Paul Thomen

Tuesday, 17 February 2015

OTT Communication Market Methodology & main concepts (Google, Facebook)



This report provides an in-depth analysis of the OTT communications market, both through figures and forecasts of market value (global, EU28, APAC and US), and through strategic analyses of the major players concerned. The VoIP market (such as Skype), the IP messaging market (such as WhatsApp), and a portion of the social networking advertising market (such as Facebook) make up the OTT communication market, and the dynamics of each of these market segments are examined.
The various business models that have appeared and the recent trends of acquisitions in the market are also analyzed.
One of the key analyses in this report is the comparison with the Telco communication market. The myth of OTTs taking away telco revenues is scrutinized, together with the effectiveness of the responses available to Telco’s.
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Main players mentioned in the report:

OTT players: Google, Facebook, Apple, Microsoft, Skype, WhatsApp, WeChat, LINE, Kakao Talk, Viber, Tango, Rakuten, Alibaba
Telcos: Orange, Telef√≥nica, AT&T, Deutsche Telekom, TIM Brazil, Swisscom, Verizon, Vodafone

List of companies reviewed
OTT players

- Google
- Facebook
- Apple
- Microsoft
- Skype
- WhatsApp
- WeChat
- LINE
- Kakao Talk
- Viber
- Tango
- Rakuten
- Alibaba
Telcos

- Orange
- Telefónica
- AT&T
- Deutsche Telekom
- TIM Brazil
- Swisscom
- Verizon
- Vodafone

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Few Points from Table of Contents
1. Executive Summary
2. Methodology & main concepts
2.1. General methodology of IDATE's reports
2.2. Main Concepts
2.2.1. VoIP (including video over IP)
2.2.2. IP messaging
2.2.3. Social networks
2.2.4. Business models
3. Communication markets
3.1. Overview
3.2. VoIP
3.2.1. Market size
3.2.2. Market structure / ecosystem
3.3. IP messaging
3.3.1. Market size
3.3.2. Market structure / ecosystem
3.4. Social networks
3.4.1. Market size
3.4.2. Market structure / ecosystem


4. OTT Player strategies
4.1. Overview
4.1.1. Comparison of example players
4.1.2. Aggregation of communication services by OTTs
4.2. Facebook
4.3. Google
4.4. Microsoft
4.5. Apple
4.6. WhatsApp
4.7. LINE
5. Telco positioning
5.1. Why are the telcos concerned?
5.2. The main strategic reactions by the telcos
5.2.1. Prohibit OTT applications on the network
5.2.2. Bundling; unlimited or abundant packaged offers
5.2.3. Partnerships with OTT providers
5.2.4. Provision of telco-OTT
5.2.5. Participate in GSMA-led Joyn (RCSe)
5.3. Other telco initiatives
6. Conclusion / strategic analysis
6.1. OTT communication has minimal impact on telco revenues
6.2. OTT communication services as part of the platform strategy
6.3. Various OTT strategies required to match country characteristics
6.3.1. Case study of Spain; the lesser known impact of LINE in Spain
6.3.2. Case study of France; where the merits of IP messaging are seen as much less attractive
6.3.3. Mobile VoIP yet to see the same levels of penetration as messaging

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