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Abstract:
After years of study and analysis,
in December 2005 the regulatory agency in the Philippines
approved four major domestic carriers to provide
third-generation cellular services. Already, market leaders
Smart Communications and Globe Telecom are positioning
themselves as front runners in deploying the wireless
technology.
This new research report provides an analysis of the coming 3G
mobile applications market in the Philippines. The future
success of 3G in the Philippines will depend upon network
operators being able to offer content that consumer’s desire and
are willing to pay for. A few of the key questions to be
answered in the report include:
- Which 3G
services will likely generate the greatest revenue?
- How does the Filipino consumer perceive some of more popular
3G applications?
- What 3G applications are likely to succeed or fail in
Philippines?
- How and where do Filipino consumers currently purchase 2.5
services?
APRG believes
that operators must not simply focus on ringtones or
video-clips, but an array of media rich applications must be
deployed to capitalize on the different revenue streams
available. And it is not just network operators that will
benefit from 3G services, but the games developers, Application
Service Providers, and leading content providers such as media
companies like ABS-CBN and GMA 7.
This report
clarifies the potential market for 3G services in the
Philippines market, and explores, from a consumer point of view,
the likely take-up and acceptance of 3G applications. This
report is over 40 pages, and is full of charts, graphs and
analysis on how the market for 3G services in the Philippines
will unfold.
This report
is targeted for:
- Heads of
Content Development
- Application Developers
- Mobile Entertainment Content Providers
- Vendors
- Handset manufacturers
- Portals
- Mobile Operators
- Media Companies
- Marketing Companies
Table of Contents:
1. Introduction and Executive Summary
Background
Current Situation
2G Subscriber Growth Tapering Off
Mobile Subscriber Forecast to 2012 by Technology Platform
Percentage Growth in Mobile Subscribers – Outlook to 2012
Mobile Penetration – Outlook to 2012
Market Share of Mobile Operators
ARPU Achievements
Prepaid Usage
Current 3G Environment
Pathetic Fixed Broadband Coverage
3G Licenses
Outlook
2. Demographics and Economic Outlook
3. Mobile Competition – Analysis of the Cellular Operators
4. Forecast for 3G Services in Philippines
Current Environment – Learning from the 2G Mobile Applications
and Value Added Services
Current Environment – 2G Mobile Data Revenue Growth
Where Filipino Mobile Users Get Their Mobile Data Content
Purchase Sources of Mobile Data Content
Mobile Content – Desires and Frequency of Use
Current Environment - Frequency of Purchase of Mobile
Application Services
Current Environment - Most Popular Ringtone Genres
Current Environment - Appeal of Mobile Java Game Genres
Current Environment - Appeal of Wallpaper Genres
Current Environment - Most Popular Ringtone Downloads
Importance of Viral Marketing for New Mobile Content
Expected Success of 3G Applications in Philippines – Results of
APRG’s Consumer Survey
Video Conferencing
Location Based Services
Navigational Aids – Public Transportation
Navigational Aids – Driving Assistance
Instant Messaging
Video Downloads
Music Downloads
Internet Connectivity
Mobile Gaming
Watching Live Broadcast TV
Summary – “Most Likely to Succeed"
Methodology
Forecasting
Survey Demographics
Notices
Table of Contents:
Figure 1. Philippines Mobile
Subscribers 2000 – 2012F
Figure 2. Percentage Growth of Mobile Subscribers, 2000 – 2012F
Figure 3. Mobile Penetration, 2000 – 2010F
Figure 4. Market Share of Philippines’s Mobile Operators, YE
2005
Figure 5. Operator’s Blended ARPU Trends in Philippines, 2003 –
2005
Figure 6. Philippines Percentage of Prepaid vs Postpaid
Subscribers, as of December 2005
Figure 7. Population Demographics
Figure 8. Philippines Economic Growth 2004 – 2006E
Figure 9. Philippines Mobile Data Revenue in USD, 2004 – 2010F
Figure 10. Consumer Survey: How did you purchase your last
premium VAS service?
Figure 11. Consumer Survey: Which premium VAS service have you
purchased in the past 2 weeks?
Figure 12. Consumer Survey: How frequently do you purchase
ringtones, logos or graphics?
Figure 13. Consumer Survey: Which of the following music genres
do you find most appealing and typically purchase for ringtones?
Figure 14. Consumer Survey: Which type of mobile java games do
you typically pay to download?
Figure 15. Consumer Survey: Which type of wallpaper do you
typically pay for?
Figure 16. Most Popular Artist’s Ringtone Downloads – 3Q 2005
Figure 17. Consumer Survey: How Filipino Consumers Learn of New
VAS Content
Figure 18. Consumer Survey: Expected Usage of 3G Video
Conferencing
Figure 19. Consumer Survey: Expected Usage of 3G Video
Conferencing
Figure 20. Consumer Survey: Expected Usage of 3G Navigation Aids
for Transportation
Figure 21. Consumer Survey: Expected Usage of 3G Navigation Aids
for Transportation
Figure 22. Consumer Survey: Expected Usage of 3G Instant
Messaging
Figure 23. Consumer Survey: Expected Usage of 3G Video Downloads
Figure 24. Consumer Survey: Expected Usage of 3G Music Downloads
Figure 25. Consumer Survey: Expected Usage of 3G Music Downloads
Figure 26. Consumer Survey: Expected Usage of 3G Mobile Games
Figure 27. Consumer Survey: Expected Usage of 3G Broadcast TV
Figure 28. Summary of Most Likely to Succeed 3G Applications
Figure 29. Research Methodology
Figure 30. Survey Demographics
About APRG
Asia Pacific
Research Group is shaping the future of wireless research
through its continuous consumer research and analytics. APRG is
a keen observer of emerging trends and mobile
consumption habits in Asia. We are the only Asian based research firm
providing extensive coverage of 3G wireless services.
Providing innovative research for the emerging markets in Asia,
APRG is a trusted advisor to wireless operators, investment
bankers, and advertising companies in Asia.
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