【レポートの概要（一部）】
1.0 EXECUTIVE SUMMARY 9
2.0 INTRODUCTION 10
2.1.1 WHAT IS OVER-THE-TOP (OTT) AND ITS IMPACT? 10
2.1.2 OTT TRENDS 10
2.1.3 THE CARRIER IMPERATIVE 11
3.0 CARRIER CHALLENGES 13
3.1 SPECTRUM AVAILABILITY 13
3.2 CAPEX BUDGETS 13
3.3 IS MORE CAPACITY BETTER? 13
3.3.1 ADVANTAGES 13
3.3.2 DISADVANTAGES 13
3.4 THE FIGHT AGAINST OTT PLAYERS 14
3.4.1 OTT VOICE 14
3.4.2 OTT MESSAGING 14
3.4.3 CARRIERS TO FIGHT BACK 16
3.5 THE DRIVERS FOR NEW APPLICATIONS 18
4.0 LTE APPLICATION STRATEGY 20
4.1 PREPARE FOR MUCH MORE DATA USAGE 20
4.1.1 BIGGEST FACTOR IN MOBILE DATA: MOBILE VIDEO 20
4.1.2 MOBILE VIDEO FORECAST 21
4.2 PREPARE FOR INCREASINGLY MORE SERVICES IN THE CLOUD 21
4.2.1 THE ROLE OF INCUMBENT NETWORK OPERATORS IN MOBILE CLOUD 22
4.2.2 MOBILE DATA IN THE CLOUD FORECAST 23
4.3 PREPARE FOR INCREASINGLY MARGINALIZED CORE SERVICES 23
4.3.1 MARGINALIZATION DRIVES THE NEED FOR VALUE-ADDED SERVICES 23
4.3.2 VALUED SERVICES INCLUDE COMMERCE, CONTENT AND APPS 24
4.4 PREPARE FOR DEPLOYMENT OF VALUE-ADDED SERVICES 28
4.4.1 WHAT IS A VALUE-ADDED SERVICE (VAS)? 28
4.4.2 RELATIONSHIP OF VAS TO OTHER SERVICES 29
4.4.3 WHY ARE VAS IMPORTANT? 29
4.4.4 THE VAS SUPPLY CHAIN 29
4.4.5 CARRIER PLANNING FOR VAS APPLICATIONS 29
5.0 LTE APPLICATION ROADMAP 32
5.1 VIDEO 32
5.1.1 MORE OF THE SAME: ONLY FASTER 33
5.1.2 VIDEO CALL 36
5.1.3 LTE VIDEO BROADCAST 37
5.1.4 MOBILE TV IN LTE 38
5.2 VOICE OVER LTE (VOLTE) 42
5.2.1 GSMA VOLTE INIATIVES 43
5.2.2 ALTERNATIVES TO VOLTE 44
5.3 RICH COMMUNICATIONS SERVICES (RCS) 45
5.3.1 GSMA RCS INITIATIVES 47
5.3.2 RICH CALLS 48
5.3.3 RICH MESSAGING 49
5.3.4 RCS AND VIDEO 50
5.3.5 DYNAMIC ADDRESS BOOK (DAB) 51
5.4 LTE DIRECT 52
5.4.1 DIRECT SERVICES 53
6.0 LTE VAS MARKET OUTLOOK AND FORECASTS 56
6.1 ASSUMPTIONS ABOUT MOBILE SUBSCRIPTIONS AND MOBILE DATA 56
6.2 MOBILE DATA 58
6.3 MOBILE ADVERTISING 58
6.4 API-BASED APPS DOWNLOADS 63
6.5 SOCIAL NETWORKING/MATCHING 64
6.6 COUPONS, LOYALTY AND VENUE-BASED SERVICES 66
6.7 GEO-LOCATION BASED SERVICES 69
6.8 MOBILE GAMING 72
6.9 MOBILE VIRTUAL GOODS 74
6.10 VIDEO, TV, PAY-TV AND SECOND-SCREEN 74
6.11 MOBILE HEALTH 76
6.12 MUSIC SERVICES (INCLUDING RINGBACK AND RINGTONES) 77
6.13 MACHINE-TO-MACHINE (M2M) 78
6.14 CONNECTED VEHICLES 79
6.15 PUBLIC SAFETY LTE 80
6.16 MESSAGING, TEXTING, AND SMS (NOT RELATED TO RCS) 82
6.17 SMALL CELL TARGETED ADVERTISING 83
6.18 MISCELLANEOUS SUBSCRIPTION SERVICES 84
6.19 FORECAST SUMMARY AND COMPARATIVE ANALYSIS 85
7.0 CONCLUSIONS AND RECOMMENDATIONS 87
7.1 CARRIERS TO OFFER THEIR OWN “DIALABLE VOIP” VIA VOLTE 88
7.1.1 VOLTE ISSUES AND DEPLOYMENT CONSTRAINTS 90
7.1.2 VOLTE = DIABLE VOIP = VOICE OTT KILLER AND VAS LAUNCHPAD 90
7.2 CARRIERS TO DEVELOP OWN VALUE-ADDED SERVICES (VAS) 91
7.2.1 WHY VAS APPLICATIONS? 92
7.2.2 THE FIRST POST-VOLTE VAS: RICH COMMUNICATIONS SUITE (RCS) 93
7.2.3 RCS/JOYN? STATUS 95
7.2.4 CHARGING FOR MVAS 96
7.3 CARRIERS TO LEVERAGE LTE AND CLOUD FOR VAS APPLICATIONS 97
7.3.1 THE CLOUD, VAS, AND DISRUPTIVE FACTORS 98
7.3.2 RISE OF THE PERSONAL CLOUD 98
7.4 CARRIERS TO LEVERAGE TELECOM AND ENTERPRISE APIS FOR OWN VAS 101
7.4.1 CARRIER BUSINESS-TO-BUSINESS (B2B) API SERVICES 101
7.4.1 CARRIER AND ENTERPRISE APIS FOR BUSINESS-TO-BUSINESS (B2B) SERVICES 104
7.4.2 CARRIER AND ENTERPRISE APIS FOR BUSINESS-TO-CONSUMER (B2C) SERVICES 105
7.5 CARRIERS TO STRATEGICALLY PARTNER WITH CERTAIN OTT PLAYERS/SOLUTIONS 107
8.0 GROWTH DRIVERS FOR MOBILE VAS APPLICATIONS 109
8.1 NEW VS. UNPROVEN APPLICATIONS 109
8.2 MARKET DRIVER: TARGETED OFFERINGS AND PREMIUM SERVICES 110
8.3 INTERNET PROTOCOL AND WEB-BASED APPLICATIONS 111
8.4 NEXT GENERATION NETWORKS A DRIVER FOR MVAS 111
———————————————–
Table 1: Mobile Subscriptions by 2G/3G and LTE, Subscriptions (M) 2013-2018 56
Table 2: Mobile Data per Subscription, by 2G/3G/LTE (M) PB, 2013-2018 57
Table 3: Carrier Data Revenue Usage Plans and LTE % $US (M) 2013-2018 58
Table 4: Mobile Advertising Revenues by Type and Device $US (M) 2013-2018 61
Table 5: Mobile Ad Revenue from LTE VAS, by Type/Device, $US (M) 2013-2018 62
Table 6: Mobile Apps Market (less Embedded Ads) from LTE, $US (M) 2013-2018 63
Table 7: Financial Milestones in Social Media 64
Table 8: Metrics, Tendencies, and Nuances in Mobile Social Networking 65
Table 9: LTE VAS Revenues from Social Networking Sites $US (M) 2013-2018 66
Table 10: Mobile Coupon Redemptions, LTE $US (M) 2013-2018 68
Table 11: Mobile Coupons, Loyalty Venue Based $US (M) 2013-2018 69
Table 12: Acquisitions/Partnerships in Location-Based Services 71
Table 13: Global Market Size of LBS $US (M) 2013-2018 71
Table 14: LTE Global Market Size of LBS $US (M) 2013-2018 72
Table 15: Global Gaming Apps and Ads Market $US (M) 2013-2018 73
Table 16: Global LTE Gaming Apps, Ads and Subscription $US (M) 2013-2018 73
Table 17: LTE Data (Video, Web Browsing, Mobile Games) $US (M) 2013- 2018 74
Table 18: Revenues from Mobile/LTE Virtual Goods, US$ (M) 2013-2018 74
Table 19: Multiscreen, Streaming TV and Pay TV, VOD, $US (M) 2013-2018 76
Table 20: Revenues from Mobile/LTE Health Services, $US (M) 2013-2018 77
Table 21: Subscribe/Download, Video, Ringtone/Ringback $US (M) 2013-2018 78
Table 22: M2M Connections and Revenues $US (M) 2013-2018 79
Table 23: Connected Automobile and Revenues $US (M) 2013-2018 80
Table 24: Points of Interest about the US Public Safety Including FirstNet 81
Table 25: Revenues from LTE Public Safety, $US (M) 2013-2018 82
Table 26: Revenues from LTE Texting (Discrete Service), $US Millions, 2013-2018 82
Table 27: Global Ad Revenues from Small Cells, US$ (M) 2013-2018 84
Table 28: Revenues from Miscellaneous LTE VAS, $US (M) 2013-2018 85
Table 29: LTE Value-added Services, Type of Service, $US (M) 2013-2018 86
Table 30: Major OTT Communication Service Providers 87
Table 31: LTE Value-added Services, Type of Service, $US Millions, 2013-2018 91
Table 32: Cloud Storage Providers 99
Table 33: Traditional PSTN vs. Internet Capabilities 111
Figure 1: Average Texting by User Segment 14
Figure 2: Smartphone Penetration and OTT Messaging 17
Figure 3: Video Usage by Screen Type 20
Figure 4: Mobile Video Forecast to 2017 21
Figure 5: Mobile Data in the Cloud Forecast to 2017 23
Figure 6: Mobile Commerce Continuum 24
Figure 7: Mobile Commerce Cycle 25
Figure 8: Mobile Commerce Cycle Jumps 26
Figure 9: Pull and Push Content Models 27
Figure 10: Value-added Services vs. Core Services 28
Figure 11: Worldwide Mobile Data Usage 33
Figure 12: Mobile TV Ecosystem 39
Figure 13: VoLTE Call Continuity 42
Figure 14: RCS, APIs, and Applications 46
Figure 15: RCS Statistics 48
Figure 16: Enhanced Address Book Benefits 51
Figure 17: RCS Application Integration 52
Figure 18: Evolution of Mobile Advertising 59
Figure 19: Mobile Coupons and Loyalty Cards 67
Figure 20: VoLTE Commitments and Deployments, GSA May 2013 89
Figure 21: Dynamic Address Book (DAM) 91
Figure 22: Legacy Services, RCS-e, and RCS5 94
Figure 23: Personal Cloud Services 99
Figure 24: ICT on Mobile/Cloud Platforms 100
Figure 25: Enterprise Dashboard 105
Figure 26: Enterprise Dashboard App Example 105
Figure 27: Integrating Applications and Content with RCS 107
Figure 28: New Apps vs. Proven Apps 109
【レポート販売概要】
■ タイトル：サービス提供者（OTT）とサービスに勝つためのキャリアLTEアプリケーション戦略 （Carrier LTE Application Strategies to Combat OTT Players and Services）■ 発行日：2013年11月14日
■ 調査会社：Mind Commerce
■ 商品コード：MCM31221006
■ 調査対象地域：グローバル
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