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Maximising Profitability in Low ARPU Markets

It is clear that in a market with ARPU levels only a fraction of those that exist in the World's developed markets, the business models and approach required to operate profitably and sustainably will be very different. However, these are the markets that offer the greatest future subscriber growth potential and, while they are peopled by potential customers with low individual wealth, they do not necessarily have to be considered marginal in their ability to support profitable MNO models. MNOs active in these emerging markets are already facing the major challenges implicit in devising the new business models that make it feasible to offer mobile services profitably to the vast number of potential customers with extremely low financial means.

In this report we examine what operators are doing to maximise revenues from mobile communication services in low ARPU markets and identify how they have moved beyond the traditional MNO model to derive new kinds of revenues while simultaneously reducing their own exposure to financial risk. The report concludes with a set of recommendations for MNOs active in emerging markets on how to maximise their own service revenues.

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Table of Contents


1
OVERVIEW
1
2
INTRODUCTION
2
2.1
Background to the Report
2
2.2
Report Content
2
2.3
Exchange Rates
2
3
CASE STUDY: BHARTI AIRTEL
3
3.1
Background
3
3.2
Indian Market Overview
3
3.3
Maximising Revenues through a Multi-faceted Business Approach
5
3.3.1
Pioneering Outsourcing Model
7
3.3.1.1
Information Technology Systems
7
3.3.1.2
Network Outsourcing and Maintenance
8
3.3.1.3
Call Centre Outsourcing
8
3.3.1.4
Summary of Outsourcing Benefits
9
3.3.2
Innovative Tariffs & Services
10
3.3.2.1
Hello Tunes
10
3.3.2.2
Lifetime Prepaid
11
4
EXPLOITING NON-VOICE REVENUES
14
4.1
Internet Access & Mobile Broadband Deployment
15
4.2
Mobile Internet for Rural Communities in Senegal
16
4.2.1
Manobi's MCSP Platform
16
4.2.2
Solutions for the Farming & Fishing Communities
17
4.2.3
Driving Service and Overcoming Barriers through Cooperation
19
4.2.4
Service Impact
20
4.2.5
Extending the Service to Other African Countries
21
4.3
MTN Broadband in the South African Market
21
4.3.1
Current Mobile Broadband Offers
22
4.3.2
Mobile Data Revenues
24
4.3.3
Mobile Data Revenue Opportunities in Other Markets
24
5
KEY FINDINGS
26
6
RECOMMENDATIONS
27