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Global Digital Economy - The Rapidly Evolving E-Commerce and M-Commerce Markets

  • October 2014
  • -
  • Paul Budde Communication Pty Ltd
  • -
  • 131 pages

Over-The-Top services model is a key development for e-commerce sector

Over-The-Top (OTT) is the services model for the future for communications and media services, as well as a whole range of emerging ones, such as e-commerce, m-commerce, e-health, e-education, smart grids and the digital economy in general. While the rise of OTT services has created serious concerns for the traditional telecoms operators - it has also created an environment for innovation and alternative services to grow.

Mobile commerce is one of the hottest sectors right now and the industry is finally coming into its own due to the rise of OTT services and app stores offering more digital channels for e-retailers to reach audiences. The growth of smart phones has also assisted the growth of m-commerce along with improvements in mobile infrastructure in many parts of the world. Players are slowly becoming lured into entering the mobile commerce market by the huge revenue opportunities and the potential for customer acquisition and retention.

The enormous success of smart phones is linked to the apps which are available and commercial models will be increasingly linked to these apps - which will result in further spectacular growth in m-commerce. BuddeComm sees the development of m-wallets and m-payment systems based on Near-Field Communication (NFC) as a key development for the m-commerce sector and beyond.
While a range of niche market applications will become successful; there is currently a lot of confusion and uncertainty regarding which ones will succeed - and who will make money from particular mobile e-commerce applications. Sales of entertainment based mobile apps are very popular and improved infrastructure such as fibre and 4G network rollouts is helping to drive the overall global digital media entertainment market. Incorporating social networks, online video, digital music, gaming apps and online dating; this sector is particularly driven by the uptake in mobile broadband apps and services.

In 2014 it is interesting to observe the developments occurring with the virtual currency Bitcoin. While there are security concerns regarding this growing form of Internet cash; in recent times faith in this crypto currency appears to have strengthened and we saw the emergence of the Bitcoin wallet called Coinbase. Significantly, PayPal announced a partnership with Coinbase in 2014 that would see the currency accepted by sites which offer PayPal through its subsidiary Braintree. Bitcoin is certainly gaining awareness and a perception of legitimacy around the globe.

Omni channel retailing in another emerging trend. New communication and software developments make it increasingly possible for retailers to offer a seamless shopping experience using all the available retail channels such as mobile internet devices, computers, bricks-and-mortar, television, radio, direct mail, catalogues and so on. However the level of sophistication needed to build omni-channel systems makes it difficult for many smaller organisations to keep up with the trend. This will result in a wider gap between those who are able to transform themselves and those who will be left behind. As in many other markets, well-functioning omni-channel systems can easily operate internationally, so national boundaries are becoming less of a barrier for those who want to explore overseas markets.

Given the ongoing industry developments combined with increasingly sophisticated technology advancements; the e-commerce and m-commerce sectors must represent one of the most innovative and rapidly evolving sectors worldwide and the speed that new services, features and companies appear (and disappear) is quite a spectacle to observe.
BuddeComm's new report, Global Digital Economy - The Rapidly Evolving E-Commerce and M-Commerce Markets, provides important insights into how the telecoms industry transformation and growth of Over-The-Top (OTT) services has both impacted upon the digital economy and the telcos. This unique report includes information and statistics on the global e-commerce, e-payments and m-commerce markets; mobile location based services and apps based on entertainment. In addition the report provides insights and statistics on the global digital advertising sector which provides a valuable source of revenue to many of those operating in the digital media sector. Insightful regional overviews written by BuddeComm's Senior Analysts are provided for North America, Europe, Africa, Middle East, Latin America and Asia Pacific.

Examples of key insights:

Mass market m-commerce is slowly coming to fruition. There appears to be a direct correlation between the frequency of mobile internet use and the use of advanced internet services such as mobile instant messaging, email and social networking.
Consumer willingness to seek cheaper and broader retail options is a driver behind both the growth of e-commerce and m-commerce.
Global m-commerce sales are expected to reach around $120 billion globally in 2015.
Banks are realising the world is changing and social banking is becoming a key trend. The Internet media companies continue to battle for supremacy in this vibrant market.
Outside of the banks, PayPal has established itself as the most advanced e-payment system worldwide. In September 2013 PayPal launched its Beacon service with utilises Bluetooth technology and allows a shopper to complete their in-store purchase at selected retail outlets without having to physically open the PayPal app.
Cloud computing allows e-retailers which don't have the resources or capacity to manage their sites infrastructure to tap into a cloud based services. Mobile cloud-based payments are being explored via HCE technology.

In 2014 the rise of alternative Over-The-Top mobile messaging services is becoming a serious threat to the traditional operators'revenue streams and is considered to be a disruptive development. It is important to note that messaging itself is not in decline - it is the business models which are changing.
Asia Pacific in particular is considered a key area for future e-commerce and m-commerce growth. Singapore, Hong Kong, Japan, South Korea and Australia are just some of the countries in Asia Pacific which have embraced online spending and China and India offer enormous potential in the future.

Data in this report is the latest available at the time of preparation and may not be for the current year

Table Of Contents

Global Digital Economy - The Rapidly Evolving E-Commerce and M-Commerce Markets
1. Over The Top is the New Reality
1.1 Transforming the telecoms industry
1.1.1 Telcos still ignoring industry transformation
1.1.2 The rapidly shrinking traditional telecoms market
1.2 Telcos have already lost the current OTT battle
1.2.1 Infrastructure investment models are stuck
1.2.2 Telcos will need to lift their game on infrastructure
1.3 The demand and supply imbalance in telecoms
1.4 Vested interests
1.5 The digital business buzzword is also transformation'
1.6 What will be driving these new investments?
1.6.1 It is not about speed it's about big data'
1.7 Hot sectors for OTT services
1.8 How to move forward?
2. E-Commerce, E-Payments and M-Commerce Insights
2.1 Global e-commerce market
2.1.1 The digital commerce evolution
2.1.2 Omni-channel retailing
2.1.3 Global e-commerce market statistics
2.1.4 Leading B2C e-commerce players
2.2 Key e-commerce insights
2.2.1 Underlying trends
2.2.2 E-payments
2.2.3 Content Delivery Networks (CDNs)
2.2.4 Cloud computing and e-commerce
2.2.5 Security concerns
2.3 E-books and e-newspapers
2.3.1 Digital e-readers/e-books
2.3.2 The challenging newspaper publishing sector
2.4 Internet banking (E-banking)
2.4.1 The changing face of e-banking
2.5 Global m-commerce market
2.5.1 M-commerce buzzword: SoLoMo
2.6 Key m-commerce insights
2.6.1 M-payments
2.6.2 Mobile payments apps
2.6.3 M-banking
2.6.4 Mobile money transfer services
2.6.5 Mobile auctions
2.6.6 Mobile location shopping and marketing
2.6.7 Mobile vouchers, coupons and loyalty cards
2.6.8 Mobile advertising
3. Digital and Mobile Apps Insights
3.1 Apps, Entertainment, Social Networks and Gaming
3.1.1 Portals or Apps?
3.1.2 Mobile apps insights
3.1.3 Social networks
3.1.4 Mobile photo-messaging
3.1.5 Online and mobile gaming
3.1.6 Online and mobile gambling
3.1.7 Online and mobile music
3.1.8 Advertising a key revenue source
3.2 Messaging Services and Messaging Apps Insights
3.2.1 Mobile messaging insights
3.2.2 The declining SMS market
3.2.3 Mobile photo-messaging and self destruction
3.2.4 Email/mobile email
3.2.5 Unified Communications (UC)
3.2.6 Unstructured Supplementary Service Data (USSD)
3.2.7 Big Data and the messaging/UC segment
4. Online and Mobile Advertising Insights
4.1 Market summary
4.2 Market insights
4.2.1 Consumers will lead the way
4.2.2 Changes in internet advertising
4.2.3 Mobile advertising
4.2.4 Mobile Location-Based Advertising (MLBA)
4.2.5 TV advertising
4.2.6 Digital ad exchanges
4.3 Internet media companies selected insights
4.3.1 Google - Advertising a main strategic drivers
4.3.2 Yahoo - profit up, sales down as it attempts to lure Google and Facebook users
4.3.3 Hulu - mostly positives for Hulu
4.3.4 Facebook - prepared to operate in different markets
4.3.5 Amazon's rising threat
4.4 Key online advertising categories
4.5 A multi-screen approach gains attention
4.6 Consumers react to privacy misuse by Internet companies
5. Regional Overviews
5.1 North America
5.1.1 Canada
5.1.2 USA
5.2 Latin America
5.2.1 Mexico
5.2.2 Argentina
5.2.3 Brazil
5.3 Europe
5.3.1 M-payments
5.3.2 UK m-payment case study
5.4 Africa
5.4.1 Case study Uganda
5.4.2 Case study Rwanda
5.4.3 Case study Tanzania
5.5 Middle East
5.5.1 Iran
5.5.2 Jordan
5.5.3 Qatar
5.5.4 Saudi Arabia
5.5.5 Turkey
5.5.6 United arab emirates
5.6 Asia
5.6.1 China
5.6.2 India
5.6.3 Japan
5.6.4 Malaysia
5.6.5 Singapore
5.6.6 South Korea
5.7 Pacific Region
5.7.1 Australia
5.7.2 New Zealand
Table 1 Global e-commerce spending 2011 - 2013
Table 2 Visitors to top web properties worldwide July 2013
Table 3 Growth of e-reader sales 2009 - 2013
Table 4 Most popular formats for receiving news in the USA 2010; 2012
Table 5 Global m-commerce sales 2013 - 2015
Table 6 Global app store revenue 2011 - 2015
Table 7 Global - mobile entertainment revenues 2011 - 2017
Table 8 Global - leading app store competitors
Table 9 Global fastest growing apps - 2013
Table 10 Global social network market share March 2013
Table 11 Global subscribers to key social networks - 2014
Table 12 Global digital music revenue 2007 - 2013
Table 13 Worldwide number of email users 2009 - 2014
Table 14 Global advertising spending- all mediums 2010 - 2015
Table 15 Top ten countries by digital advertising spend per Internet user - 2013
Table 16 Global online advertising spend 2012 - 2014
Table 17 Global advertising spending market share by major types 2013; 2015
Table 18 Google total and mobile advertising revenue 2006 - 2013
Table 19 Facebook total and mobile advertising revenue 2014
Table 20 USA - Retail and online retail sales 2003 2014
Table 21 China - mobile internet subscribers and annual change 2006 - 2013
Table 22 China - popular mobile internet applications - utilisation rates 2012 - 2013
Table 23 China Mobile - wireless data traffic 2010 2014
Table 24 China - Utilisation rate and no. of users of various network activities 2011 - 2013
Table 25 China - estimated value of B2C e-commerce market 2005 2013
Table 26 China - estimated value of C2C e-commerce market 2005 2013
Table 27 China's online retail market - revenue and customers 2003 - 2013
Table 28 China - online banking users and utilisation rate 2007 2013
Table 29 South Korea - main purpose for using the internet 2011 2013
Table 30 South Korea - e-commerce volumes 2001 - 2012
Table 31 South Korea - internet banking service subscribers 2001 - 2013
Table 32 South Korea - financial service by delivery channel 2005 2013
Table 33 South Korea Items purchased by internet shopping - rankings 2013
Table 34 South Korea - mobile banking service subscribers 2003 2010
Table 35 Australia - Mobile phone usage as method of payment 2013
Table 36 Estimated mobile device advertising in Australia 2008 - 2015
Table 37 Australia - The top 5 categories purchased by businesses using the internet 2009 - 2013
Table 38 Estimated New Zealand population shopping online 2008 - 2014
Chart 1 Overview of population who have shopped online in New Zealand 2008 - 2014
Exhibit 1 Telstra leading the global telco move towards the OTT model
Exhibit 2 WCIT-12 disappoints, more work to be done
Exhibit 3 Digital economy key developments
Exhibit 4 Popular online activities
Exhibit 5 Other e-commerce business model examples
Exhibit 6 European Commission e-commerce five priorities - 2012
Exhibit 7 Examples of popular online retail websites around the world
Exhibit 8 Walmart
Exhibit 9 The rise of PayPal
Exhibit 10 Statistical snapshot of e-books
Exhibit 11 Price fixing allegations
Exhibit 12 Mobile apps examples across various sectors
Exhibit 13 M-payments in Japan
Exhibit 14 Mobile apps examples
Exhibit 15 Top 5 free leading apps App Store and Google Play mid 2013
Exhibit 16 Top 5 paid leading apps App Store and Google Play mid 2013
Exhibit 17 CrowdRoaming app
Exhibit 18 Vancouver mall customers shop via Facebook
Exhibit 19 Foursquare
Exhibit 20 Mobile video communication: FaceTime and Google Talk
Exhibit 21 Examples of popular online dating sites
Exhibit 22 Apple iTunes
Exhibit 23 - A brief history - SMS
Exhibit 24 Mobile Instant Messaging (MIM)
Exhibit 25 Examples of popular Mobile Instant Messaging Apps
Exhibit 26 - Definition: Premium SMS
Exhibit 27 Sybase 365
Exhibit 28 Key benefits of USSD
Exhibit 29 Digital advertising cost considerations
Exhibit 30 Middle East offers online advertising potential
Exhibit 31 Online ad deal between Google and Yahoo aborted
Exhibit 32 Top industries spending on mobile advertising - 2014
Exhibit 33 Anarchy Online by Funcom
Exhibit 34 Saudi Arabia - Wasel service project
Exhibit 35 Australia - Transformation business case examples

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