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5th February 2012

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MNO Mobile Portal Strategies Update

February 2009 (128 pages)

Two years ago, MMD researched the mobile portals of 12 MNOs from around the world, in order to establish what represented operator best practice in this area. At the time, mobile network operators were generating an average of less than 5% of their revenue from non SMS data and the capabilities of handsets in general use among customers were far inferior (in terms of processing speed, features, applications and display resolution) than is the case today.

Now, with more capable phones and more sophisticated marketing from MNOs, the proportion of ARPU that is represented by non-SMS data has risen dramatically - though in most cases the rise has so far been insufficient to offset ARPU losses due to price erosion of voice rates. How has best practice developed over this period - are the same measures still determining success or have the iPhone, flat-rate data plans and the growth of a successful third-party applications sector radically moved the goalposts?

In this report, MMD re-visits the mobile portals of the original 12 MNOs and reassesses the state of the art so that readers can judge their own portal developments against updated benchmarks. Finally, the report delivers concrete recommendations that MNOs should consider to maximise the huge opportunity that mobile portals represent.

Price: EUR 5,000.00 / GBP 4,200.00
if you would like learn more about this report, or our other work in this topic area and how to subscribe, please contact us

Table of Contents

1 OVERVIEW 1

2 INTRODUCTION 2

2.1 Background to the Report 2

2.2 Report Content 3

2.3 Currency and Conversions 3

3 MOBILE PORTAL EVOLUTION 4

3.1 Handset Developments Since 2006 4

3.2 Summary of Developments Since 2006 5

3.3 Current Mobile Portal Highlights 6

4 T-MOBILE GERMANY 7

4.1 Background & Portal History 7

4.2 Main Portal Developments Since 2006 7

4.3 Current Portal Analysis 7

4.3.1 Overall Portal Design and Structure 7

4.3.2 Browsing and Navigation 9

4.3.3 Content Availability 10

4.3.4 Search Functionality 10

4.3.5 Application Support 10

4.3.6 Device Support 10

4.3.7 Pricing 11

5 VODAFONE GERMANY 12

5.1 Background & Portal History 12

5.2 Main Portal Developments Since 2006 12

5.3 Current Portal Analysis 15

5.3.1 Overall Portal Design and Structure 15

5.3.2 Browsing and Navigation 16

5.3.3 Content Availability 16

5.3.4 Search Functionality 16

5.3.5 Application Support 16

5.3.6 Device Support 16

5.3.7 Pricing 17

6 VODAFONE IRELAND 18

6.1 Background & Portal History 18

6.2 Main Portal Developments Since 2006 18

6.3 Current Portal Analysis 19

6.3.1 Overall Portal Design and Structure 19

6.3.2 Browsing and Navigation 20

6.3.3 Content Availability 23

6.3.3.1 Games 24

6.3.3.2 Music / Tones 25

6.3.3.3 Betting 25

6.3.3.4 E-mail & Instant Messaging 26

6.3.3.5 Mobile TV & Video Content 27

6.3.3.6 Friends /Top-up / Win / Lotto 29

6.3.4 Search Functionality 29

6.3.5 Application Support 30

6.3.6 Device Support 31

6.3.7 Pricing 31

7 T-MOBILE UK 34

7.1 Background & Portal History 34

7.2 Main Portal Developments Since 2006 34

7.3 Current Portal Analysis 35

7.3.1 Overall Portal Design and Structure 35

7.3.2 Browsing and Navigation 37

7.3.3 Content Availability 37

7.3.4 Search Functionality 41

7.3.5 Application Support 42

7.3.6 Device Support 42

7.3.7 Pricing 43

8 3 UK 45

8.1 Background & Portal History 45

8.2 Main Portal Developments Since 2006 45

8.3 Current Portal Analysis 45

8.3.1 Overall Portal Design and Structure 45

8.3.2 Browsing and Navigation 47

8.3.3 Content Availability 47

8.3.4 Search Functionality 49

8.3.5 Application Support 49

8.3.6 Device Support 49

8.3.7 Pricing 49

9 O2 UK 51

9.1 Background & Portal History 51

9.2 Main Portal Developments Since 2006 51

9.3 Current Portal Analysis 52

9.3.1 Overall Portal Design and Structure 52

9.3.2 Browsing and Navigation 54

9.3.3 Content Availability 55

9.3.4 Search Functionality 56

9.3.5 Application Support 57

9.3.6 Device Support 57

9.3.7 Pricing 57

10 TIM ITALY 59

10.1 Background & Portal History 59

10.2 Main Portal Developments Since 2006 59

10.3 Current Portal Analysis 60

10.3.1 Overall Portal Design and Structure 60

10.3.2 Browsing and Navigation 61

10.3.3 Content Availability 63

10.3.3.1 News 64

10.3.3.2 Mobile TV & Video 65

10.3.3.3 Travel 66

10.3.3.4 Music 67

10.3.4 Search Functionality 67

10.3.5 Application Support 68

10.3.6 Device Support 70

10.3.7 Pricing 71

11 TME SPAIN 72

11.1 Background & Portal History 72

11.2 Main Portal Developments Since 2006 73

11.3 Current Portal Analysis 74

11.3.1 Overall Portal Design and Structure 74

11.3.2 Browsing and Navigation 75

11.3.3 Content Availability 76

11.3.3.1 Range of Content in the 'www' Section 77

11.3.3.2 News 77

11.3.3.3 Alert Services 78

11.3.3.4 Mobile TV 78

11.3.4 Search Functionality 80

11.3.5 Application Support 80

11.3.6 Device Support 83

11.3.7 Pricing 83

12 TELE2 SWEDEN 85

12.1 Background & Portal History 85

12.2 Main Portal Developments Since 2006 85

12.3 Current Portal Analysis 86

12.3.1 Overall Portal Design and Structure 86

12.3.2 Browsing and Navigation 87

12.3.3 Content Availability 87

12.3.3.1 News 87

12.3.3.2 Games 88

12.3.3.3 The Tele2 Music Store 89

12.3.4 Search Functionality 90

12.3.5 Application Support 90

12.3.6 Device Support 90

12.3.7 Pricing 91

13 TELENOR NORWAY 92

13.1 Background & Portal History 92

13.2 Main Portal Developments Since 2006 92

13.3 Current Portal Analysis 92

13.3.1 Overall Portal Design and Structure 92

13.3.2 Browsing and Navigation 94

13.3.3 Content Availability 94

13.3.3.1 News 95

13.3.3.2 Football 96

13.3.3.3 The Telenor Music Store 97

13.3.4 Search Functionality 98

13.3.5 E-mail 99

13.3.6 Device Support 100

13.3.7 Pricing 100

14 SK TELECOM KOREA 101

14.1 Background & Portal History 101

14.2 Main Portal Developments Since 2006 101

14.3 Current Portal Analysis 102

14.3.1 Overall Portal Design and Structure 102

14.3.2 Browsing and Navigation 103

14.3.3 Content Availability 104

14.3.4 Search Functionality 104

14.3.5 Application Support 105

14.3.5.1 E-mail 105

14.3.5.2 Social Networking 105

14.3.5.3 IM service 105

14.3.5.4 Mapping/Location based services/GPS 106

14.3.5.5 Personalisation 106

14.3.5.6 Mobile Mini PC 107

14.3.5.7 Mobile TV & other entertainment 107

14.3.6 Device Support 107

14.3.7 Pricing 107

14.4 Revenue Development 108

15 KDDI JAPAN 110

15.1 Background and Portal History 110

15.2 Main Portal Developments Since 2006 110

15.3 Current Portal Analysis 116

15.3.1 Overall Portal Design and Structure 116

15.3.2 Browsing and Navigation 117

15.3.3 Content and Applications 119

15.3.3.1 au Mobile Auctions 119

15.3.3.2 au style 121

15.3.3.3 au Value Added Applications 122

15.3.4 Device Support 122

15.3.5 Pricing 122

15.4 Revenue Development 123

16 CONCLUSIONS 125

16.1 Portal Impact on MNO Revenues 125

16.2 Portal Positioning Evolution 125

16.3 Portal Development Common Themes 126

16.3.1 Increased Content and Functionality 126

16.3.2 Explicit Partnerships 126

16.3.3 Shift of Emphasis to Access Packages 127

16.3.4 Integration of Fixed and Mobile Offer 127

17 RECOMMENDATIONS 128


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MNO Mobile Portal Strategies Update

Price: EUR 5,000.00 / GBP 4,200.00if you would like learn more about this report, or our other work in this topic area and how to subscribe, please contact us

Price: EUR 5,000.00 / GBP 4,200.00
if you would like learn more about this report, or our other work in this topic area and how to subscribe, please contact us