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Over-the-top (OTT) communication apps are changing the way we communicate on mobile devices and challenging traditional operator voice and messaging services. This report looks at OTT communication services in Asia–Pacific, and provides recommendations for OTT players and operators.

Competition in the OTT social messaging market is increasing and players in Asia–Pacific are driving an evolving business model that opens up new opportunities for operators.

Voice and messagingOver-the-top (OTT) players are changing the way we communicate on mobile devices and challenging the traditional operator-offered services. This report looks at the evolving business model of the OTT communication players in Asia–Pacific (APAC), and assesses the increased competition in different countries in the region, while outlining growth drivers for OTT take-up and strategies for OTT players and operators.

This Viewpoint provides:
analysis of the evolving business models of OTT communication service providers
forecasts for the impact that OTT services will have on operator-provided voice and messaging traffic
analysis of OTT communication service providers and apps in different countries in Asia–Pacific
strategies for OTT players to improve market share in a highly competitive environment
recommendations for OTT players and operators.

GEOGRAPHICAL COVERAGE
The Viewpoint includes forecasts and analysis for the following regions:
Developed Asia–Pacific (DVAP)
Emerging Asia–Pacific (EMAP)

Analysis is provided for the following countries:
Australia
Bangladesh
China
Hong Kong
India
Indonesia
Japan
Malaysia
Pakistan
Philippines
Singapore
South Korea
Taiwan
Thailand
Vietnam

APP COVERAGE
The following apps are mentioned in this Viewpoint:
BlackBerry Messenger (BBM)
Hike Messenger
KakaoTalk
Line
Telegram Messenger
Viber
WeChat
WhatsApp Messenger
Zalo

Table Of Contents

The OTT communications in Asia-Pacific: strategies and opportunities for operators and OTT players

Table of contents


About this report


Executive summary: APAC is leading the OTT communication market in terms of evolving business models, strategies and operator involvement


Recommendations for OTT communication players


Recommendations for operators


Forecasts


OTT players have changed the communication landscape in APAC and operators should carefully consider their short- and long-term strategies


OTT messaging services are transforming the user experience and are expected to dominate the messaging market


OTT voice services are expected to gain traction in the next few years, but will pose a threat only in developed markets in APACandnbsp;


Smartphone penetration across the region will increase during the next 5andnbsp;years, which will further drive the threat from OTT communication


Introduction to the OTT landscape and players


More than four major players are competing for significant market share in APAC


India, Indonesia and Malaysia are focus countries for social messaging apps given their large populations and increasing smartphone penetration


Support from large organisations is helping these communication apps to grow, both commercially and innovatively


OTT communication players from APAC are leading the way in service innovation, rapidly expanding their apps to offer a wide suite of features


Competitive strategies


After dominating their home markets, APAC-originated apps are spreading to other countries in the region via a number of strategies


Intensive marketing has proven to be extremely helpful for OTT apps to gain market share in various countries, as shown by Line and WeChat


A local focus has proven to be important in appealing to the sentiments and demands of people in different countries


Innovative features are an added attraction - voice calling, gaming and micro blogging are becoming quite popular in many countries


Partnerships with operators can be formed to penetrate a market - options include co-marketing, special data plans and managed services


Partnerships with local retailers to offer consumers special discounts and exclusive flash sales are excellent for driving take-up and usage


Case Study: WeChat in Malaysia


Operators in APAC have partnered with multiple OTT communication players to offer attractive prepaid options and drive prepaid data take-up


About the authors and Analysys Mason

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