White Papers
Segmented fixed offer : To the end of unique triple-play offers? Since 2002, the French broadband market has gradually structured itself around triple-play offers, despite some attempts to move the market standards. The market is now entering in a mature phase, pushing ISPs to change their market approach, with two goals: Address the unequipped households, and tailor offers in order to fit to customer requirements. Orange, Iliad and Numericable have recently launched or announced targeted offers, however our conviction is that this approach must be global, and must answer to some key questions: How to tailor an offer to an entire households? What are segmentation criteria of French households? What services are able to discriminate the offers? What are the levers and the marketing methods which could be used? This white paper will attempt to address these issues by proposing an initial analysis of French households and their practices, then presenting some segmentation levers which could be used to build disruptive offers.
Achieving the potential of Mobile Money in emerging markets Money transfer and payment services via mobile handsets are booming in emerging markets, driven by the gap between significant and growing mobile penetration on one side and a low access to basic financial services on the other side. Success stories like Smart Money in the Philippines or M-Pesa in Kenya have prompted many regional players to enter this new field. The purpose of this white paper is to provide operators in emerging markets a clear vision of the challenges they will face when considering an entry to this market. The GSMA has selected Greenwich Consulting as a partner to deliver a Mobile Money Advisory Service (from entry strategy to marketing implementation and roll out) based on successful engagements with several leading emerging market mobile operators and technology providers in more than 15 countries. The analysis and feedback gathered through these projects together with interviews with industry leaders has allowed us to identify the relevant strategies to fulfil the potential of mobile money which we discuss herein.
Local advertising Local advertising is a way for small advertisers to address a geographically targeted audience. Traditionally, the market has been occupied by local print newspapers. Today, the rapid growth of fixed and mobile Internet has disrupted the market: whereas Internet has created opportunities for new entrants (pure onlineplayers), traditional players have had to transform their business models and adapt to new media. But neither pure print nor pure online should win, and both models will likely give way to an optimum mix of online and offline. So how should traditional media players position themselves in this market to fully leverage their current assets while exploring new growth avenues ? How can they create offline and online synergies to achieve competitive advantage over pure players? This white paper will attempt to answer these questions by assessing the trends arising in the new online local marketplace, as well as analysing those business models likely to bring most success over the coming years.
Near Field Communications (NFC): Take Off at Last? Mobile contactless communications will allow endusers to get rid of their wallet and incorporate money, credit cards, transport tickets and loyalty cards into a single personal mobile device. The NFC revolution has been around for some time, but many factors have hindered its European development, until now. The Greenwich Institute believes that the levers of NFC development in Europe are now in place. After reviewing the NFC market from both a commercial and technical perspective, Greenwich Consulting will highlight some of the key NFC opportunities for MNOs.
Mobile phone games: a different games experience
Thanks to its rapid technological development, the mobile phone is becoming a genuine games medium, alongside consoles and PCs. However, the characteristics of the mobile handset, the way it is used and the expectations of mobile phone games players are very different from those for classic video games.
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