traffic will increase significantly as more people will have access to mobile data networks, there is a migration toward smart phones and an increase in sales of media tablets,” said Jessica Ekholm, principal research analyst at Gartner. 

Early in 2011, for example, Vodafone Group hit a milestone. Vodafone's latest quarter data revenue exceeded messaging revenue for the first time. 

Mobile data forecast

Vodafone's emphasis on sales of smart phones and associated data plans seems to have been the driver. Mobile data tops SMS

Right behind that strategy is expected revenue from connected devices that will include sensor applications of various types. Connected device revenue forecast

Machina Research, for example, estimates that connected devices will grow from nine billion in 2011 to 24 billion in 2020. The lion’s share of the growth will come from machine-to-machine connections, which will grow from two billion at the end of 2011 to 12 billion at the end of 2020.

That doesn’t directly translate into mobile service connections, though. The majority of those devices are expected to be connected using  Wi-Fi, which really is an untethered use of a fixed broadband connection. Machina Research expects 2.3 billion of those device connections will use the mobile network in 2020, accounting for 19 percent of all cellular connections.

That implies M2M revenue will grow to EUR714 billion ($979 billion) in 2020.

PC and laptop mobile broadband will grow dramatically, from 215 million connections at the end of 2011 to 1.5 billion in 2020. By 2020 most PC/laptop broadband connections globally will be mobile, the firm suggests.

Wireless wide-area connected tablets and e-readers will grow from 66 million in 2011 to 230 million in 2020, as well.

Growth in handset data users will also be significant, with 3G+ devices set to grow from two billion at the end of 2011 to nine billion by 2020.

Machina Research forecasts that global mobile data traffic will increase from four

exabytes in 2011 to 42 exabytes in 2020, with 60 percent coming from PC/laptop connections and 37 percent from handsets.

Machina Research expects mobile network  operator data revenue to grow from EUR130 billion ($178 billion) in 2011 to almost EUR500 billion ($685 billion) in 2020.

The basic evolution is from data revenues based on text and email services to mobile data plans to support smart phones, to be followed by connected devices. Initially, connected devices will be tablets and similar devices such as e-readers, but sensor applications will grow over the longer term.

New Verizon Policy on Heavy Users, Congested Towers

Verizon Wireless has instituted a new network management policy that some will call “throttling,” while others might say simply represents a more-nuanced way of managing network congestion.

The new plan affects what Verizon says is about five percent of Verizon’s user base, specifically those users of 3G services that use 2 Gbytes of more of data each month, from congested cell sites. The rules do not apply to users of the new 4G network, though. The easiest solution is simply to use 4G. It’s a better experience anyway. New Verizon usage scheme

One suspects that users are capable of making rational choices about their services, and also will rapidly adopt the “default to Wi-Fi strategy.” Most people already seem capable of quickly grasping the advantages.

Some 64 percent of smart phone consumers surveyed by Devicescape use Wi-Fi hotspots at least once a day. Most smart phone owners who use Wi-Fi also use it on the road.  The study showed 90 percent of those users report accessing Wi-Fi both at home and on the road. Smart phone users use Wi-Fi often

Of those who use Wi-Fi outside their home or office, most (24 percent) connect at a cafe or coffee shop, 17.3 percent at a hotel, and 15 percent at a school campus. See Facing data caps, consumers keep turning to Wi-Fi.

Historically, mobiles haven’t been used excessively for data connections. Average mobile data consumption increased from about 90 MBytes per month during the first quarter of 2009 to 298 MBytes per month during the first quarter of 2010, according to Nielsen.

This represents a year-over-year increase of approximately 230 percent, though.  While this increase is substantial, in the first quarter of 2009 more than a third of smart phone subscribers used less than 1 MByte of data per month and usage has dropped to a quarter in the first quarter of 2010.

About 20 million current smart phone users are hardly using any data.

But there is a reason frameworks for managing bandwidth use are important. As mobile data consumption continues to grow, the usage pattern is starting to resemble fixed-line patterns, and that is a problem for all mobile service providers, as there is not now, and never will be any way for mobile providers to match the bandwidth, or cost of bandwidth, that a fixed network provider can offer.

There is a telling statistic in Cisco's Visual Networking Index, namely that as mobile broadband users have rapidly grown, their usage pattern rapidly has assumed the familiar pattern seen in the fixed-line part of the business.

Consider heavy usage patterns. The top one percent of mobile data subscribers generate over 20 percent of mobile data traffic, down from 30 percent just a year ago. That 29-point swing in just 12 months suggests that as more "typical" users adopt mobile broadband, they bring behaviors much different from those of early mobile broadband adopters, namely less-intensive consumption.

Cisco also reports that mobile data traffic over the last year also now matches the 1:20 ratio that has been true of fixed networks for several years (one percent of users generate or consume 20 percent of total transferred bytes). Visual networking index

Similarly, the top 10 percent of mobile data subscribers now generate approximately 60 percent of mobile data traffic, down from 70 percent at the beginning of the year.

All of those instances of "reversion toward the mean" are driven by the broader adoption by "typical" users of smart phone service. That noted, average smart phone usage doubled in 2010. The average amount of traffic per smart phone in 2010 was 79 Mbytes per month, up from 35 Mbytes per month in 2009.

Smartphone Data Consumption Climbs 100% to 350%

The median smart phone user data consumption has increased from 40 MBytes per month to 137 MBytes a month, an increase of 350 percent. The 80th percentile user is using twice as much data as a year ago.

(Click image for larger view)

At the same time, smartphone ownership has roughly doubled in the same time period. So you are looking at a four- to seven-fold increase is data usage.

As a general rule, one could rightly conclude that truly "unlimited" service plans cannot be offered at low prices in such an environment. There is of course an obvious model for users who require such plans: higher prices more akin to business plans.

The data tsunami, and why Sprint increased its data charges - FierceWireless

How Big Will U.S. Tablet Market Be, For Mobile Operators?

Chetan Sharma predicts that in less than five years, the connected devices category will generate more revenue for the operators than the entire prepaid segment in the United States. If you assume the prepaid market generates about 18 percent of all mobile subscriptions, that will give you some idea of the magnitude of revenue.

Yankee Group researchers estimate 50 million prepaid customers at the moment. If you assume average monthly revenue of about $40 for each of those accounts, or $480 a year, you could estimate a market worth $24 billion or so. Since most connected devices these days use Wi-Fi rather than data plans, connected device revenue as big as prepaid assumes robust uptake both of tablets and a switch to mobile broadband connections in place of Wi-Fi as well.

Today, connected devices represent about three percent of the quarterly data revenues.

By the end of 2010, Sharma expects the average U.S. data consumption to be approximately 325 MBytes per month, up 112 percent from 2009. This puts United States right behind Sweden in the top two nations, ranked by per capita mobile data consumption, says Sharma.

While the United States lags Japan and Korea in 3G penetration, most of the cutting edge research in the areas of data management and experimentation with policy, regulations, strategy, and business models is taking place in the networks of the U.S. operators and keenly watched by players across the global ecosystem, Sharma says.

read more here

Mobile Needs to Focus on Pipe; Won't Be Much of a Factor in Apps

You would be very hard pressed to find a single mobile executive who actually will say in public that providing "dumb pipe" services is the key to their future prospects. Up to a point, this is correct. Most service providers already are preparing, testing or deploying new services that add new "services" to "access" products.

But there might be clear limits to how much service providers can escape, or should want to escape, their fundamental position in the ecosystem. "Access" is the unique contribution service providers make in the Internet ecosystem and value chain. That does not mean service providers cannot, or should not, attempt to occupy other roles within the ecosystem as well.

But one can question how much success can be found in some of the adjacencies. Most end users won’t need much help from service providers to to discovering and use their preferred Web content on mobile phones and portable computers, says Declan Lonergan, Yankee Group analyst. In other words, there might be limited opportunity in the web apps area.

At the same time, though, dependency on mobile Web access increases as hosted, in-the-cloud services replace on-the-device apps. Perhaps there is more opportunity in focusing on "connectivity" than many believe, including both packaging innovations, quality of service features and integration with wired networks.

Customers’ mobile content and Web experiences will be delivered almost exclusively by others in the ecosystem, regardless of whether consumers are using apps or browsers as their primary means of access.

The issue with some ideas and concepts is that unstated assumptions are associated with the ideas. Service provider executives hear the phrase "peering" and they understand it as "settlement-free" interconnection. That has financial implications entirely distinct from the issue of manner of connection. Service provider executives hear the phrase "dumb pipe" and think "commodity-like, low-margin service."

But "dumb pipe" does not necessarily mean "low margin, lower price, undifferentiated" pipe. "Dumb pipe" might just mean "access."

The point is that service providers now are suppliers of a number of values, including simple access to the Internet and web, as well as other services that are managed. Entertainment video, voice, mobile voice and texting are the primary examples.

Telcos, cable companies and satellite companies cannot escape their place in the ecosystem, which is network access. In addition to access, they provider other services, applications and value as well, but all are built, fundamentally, on access.

As always is the case, participants in any value chain will fight for a bigger share of total profits from the ecosystem. It is no surprise others want "access" to be as affordable as possible, as that is better for the other participants. But "access" is the one, unique, irreplaceable value that service providers supply. Everything else they might do hinges on access.

Yankee Group Research Report

Mobile Data: Not the Deluge You Might Expect

Average mobile data consumption increased from about 90 MBytes per month during the first quarter of 2009 to 298 MBytes per month during the first quarter of 2010, according to Nielsen.

This represents a year-over-year increase of approximately 230 percent. While this increase is substantial, in the first quarter of 2009 more than a third of smart phone subscribers used less than 1 MByte of data per month and usage has dropped to a quarter in the first quarter of 2010.

About 20 million current smartphone users are hardly using data.

Quantifying the Mobile Data Tsunami and its Implications | Nielsen Wire

Global Mobile ARPU Now Depends on Broadband and Data Services

Mobile end-user average revenue per user dropped between six percent to nine percent globally, in the third quarter of 2009, says ABI Research.

In the U.S. market, overall ARPU decreased by $0.45. Average voice ARPU declined by $0.98 while the average data ARPU grew by $0.53, according to mobile analyst Chetan Sharma.

By the end of 2009, average voice ARPU was less than $10 a month while data ARPU was about $15 a month. But average blended ARPU has been flat at around $49.50 since 2003.

ABI Research estimates that ARPU decline is likely to flatten out in developed markets in Europe and North America as mobile data revenue increasingly replaces falling voice revenue, as it has in the United States.

Globally, the growth in minutes of use has also peaked, and is expected to grow at a compound annual growth rate of only 1.4 percent between 2009 and 2015, with much of this growth driven by developing markets in Africa, Asia, and the Middle East.

Minutes of use in the U.S.market are growing at about a three percent rate, says CTIA: The Wireless Association.

Whether in the U.S. market or elsewhere, broadband access and data services are the clear way forward for mobile ARPU, gross revenue and profit margin.

New Verizon Wireless Pricing Shows Growth Strategy

Verizon Wireless today announced that it is introducing new data, prepaid, and voice plans on January 18, 2010. The single biggest change is a new mandatory data plan requirement for all 3G multimedia devices. For "feature" phones, that will mean a $10 a month charge for use of up to 15 Mbytes. 

Smartphone packages remain at $30 a month. 

But Verizon also introduced new unlimited postpaid plans for voice ($70 a month) and unlimited talk and text for $90 a month. Prepaid unlimited plans sell for $75 a month for voice, and $95 a month for unlimited voice and texting.

"Nationwide Unlimited Talk Family SharePlans" will be $120 a month while "Nationwide Unlimited Talk & Text Family SharePlans" will cost $150 a month.

All Family SharePlan pricing includes the first two lines of service. The new plans do not apply to existing customers, though any current customer can change to any of the new plans without a penalty or contract extension.

So heree's the strategy background. Verizon wants to build the biggest-possible data customer base before it launches its new fourth-generation Long Term Evolution network. That's an essential part of getting a financial return on the 4G investment, and also reflects the growing importance of smartphones as a percentage of total devices sold and the importance of data service revenues.

Verizon also wants to protect its base of "high-value" customers by simplifying pricing plans, providing more value and encouraging uptake of higher-end plans. Verizon expects to see higher data penetration, higher average revenue per user and less churn, with lower-end customers moving up to unlimited plans in greater numbers. 

Verizon believes the moves to unlimited plans also will reduce operatinal costs. Since a large percentage of customer service costs are driven by consumers concerned about their usage and overages, unlimited plans will blunt the volume and cost of handling such requests. 

Strategically, the data plan moves also are a reflection of the vanishing voice revenues business, and the absolute centrality of data revenues as the mainstay of Verizon Wireless revenue. 

T-Mobile USA Sidekick Data Nearly Fully Recovered

T-Mobile USA and Microsoft now say they have “recovered most, if not all, customer data for those  Sidekick customers whose data was affected by the recent outage,” says Roz Ho, Microsoft corporate VP.

"We plan to begin restoring users’ personal data as soon as possible, starting with personal contacts, after we have validated the data and our restoration plan," Ho says. "We will then continue to work around the clock to restore data to all affected users, including calendar, notes, tasks, photographs and high scores, as quickly as possible."

"We now believe that data loss affected a minority of Sidekick users," Ho added. Despite that good news, two class action lawsuits have been filed against T-Mobile USA, alleging that the company misled consumers into believing that their data was more secure than was the case.

Vodafone: Pipes, Not Content?

Vodafone had a good quarter. It might also have had an instructive quarter. The stand out? Organic growth of 45 percent in non-messaging data revenue. In fact, non-messaging revenue is now up to a level of half that of messaging (text and multimedia messaging.

"The organic growth in data revenue of 45.1 percent was particularly strong and can be attributed in part to increasing penetration of Vodafone Mobile Connect 3G/GPRS data cards and handheld business devices," the company says. Translation: Wireless notebook computers and BlackBerry style email devices are driving data growth.

Vodafone handhelds in the business category increased by 112.6 percent since September last year and Vodafone Mobile Connect 3G/GPRS data cards grew by 78.9 percent. Assume there are 1.8 million data cards in use and 1.4 million email-centric handhelds as well.

Assume the monthly revenue stream for a notebook card is £35 a month. Assume an email device such as a Blackberry represents £25 a month. That suggests £294 million in revenue from data cards and £165 million from email devices, or £459 million, over a six-month period. EU-wide, Vodafone got something like £843 million in non-messaging data revenue over the same period.

So "pipe" revenues have increased from 46 percent to 54 percent of Vodafone's European data revenues over the last year. "Dumb pipe" trumps "content," in this case.

Good News for Sprint

It's a good thing for Sprint that it is working with Google on a Gphone probably available next year. It might not help with Nextel churn, but it will increase Sprint's attractiveness as a provider of CDMA-based Web devices, which is what I believe the new category will shake out to be. Sprint long has prided itself as a provider of advanced mobile data services so this was almost a "must."

It will be a very tough choice, but I still think Sprint has to proceed with the WiMAX rollout and think seriously about divesting Nextel if that is what it takes. Nextel used to lead the industry in ARPU by quite some measure, but the delta is pretty small, and declining. If that was the reason for the buy, I'm not sure it makes much sense anymore. WiMAX is a better strategic use of capital, and Sprint already is working with Google on that front, in terms of optimizing Web application performance. Well, Google apps at least. But those are some of the more important Web apps overall.

As someone who uses services and devices from at&t, Verizon, T-Mobile and Sprint, Sprint has for some time been on the "switch these two phones to somebody else" list. Right now, the issue is simply that the old plan we use is so cheap, relative to the others, that we put up with the service.

But Sprint's devices are the lightest-used of all the other services, so it is a reasonable trade-off. Also, my wife is such a light user that she doesn't care about features other than "calling." I won't buy phones that don't use SIMs. Data cards suffer from no such criteria, which explains Verizon. Still, I can't see using four providers in 12 months time.

But that's just me. Being part of the Google ecosystem is a good thing for Sprint.

3G Data is About Moving Photos

The single most important 3G mobile data application is sending photos from one mobile to other users.