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Push to Talk: Market Development Strategies

This report provides a comprehensive analysis of the PTT market opportunity for wireless operators. The report details:

• Available technical platforms and their respective strengths and weaknesses
• Experiences of several operators who have launched commercial services to date
• Successful market segmentation strategies deployed to date
• The potential size of the market in Europe and the USA, expressed as a percentage of the mobile user base
• A recommended pricing strategy that will accelerate service adoption and usage, while resisting the danger of revenue cannibalisation that can result where PTT displaces other existing services such as traditional voice and SMS.
• Why and how we think European mobile operators can achieve a greater ARPU uplift from PTT than their counterparts in the US
• The churn reduction potential offered by 'sticky' PTT services
• Key barriers to be overcome to make PTT a success

Price: EUR 2,500.00 / GBP 2,000.00

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1	Overview	1
2	PTT Solution Platforms	2
2.1	Introduction	2
2.2	PTT Platforms Compared	2
2.3	Motorola iDEN	4
2.4	Open Mobile Alliance (OMA)	5
2.5	Qchat from Qualcomm	8
2.6	Circuit Switched PoC from Kodiak Networks	8
3	Commercial PTT Deployments	10
3.1	Nextel USA 'Direct Connect'	10
3.2	Boost Mobile	13
3.3	Verizon Wireless USA 'Push To Talk'	13
3.4	Sprint PCS USA 'Ready Link'	14
3.4.1	Market Opportunity Identified	14
3.4.2	Service Differentiation	14
3.4.3	Market Development Strategy Since Launch	15
3.4.4	Service Impact	15
3.5	ALLTEL USA	16
4	Trials & Upcoming Launches	17
4.1	Orange 'Talk Now'	17
4.2	Fastlink Jordan	18
4.3	Radiolinja Finland	19
4.4	Partner, Cellcom Israel	19
5	PTT Market Development	20
5.1	Target Segments	20
5.1.1	Enterprise Segments	20
5.1.2	Consumer Segments	21
5.2	Recommended PTT Pricing Strategy	22
5.3	Potential Market Size	25
5.4	The ARPU Stimulation Opportunity	26
5.5	Addressing the Cannibalisation Threat	27
5.6	Other Service Deployment Benefits	28
5.6.1	Low Cost of Service Delivery	28
5.6.2	Provides Improved Platform for Multi-Media Content	28
5.6.3	PTT Service Performance will Improve	29
5.6.4	Churn Reduction	29
5.7	Availability of PTT-capable Handsets	29