Measuring the Effectiveness of the Strategies used by Mobile Operators in Developing Economies, to address the OTT Challenge

Lingua: inglese

Editore: GRIN Verlag Feb 2015, 2015

3656886113 / 9783656886112

Da: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, GermaniaBuchWeltWeit Ludwig Meier e.K.

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This item is printed on demand - it takes 3-4 days longer - Neuware -Project Report from the year 2014 in the subject Communications - Multimedia, Internet, New Technologies, , language: English, abstract: Thanks to the advances in telecommunications and mobile computing, smartphoneshave emerged as a vital tool for enhanced communication, connectivity andproductivity. With the increased penetration of smartphones and mobileapplications, Over-The-Top (OTT) mobile messaging applications now constitute asignificant threat to mobile network operators' SMS-messaging revenues. Theliterature available today shows that OTT applications like WhatsApp, Viber,Facebook Chat, Skype, etc will cost $54 billion lost in revenue to mobile networkoperators. As a result, it becomes critical for mobile network operators to put in placeeffective strategies that will slow the impact of OTT apps.This research investigates the pro-active measures that mobile operators have takenin developing countries to address this challenge and also measures theeffectiveness of these measures in their respective markets.Data was collected through questionnaires from over 400 pre-paid subscribers inAccra. The findings of the research show that OTT apps are changing the behaviourof smartphone users regarding text messaging. The research revealed that morethan half smartphone users send less than 5 SMS messages a day. However, withthe introduction of 'bundles' by mobile operators in Ghana as a strategy to generatea sustainable average revenue per user seems to be working. Majority ofsubscribers perceive data bundle as a cheaper and better option than Pay-As-You-Go. However, the introduction of SMS bundle seems not to be an efficient strategyagainst OTT apps since they are limited to on-net communications only. 60 pp. Englisch.

Codice articolo 9783656886112

Titolo
Measuring the Effectiveness of the Strategies used by Mobile Operators in Developing Economies, to address the OTT Challenge
Autore
Luc Olou
Editore
GRIN Verlag Feb 2015
Anno di pubblicazione
2015
Condizione
Neu
Rilegatura
Taschenbuch
Lingua
inglese
ISBN 10
3656886113
ISBN 13
9783656886112
Peso dell'articolo
101 grammi
Dimensioni
210x148x5 mm

BuchWeltWeit Ludwig Meier e.K.

Bergisch Gladbach, Germania

Venditore con 5 stelle

Venditore AbeBooks dal 11 gennaio 2012

Tariffe di spedizione da Germania a U.S.A.

ArticoloDa 5 a 15 giorni lavorativiDa 5 a 15 giorni lavorativi
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BuchWeltWeit Ludwig Meier e.K.

Germania