[보고서타입] 기획보고서 발행일 : 2003-02-05페이지수 : 145p가격 : 3,000,000원(VAT 별도)[Introduction]Mobile operators, facing 65% market in Korea, maintain solid bottom lines. In 2001, mobile operators had over 13 % of net income. SK Telecom, the market leader, earned close to 20% net income. Wireless Internet revenues are growing at close to 20% a year, well compensating for the gradual decrease in voice revenues.Behind this outcome are bold innovations from mobile operators redefining telecoms marketing and mobile payment. They have created one of the most dynamic mobile telecoms markets in the world. This report examines key driving forces: Brand Product by age and sex, Membership Cards, and Mobile Card.Brand Product is born out of “divide-conquer-retain” strategy. It comes with a name signifying the very essence of the target generation (for example, Khai, χ, for the infinite potential of the 19s to 24s year olds); pricing plans flexible to fit the life styles; and Membership Card with all sorts of discounts at popular joints such as family restaurants, fast food, cinemas, and theme parks. Brand Product and Membership, overall, have been proven effective. Churn rate for Membership Card holders is 20 to 30% lower than that for non-membership owners. Also, membership owners’ ARPU is higher than that of non-owner’s ARPU. Membership Card helps retain valuable customers. There are ten Brand Products and twelve Membership Cards in the market today.In 2001, mobile operators introduced Mobile Cards, co-branded with a credit card company. Mobile Card is a credit card with Smart Card technology. It consolidates functions of credit card, Electronic Cash, Membership Card, Transportation Card, and Points Reward Program into one card. Already, mobile operators introduce mobile phones with built-in Mobile Card and have been building out the supporting infrastructure for mobile payment. Although it will be at least 2 to 3 years before the mobile payment infrastructure is a common place, the mobile payment market in Korea is getting a tremendous momentum and is a definite candidate for a runaway success.You will learn: Brand Product features and TTL success, the first Brand Product for the 20s Membership Card features, costs and values Mobile Card features and business models The state of mobile payment infrastructure deployment in Korea Basic facts and key trends about Korean mobile telecoms market Mobile payment and commerce market prospectsWho should read this report? Marketing professionals for mobile operators understand how mobile operators in Korea have divided, conquered and retain customers in 65% saturated mobile market. They gain details on innovative marketing programs.A business strategist from the mobile telecoms or financial services industries looking to build a business case and an outlook on the mobile paymentAny vendor serving mobile operators looking to market mobile payment enabling solutions[구매문의]정지선 팀장 (031-708-5665, arare@arg.co.kr