MOBILIDADE

IMPACT0
Update
MOBILIDADE
Francisco Ramos Chaves
Microsoft Portugal
Os Intervenientes
Como
funciona
o mercado?
O Telemóvel
Venda de Telefones Móveis em Portugal
6.000
Milhares de Unidades Vendidas
5.000
4.000
3.000
2.000
1.000
0
2004
2005
2006
2007
2008
2009
(P)
2010
(P)
2011
(P)
2012
(P)
4
Aumento Significativo na Adopção de Smartphones
VENDA DE SMARTPHONES
+ 59%
2007
2008
2009
Os custos baixaram
Redução dos custos dos smartphones
PVP Smartphone (€)
700
500
300
100
0
2007
2005
2010
2009
Redução dos custos dos dados
Preço por MB (€)
8
6
4
2
0,05€
2001
2003
2005
2007
2009
2010
O Telemóvel!
Os Operadores Móveis
Mobile Operators - Top Regional Operators (Q4 2009)
North America
Rank
1
2
3
4
5
6
7
8
9
10
Rank
1
2
3
4
5
6
7
8
9
10
Data ARPU ($)
Subs (M) % of Total Q2 FY10 YoY
Verizon Wireless
87.5
32% 34.2 -10%
AT&T Mobility
70.9
26% 35.1 -6%
SprintNextel
44.7
16% 30.2 -22%
T-Mobile USA
33.8
12% 35.9 -13%
Rogers Wireless
8.5
3% 45.4 -9%
BCE
6.9
2%
MetroPCS
6.6
2%
Telus Mobility
6.5
2% 42.3 -12%
US Cellular
6.1
2% 43.2 -4%
Leap Wireless
5.0
2%
Asia Pacific
Data ARPU ($)
Mobile Operator Subs (M) % of Total Q2 FY10 YoY
China Mobile
520.6
32%
8.9 -4%
China Unicom
147.6
9%
4.3 -2%
Bharti Airtel
118.9
7%
4.4 -30%
Reliance
93.8
6%
Vodafone Essar
91.4
6%
4.1 -30%
Idea Cellular
57.6
3%
3.8 -30%
China Telecom
56.1
3%
NTT DoCoMo
55.4
3%
33.7 -9%
Smart Communications
41.3
3%
1.8 -13%
Satelindo
33.1
2%
2.2 -1%
Mobile Operator
Western Europe
Rank
1
2
3
4
5
6
7
8
9
10
Mobile Operator
T-Mobile Germany
Vodafone Germany
TIM
Vodafone Italy
Orange France
Telefonica Moviles
O2 UK
SFR
Vodafone UK
E-Plus
Data ARPU ($)
Subs (M) % of Total Q2 FY10
39.1
8% 15.9
34.6
7% 16.1
31.0
7% 21.8
29.9
6% 23.2
26.3
6% 33.9
23.5
5% 31.2
21.3
5% 21.1
20.4
4% 38.6
19.1
4% 21.4
19.0
4% 13.4
YoY
-5%
-8%
-4%
-2%
-12%
-12%
-7%
-12%
-13%
-20%
Ownership
Notes
55% Verizon/ 44% Vodafone
100% Deutsche Telekom
82% TDS
15% Harbinger Capital Partners
Central & Latin America
Rank
1
2
3
4
5
6
7
8
9
10
75% China Mobile Hong Kong
8% Telefonica
50% Bharti/ 30% SingTel
52% Vodafone/ 33% Essar Group
65% Aditya Birla/ 19% Telekom Malaysia
83% NTT
13% NTT DoCoMo
100% Indosat
Mobile Operator
MTS
Vimpelcom
Megafon
Kyivstar
UMC
Tele2 Russia
Polkomtel
Orange PL
PTC/ERA GSM
Vodafone Romania
Notes
100% France Telecom
100% Telefonica
100% Telefonica
56% Vivendi/ 44% Vodafone
100% KPN Mobile
Subs (M) % of Total Q2 FY10
69.3
20%
6.6
50.9
15%
50.2
15%
22.0
6%
17.6
5%
3.7
14.5
4%
14.0
4%
13.7
4%
11.2
13.5
4%
11.8
9.7
3%
Rank
1
2
3
4
5
6
7
8
9
10
Mobile Operator Subs (M) % of Total Q2 FY10
Turkcell
35.4
12% 10.5
MTN Nigeria
30.9
11%
Vodacom South Africa
27.1
9% 15.4
MobiNil
25.4
9%
6.2
Vodafone Egypt
23.3
8%
MTN South Africa
16.1
6% 18.5
Vodafone Turkey
15.7
5%
Maroc Telecom
15.3
5%
Safaricom
15.2
5%
4.6
Djezzy
14.6
5%
Middle East & Africa
Ownership
YoY
Notes
100% America Movil
-16% 50% Portugal Telecom/ 50% Telefonica
-17% 100% America Movil
-10% 70% Telecom Italia
99% America Movil
100% Telefonica
100% America Movil
100% Telefonica
27% Telecom Italia
Data ARPU ($)
Rank
1
2
3
4
5
6
7
8
9
10
Ownership
100% Deutsche Telekom
Data ARPU ($)
Subs (M) % of Total Q2 FY10
59.2
15%
51.7
13% 12.6
44.4
11% 10.5
41.1
10% 13.7
36.1
9%
27.8
7%
17.4
4%
16.7
4%
15.9
4%
14.5
4%
Central & Eastern Europe
Ownership
Notes
Mobile Operator
Telcel
Vivo
Claro BR
TIM Brazil
Telemar
Comcel
Movistar Mexico
CTI Argentina
Movistar Argentina
Telecom Personal
Ownership
YoY
-10%
Notes
44% TeliaSonera/ 25% Alfa Group
57% Telenor/ 43% Alfa Group
-1%
24% Vodafone
-15% 100% France Telecom
-18% 49% Deutsche Telekom
Data ARPU ($)
Ownership
YoY
Notes
-1% 37% Telia Sonera/ 5% Alfa Group
-4%
-17% 51% France Telecom/ 20% Orascom Telecom
55% Vodafone/ 45% Telecom Egypt
6%
53% Vivendi
-8% 35% Vodafone PLC UK/5% Mobitelea Ventures
97% Orascom Telecom
ARPU Trend by Region/Country
ARPU (US$)
70.0
60.0
50.0
40.0
30.0
20.0
10.0
0.0
FY03
FY04
N America
FY05
FY06
W Europe
FY07
C/E Europe
FY08
FY09
M East & Africa
FY10
FY11
CALA
FY12
Asia-Pac
FY13
A TMN tem vindo em paralelo a lançar serviços móveis que acompanham
as tendências de futuro
Tendências móveis
Produtos inovadores da TMN
Internet
Portal inovador a nível mundial, desenvolvido em exclusivo para a
TMN, para aceder à internet no telemóvel (desde 5€/mês)
Música
Primeiro serviço em Portugal de downloads ilimitados de
músicas para o telemóvel e para o PC (desde 1,99€/semana)
TV
Televisão a qualquer hora e em qualquer lugar com acesso a 38
canais com programação em directo (desde 0,91€/dia)
Aplicações
Loja de aplicações para telemóvel com centenas de aplicações móveis
nas áreas de desporto, viagens, jogos, etc.
Agregação
Primeiro agregador de conteúdos e contas sociais online, para User
Generated Content (SAPO Fotos e Vídeos, Picasa, Youtube), Social
Networking (Facebook) e Blogging (Twitter, SAPO Blogs e Blogger)
Os Outros
Device Shipments and Market Share by Region (2009)
Mn Units
186
124
424
178
76
124
100%
5
15
23
17
90%
48
80%
13
27
4
70%
3
1
5
1
4
3
19
13
13
60%
11
122
35
21
21
21
20
18
58
42
50%
39
40%
16
77
30%
20%
45
35
191
70
40
10%
15
0%
NA
WE
APAC
Nokia
Samsung
CALA
LG
MOT
SE
CEE
Others
MEA
Major OS Platform Mix (Q4 2009)
100%
0.2%
1.6%
0.3%
1.3%
100.0%
97.6%
98.4%
1.5%
4.3%
16.2%
90%
80%
70%
54.9%
60%
77.8%
50%
99.1%
83.8%
40%
30%
20%
45.1%
10%
16.4%
0%
Windows Phone
LG Units
Motorola Units
Nokia Units
Research In
Motion Units
Samsung Units
Sony Ericsson
Units
54.9%
0.6%
1.5%
0.0%
0.0%
1.6%
0.3%
0.0%
Symbian
RTOS
0.2%
4.3%
16.2%
99.1%
77.8%
83.8%
0.1%
16.4%
BlackBerry
Android
0.5%
HTC Units
0.3%
1.3%
97.6%
98.4%
100.0%
45.1%
0.5%
Plataformas Smartphone (Q2 2010)
•
•
•
•
•
•
•
•
•
•
15
Symbian
Blackberry
iPhone
Windows Phone
Android
MaeMo
LiMo
HP Palm
RTOS
Bada
Social Networking is Global AND Local
Facebook Client
Microsoft Confidential
Nas empresas
Produtividade
Pessoal
- Voz, SMS
- Contactos, Agenda,
Tarefas, e-mail
Colaboração
Aplicações de
Gestão
- Acesso a portais internos
- CRM
- Comunicações unificadas
- ERP
- Pesquisa de informação
- BI
- Informação confidencial
- Verticais
Gestão e Segurança
Os Utilizadores
Device User Segmentation
Very High Engagement
The Aficionados
Very enthusiastic about
mobile phones – willing to
pay to have the “latest and
greatest”
Numerous usage
motivations – “getting things
done”, entertainment, social
Highly image-conscious –
having a “cool” phone is
important
18%
High Engagement
The Nexters
Solotainers
Engaged with mobile, but
pragmatic side means lower
willing to pay and need to
make sure they get the best
“bang for their buck”
Primary motivations are
“getting things done” &
entertainment
Not innately imageconscious, but are aware of
what phone choice “says”
11%
Organized Utilitarians Frugal Socializers
Beyond “the basics”, just
want a mobile phone to help
them be productive
Very functional relationship
with phone – think of it as a
tool and nothing more
Not looking for the most
inexpensive phone, but don’t
need a high-end (i.e.
expensive) one either
Very socially active and use
phone to stay connected
However, “talk and text”
generally get the job done –
no need for advanced
features
Motivated by entertainment
– use mobile to have fun &
pass the time
Tend to have higher-end
phones to meet this need
and are not opposed to
spending more to get the
capabilities they crave
9!
Jugglers
Lead a very busy and
socially active lifestyle, so
need a mobile device that
helps them be productive &
socially connected
Not opposed to spending
more for a device that can
meet these needs and make
their life easier
14%
Cocooners
The Unengaged
Highly entertainment
personality & lifestyle –
though not yet on mobile
Relationship with mobile is
fairly basic – phone is little
more than a communication
device – so generally not
willing to spend very much
Very basic users
Mobile is almost solely for
communicating
Even then, a mobile phone is
more of a “nice thing to
have” than something they
“can’t live without”
Phone is an important social
tool, but at the end of the
day, still think of it as “just a
phone”
12%
Low Engagement
7%
Very Low Engagement
?
O Futuro…
(próximos 3 meses)
Base Instalada de Equipamentos Ligados em Rede
22
Posicionamento dos vários dispositivos para acesso à
informação
Desktop
PC
Laptop
PC
Ultraportable /
Netbook PC
CMD/
PDA
Mobile
phone
Escritório / Casa
Fora do escritório / Casa
23
Convergência
IMPACT0
Update
MOBILIDADE
Francisco Ramos Chaves
Microsoft Portugal