US market research company Gartner released a report on August 4 stating that the number of mobile connections (Mobile ConnecTIon) will reach 5.6 billion times this year, an increase of 11% from the 5 billion in 2010. Mobile data service revenue will reach US $ 314.7 billion, an increase of 22.5% from US $ 257 billion in 2010.
"As more and more people access the mobile data network, coupled with the upgrade of users to smart phones and the increase in sales of media tablets, mobile data traffic will increase significantly." Gartner principal analyst Jessica Eckholm ( Jessica Ekholm said, "With the acceleration of mobile data networks and the expansion of coverage areas, mobile data traffic will continue to grow. At the same time, the number of data users and per capita data usage is also expected to increase."
She also added: "Data revenue will continue to grow, but at a much slower rate. This will lead to a disconnect between revenue and data traffic, and in order to maintain data traffic growth, operators' network costs will also increase."
Until the end of 2015, the number of global mobile connections will maintain steady growth. By then, the number of mobile connections is expected to reach 7.4 billion, while mobile data revenue will reach 552 million US dollars.
In the calculation process, Gartner assumed four main driving forces for mobile data traffic: the growth of the number of mobile connections, the increased availability of high-speed mobile data networks, the growth of smartphone usage, and the increase in data consumption content and applications.
The increase in the number of mobile connections will increase the demand for operators' data networks, because more and more users use mobile data and send text messages. In addition to the increase in the total number of mobile connections, Gartner also expects that the use of mobile data per connection will also increase during the forecast period, which will also change the global user's perception of mobile data: from the previous luxury services to the icing on the cake Service, and eventually become a must-have service.
Gartner expects that operators will provide increasingly flexible and targeted data packages, which will help it attract more mobile data users. Operators will also upgrade the network to increase upload and download speeds, change the general public's perception of data quality, and then promote the growth of data usage.
Sylvain Fabre, research director at Gartner, said: "Operators now need to increase data revenue through innovative ways, while looking for suitable solutions to manage the growing data demand. In the end, users will determine the specific What kind of content is consumed, and operators only need to ensure the quality of the user experience. Poor experience may lead to an increase in user churn. "
Gartner analysts said that operators should investigate the pros and cons of personalized pricing mechanisms, such as hierarchical pricing, package pricing and usage-based pricing, and carefully weigh the additional costs and future benefits. In addition, operators should also increase pricing flexibility and introduce additional pricing models so that users can increase data access when needed. This additional pricing model can include additional additional data volume and additional data transmission speed, and charges for Internet calls or games.
"Operators should strive to increase the transparency of mobile data contracts so that most users can use data services with greater confidence, which is particularly important for data roaming services. Provide users with multiple ways to help them track and monitor data usage, Can help operators get more revenue from users with low usage but moderate expenses, and the profit margin of this type of business is higher. "Eckholm said.
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