重新审视5G货币化：提升体验

Revisiting 5Gmonetisation:upping the September 2024 The GSMA is a global organisation unifying themobile ecosystem to discover, develop and deliverinnovation foundational to positive businessenvironments and societal change. Our vision isto unlock the full power of connectivity so thatpeople, industry and society thrive. Representingmobile operators and organisations across themobile ecosystem and adjacent industries, theGSMA delivers for its members across three broad GSMA Intelligence is the definitive source of globalmobile operator data, analysis and forecasts, andpublisher of authoritative industry reports andresearch. Our data covers every operator group,network and MVNO in every country worldwide GSMA Intelligence is relied on by leading operators,vendors, regulators, financial institutions andthird-party industry players, to support strategic Our team of analysts and experts produce regularthought-leading research reports across a range of We invite you to find out more at gsma.comFollow the GSMA on X: @GSMA www.gsmaintelligence.com info@gsmaintelligence.com AuthorsTim Hatt, Head of Research and Consulting Pau Castells, Head of Economic Analysis Contents Executive Summary2 1Context and strategic rationale1.1Huge strides forward in mobile connectivity1.2Continued financial pressure for operators1.3Rising data traffic 2Consumer trends impacting 5G adoptionand monetisation 2.1Beyond the first wave2.2Willingness to pay more for 5G2.3Current consumer services focus 3Monetisation strategies for 5G: mobile broadband3.1Key trends in 5G pricing strategies and the shiftto experience-based pricing 3.2Breaking down the price of mobile services to understand13the drivers of experience-based consumer value3.3Network infrastructure requirements21 4.1Use cases: greenfield versus direct competition4.2Deployments around the world4.3Network infrastructure requirements4.4Go-to-market considerations 5Open questions and outlook5.1Learnings from the evidence5.2Outlook Executive summary Putting the quest for monetisation in context One of the biggest challenges faced by operatorsin recent years has been the increase in data trafficcarried over mobile networks. Global mobile datatraffic rose from an average monthly usage levelper connection of 10.2 GB in 2022 to 12.8 GB in2023. The six-fold increase in data traffic projectedbetween now and 2030 has significant implications The mobile industry continues to drive connectivityaround the world. At the end of 2023, 58% of theglobal population used mobile internet, equatingto 4.7 billion users – an increase of 2.1 billion since While connection numbers have grown strongly, thesame cannot be said for mobile operator revenues.Globally, operator revenue growth is in low, singledigits, with pressure on ARPU unabating from Revisiting the commercial options formonetisation The environment outlined above has put increasingpressure on cashflow and, in turn, network investmentbudgets. While cost cutting can help, it can only go While cost cutting canhelp, it can only go sofar. The fundamental This report focuses on product and monetisationstrategies in the consumer segment. Consumers accountfor 70–75% of most operators’ revenues. Selling into How to gain further revenue from 5G is more a matter ofproduct marketing and partnerships than networks. The5G infrastructure component is largely in place. Where it Operators have started to use a range of strategies to —speed-based pricing —network APIs—bundling and zero-rating—customer segmentation—5G FWA. Assessing success so far The main challenge continues to be to drive a higherprice premium for tariffs linked to content or speed, andfor consumers to be willing to pay and sustain that level This analysis suggests FWA has proven the mosteffective of the options, offering an increased returnby reusing spectrum and avoiding/reducing the costsof fixed access. Speed-linked tariffs remain at an earlystage but have potential, with results from Finland andother early adopters looking promising where quality ofservice (QoS) can be fulfilled. Content-linked offers that 1Context and strategic 1.1 Huge strides forward in mobile connectivity By the end of 2023, some 5.6 billion people (69%of the global population) subscribed to a mobileservice, an increase of 1.6 billion people since 2015.Many countries are already saturated and reporting In terms of technology mix, at the end of 2023, mostof the world’s mobile connections (almost 60%) werestill on 4G. However, 5G subscribers accounted fornearly 20% of total connections. 5G adoption has Growth in mobile internet penetration has beeneven faster. At the end of 2023, 58% of the world’s Figure 1 Mobile adoption by technology 1.2 Continued financial pressure for operators The growth in mobile connections has not beenmatched with a surge on the revenue side of theequation. Other than in the immediate years following5G deployment, global mobile revenue growth hasbeen in