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The Connected Consumer Survey 2015: Asia–Pacific

  • April 2015
  • -
  • Analysys Mason
  • -
  • 39 pages

Operators should consider extending connectivity plans, exerting control over the device ecosystem, working with OTT players and offering new services.

Asia–PacificMobile operators in Asia–Pacific (APAC) face challenges such as fragmenting customer demand, value shifting towards handsets, a decline in traditional service revenue and increasing over-the-top (OTT) service substitution. This report focuses on aspects of Analysys Mason's annual Connected Consumer Survey that relate to the behaviour, preferences and plans of OTT communication app users in three countries in Asia–Pacific. We cover a diverse set of trends, including: customer retention, use of OTT communication services, and consumer attitudes towards digital economy services, such as mobile money and healthcare.

This report answers the following key questions about the mobile market in APAC.
How can mobile operators improve customer retention?
What are the drivers of churn?
What attracts customers to an operator?
What do device sales mean to operators?
How can operators address OTT challenges?
What is the opportunity that operators have with mobile money and healthcare services?

Table Of Contents

The Connected Consumer Survey 2015: Asia-Pacific

Table of contents


7.Executive summary


8.Network performance is an influential factor in operator selection, and multiple-SIM device ownership is fragmenting demand


9.Messaging is the most popular OTT communication service, but paid-for VoIP has achieved significant adoption


10.Operators could find new revenue streams in the digital economy - mobile finance and healthcare are among the best options


11.Challenges and recommendations


12.Drivers of churn and multiple-SIM ownership


13.Consumer loyalty to mobile operators is lower in Asia-Pacific than the worldwide average, and multiple-SIM ownership is common in EMAP


14.Extending connectivity plans (multi-device and multi-user) can help to consolidate fragmented consumer demand


15.Price, coverage and speed are valued highly by consumers, particularly in emerging markets, but handset deals are important everywhere


16.Almost 40% of consumers in Indonesia and Malaysia know about LTE but do not have it, and data speed is more important than price


17.Most consumers are willing to pay a premium for LTE - particularly in emerging markets


18.The relative importance of devices to services is changing, and Indonesia has the highest ratio of annual spend on handsets compared to services


19.Operators already play a well-established role in handset sales channels, but greater influence may mitigate fragmentation of the relationship


20.Addressing and exploiting OTT services


21.OTT messaging services are replacing SMS usage, but the impact of OTT VoIP services will be controllable especially in EMAP


22.Operators need to offer a sufficient amount of text messages to ensure that customers do not need messaging apps


23.VoLTE and operator-led VoIP may help operators to protect the voice business


24.Operators can protect their established business, or partner with, enable or become OTT players


25.Many operators are protecting their business and entering partnerships, but leading ones are providing next-generation services and OTT enablement


26.New revenue opportunities in the digital economy


27.Mobile financial and health are among the services with the most digital economy initiatives


28.Indonesia's mobile money market was the most competitive and fragmented


29.Mobile healthcare-related apps have good penetration levels in the three Asia-Pacific countries


30.Mobile health services have strong potential because nearly 60% of respondents pay for their own healthcare insurance services


31.Methodology and panel information


32.Methodology and panel information


33.Methodology and panel information


34.About the authors


35.About the authors


36.About Analysys Mason


37.Research from Analysys Mason


38.Consulting from Analysys Mason


List of figures


Figure 1: Geographical coverage of our Connected Consumer Survey 2015
Figure 2: Respondents by number of SIMs owned, and percentage of respondents who had a multiple-SIM handset, by country, Asia-Pacific
Figure 3: Usage of SMS and messaging or social communication apps, by country
Figure 4: Percentage of respondents who have never changed operator, use more than one SIM and use a multiple-SIM handset, by country
Figure 5: Length of time respondents have been with their current mobile operator, by country or region
Figure 6: Types of multiple-device tariff structure
Figure 7: Main attractions cited by respondents when choosing an operator
Figure 8: Main reasons cited by respondents for churn
Figure 9: Awareness and adoption of LTE, by country
Figure 10: Factors that would increase mobile Internet usage, by country
Figure 11: Respondents' willingness to pay a premium for LTE
Figure 12: Comparison of spending on handset and service
Figure 13: Comparison of respondents' average annual spending on devices and services, by country
Figure 14: Respondents' estimates of the number of years before they replace their handset, by country
Figure 15: Handsets by service bundling status and by sales channel, by region


Figure 16: andnbsp; Active users of OTT messaging services on smartphones, and penetration, by region, Asia-Pacific, 2010-2018


Figure 17: andnbsp; Active users of OTT VoIP applications on smartphones, and penetration, by region, Asia-Pacific, 2010-2018


Figure 18: andnbsp; Usage of SMS and messaging or social communication apps, by country


Figure 19: andnbsp; Reasons cited by respondents for not using OTT messaging apps, by country


Figure 20: andnbsp; Usage of OTT communication services, by country


Figure 21: andnbsp; Operators' approaches to over-the-top (OTT) services, with examples from Asia-Pacific


Figure 22: andnbsp; Options for operators that want to enable OTT players


Figure 23: andnbsp; Operators' digital economy initiatives in Asia-Pacific


Figure 24: andnbsp; Average readiness score and percentage of operators active in the digital economy, by vertical


Figure 25: andnbsp; Mobile money providers, Indonesia


Figure 26: andnbsp; Mobile money providers, Malaysia


Figure 27: andnbsp; Mobile money providers, South Korea


Figure 28: andnbsp; Respondents who use healthcare or fitness apps, by country


Figure 29: andnbsp; Respondents who use various healthcare/fitness apps, by gender


Figure 30: andnbsp; Respondents with medical insurance, and insurance payment bearers

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