Taiwan’s Mobile Data Services User: Survey Results 2007 III-FIND Selena Lin.

Taiwan’s Mobile Data Services User:Survey Results 2007

III-FIND Selena Lin

Outline

About FIND Mobile Market in Taiwan WMDS Survey Method Overview of the Usage of Taiwan’s MDS

About III & FIND

• III-Institute for Information Industry – A non-profit organization– Research and development for Taiwan's informati

on industry sector– Aim of improving the productivity and competitiven

ess of all industries through the use of IT

• FIND-Foreseeing Innovative News Digiservice– From 1996– A research team under III– Mission: to provide abundant and professional info

rmation on Internet demographics and trends.

Mobile Market in Taiwan

Mobile Phone Subscribers in Taiwan

Note: The number of subscribers are based on the number of mobile phone numbers actually in use, including 2G, 3G and PHS.

Source: NCC/Compiled by III-FIND

0.1 0.2 0.4 0.5 0.6 0.8 1.0 1.5 4.7

11.5

17.9

21.824.4

25.822.8 22.2 22.8 22.8 23.0

101%

7%

22%

52%

80%

97%109%114%

0% 1% 2% 3% 3% 4% 5%

100% 97%100%100%

0

5

10

15

20

25

30

Million

0%

30%

60%

90%

120%Subscribers

Penetration

Operators in Taiwan

Operator Cellular NetworkSubscribers

(Thousands)

Market Share

(Dec. 2005)

CHTGSM 7,862

36.3WCDMA 296

Taiwan MobileGSM 6101

27.6WCDMA 100

Far EasToneGSM 6,059

27.3WCDMA 80

Asia Pacific

Broadband Wireless (APBW)

CDMA 850 3.8

Vibo Telecom WCDMA 15 0

Fitel PHS 1,100 4.9

Total 22,463 100Source: Gartner (March 2006)

Taiwan’s Mobile Market Event• 2002

– GPRS launched• July 2003

– Asia Pacific Broadband Wireless Launched First 3G service• Mid-2005

– Three major 2G operators rolled out 3G service• Oct. 2005

– The introduction of mobile number portability• Feb. 2006

– NCC (National communications commission) has been formally established

• Sep. 2006– CHT and Far EasTone launched HSDPA service – offered in several areas of Taipei City and the Hsinchu Science Park

• Dec. 2006– Taiwan Mobile launched BlackBerry service costs NT$899 (approx US

$27) a month

WMDS Survey Method

WMDS Survey in Taiwan• Why Taiwan need WMDS survey?

– To draw the full view of mobile data service usage in Taiwan

– To compare with user behaviors among operators

• Methodology– On-line Survey– Sponsorship

• Sponsors provide incentive for responders– Including handsets, Prepaid card, etc……

• Portals provide free web advertisement

• Survey period– Oct.20- Nov.19, 2006

• Sample size– 4,996 samples

Sponsorship

• Government– Industrial Development

Bureau

• Mobile operators– Far Eastone Telecom

– First International Telecom

– VIBO

• Internet Content Providers– Sogi– Every8D

• Portals– Yahoo!Kimo– Yam– PChome

Overview of the Usage of Taiwan’s Mobile Data Services

Usage of Mobile Data Service

Mobile Data Services has been defined as: an assortment of digital data services that can be accessed using a mobile phone.

Source: III-FIND, 2006

40%

19%

28%

14%

42%

19%

29%

10%

43%

18%

29%

10%

0% 10% 20% 30% 40% 50%

Currently Using

Used before but notcurrent using

Never Used butplanning to do so

in future

Never Used but notplanning to do so

in future Y2004

Y2005

Y2006

Monthly Expenditure on MDS

61 120

734834

8.30%

14.40%

0

200

400

600

800

1,000

Total respondents Currently using respondents

NT$

0%

5%

10%

15%

%

Total expense Data expense Data as % of Total expense

Source: III-FIND, 2006

US$22.2

US$1.8

US$25.2

US$3.6

Frequency on using Mobile Data weekly

Note： Currently Using Respondents

2.1%

51.5%

24.8%

10.5%

3.1%

2.6%

5.3%

0% 10% 20% 30% 40% 50% 60%

Less than 1 min

1-10mins

11-20mins

21-30mins

31-40mins

41-60mins

more than 1 hr

Source: III-FIND, 2006

15.5 min each month on average

34.9%

33.8%

35.0%

33.3%

16.8%

20.0%

9.9%

12.8%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Y2005

Y2006

Workplace/School Home In transit In public

Location of Using Mobile Data Services

32.8%

26.7%

An increase in the use of mobile data services in transit and in public

Note： Currently Using RespondentsSource: III-FIND, 2006

Usage on MDS Category

52.2%

33.8%

24.1%17.4%

0%

20%

40%

60%

M-Communication M-Entertainment M-Content M-Commerce

Mobile Subscribers

Note: n=6,228Source: III-FIND, 2006

Usage on MDS Category

0%

20%

40%

60%

80%

100%

M-Communication M-Entertainment M-Content M-Commerce

Not often somewhat often Often Very often

92.0%

67.4%

46.0%

32.5%

Mobile Data Service Users

Source: III-FIND, 2006

Note: Currently using respondents， n=2,487

Frequency and location on MDS category

Frequency monthly

Note： Current MDS users， n=2,487

Using locations

34.5%

27.1%

28.7%

32.9%

14.1%

9.6%

21.5%

17.0%

19.4%

14.1%

24.4%

14.1% 35.9%

49.1%

25.4%

32.0%

0% 20% 40% 60% 80% 100%

M-Communication

M-Entertainment

M-Content

M-Commerce

Workplace/ School In Public In Transit Home

12.1

2.7 2.81.1

0

5

10

15

M-Communication M-Entertainment M-Content M-Commerce

Ti

mes per

month

Source: III-FIND, 2006

50.9%

36.3%

31.5%

30.6%

21.8%

19.6%

18.9%

16.5%

15.4%

15.4%

0% 10% 20% 30% 40% 50% 60%

SMS

Ring tone download

MMS

Graphic download

Java game download

News

e-Mail

Enertainment/ Sport news

Mobile instand messaging

Weather

Top 10 Mobile Data Services

Note： mobile subscribers， n=6,228Source: III-FIND, 2006

MDS Usage by systems

Note：Mobile subscribers， n=6,228Source: III-FIND, 2006

82.3%

61.4%55.6%

83.1%

68.0%58.3%

0%

20%

40%

60%

80%

100%

3G users PHS users GPRS/WAP users

2006 2005

Mobile Worker

Mobile worker's proportion

Note： workers， n=3,723

Where the mobile worker?

Mobile worker means that more than 20% working time will leave the main job site, or the person who doesn't have regular workplace

Source: III-FIND, 2006

Mobile worker13.9%

non-mobile worker86.1%

10.6%

31.2%

22.7%

0%

5%

10%

15%

20%

25%

30%

35%

Office Home others

Conclusion• WMDS is very important

– To understand the status of mobile data service– To find out the position where my country stands– For operators to compare

• Find out the factors that obstruct the market development– Content is poor?– Too expensive?– Handset issue?

• What the most popular services in other countries?– Good business model– Another platform

Thank you!!

ttp:::www: n :or :tw: nh fi d g e gYou can find more information

about Taiwan’s ICT development on this website.