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Multiplay - New Supply-side Strategies: Bundles, Content, Smart Access & Segmentation

  • Published:
  • 115 Pages
  • IDATE

Abstract

Bundles, content, smart access, segmentation

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This report takes a look at the major developments in services being bundled with Internet access. It analyses trends in triple and quadruple-play bundles, their convergence and their economic impact on vendors. It also explores deep product line strategies: digital home, rich communication, secure access, and opportunities tied to segmentation.

Report's key questions

  • At a time when telecom markets are stagnating, what possible growth outlets are there for telcos?
  • What are the major innovations in the area of services bundled with access: additional services, content, smart access, segmentation?
  • What are the assets and limitations of bundling strategies? How do bundles affect ARPU, margins and customer loyalty?
  • Will adding content to the equation bring growth and, if so, for which type of operator?
  • Is enhancing access with other services closer to telcos' core business a sound development strategy?
  • Is segmentation operators' main strategy for handling the explosion in traffic on the networks?
  • Can telcos sell quality of service?

Table of Contents

1. Executive Summary

2. Methodology

3. Introduction

  • 3.1. Background and objectives
  • 3.2. Key factors in supply-side strategies
    • 3.2.1.Technlogical developments
    • 3.2.2. Structure of demand
    • 3.2.3. Increased competition
    • 3.2.4. Economic situation
    • 3.2.5. Regulatory situation
    • 3.2.6. Telcos' market objectives

4. Service bundles

  • 4.1. Definition: cross-selling & bundles
  • 4.2. Usage: bundling is a market reality
  • 4.3. Vendors positioning on quadruple play bundles
    • 4.3.1. Changing positions
    • 4.3.2. Vendor's positioning with respect to the quadruple play
    • 4.3.3. Bundling strategies by type of vendor
  • 4.4. The triple play
    • 4.4.1. Triple play as industry standard and the gradual disappearance of standalone offers
    • 4.4.2. Examples of triple play bundles
  • 4.5. The quadruple play
    • 4.5.1. Quadruple play bundles still a novelty
    • 4.5.2. Examples quadruple play bundles
  • 4.6. Analysis of bundling strategies
    • 4.6.1. Triple and quadruple play pricing strategies
    • 4.6.2. Bundles' economic impact on ARPU, churn and margins
    • 4.6.3. How far can existing customers be monetised?
    • 4.6.4. Perspectives: IPTV's role in triple and quadruple play bundles, and the search for convergence

5. Access + content strategies

  • 5.1. Definition
  • 5.2. Operators' positioning on offers that include content
  • 5.3. Must-have services
    • Premium TV
    • VOD
    • PVR
  • 5.4. Content that lends an edge
    • Music
    • Games
  • 5.5. Packages that combine different types of content
  • 5.6. Strategic analysis: integrator, aggregator or provider of quality access: which is the way to go?

6. Smart access

  • 6.1. Introduction
  • 6.2. Rich communication
    • 6.2.1. Services bundled with landline calling
    • 6.2.2. Rich mobile communication
    • 6.2.3. Location-based services
  • 6.3. Digital home
    • 6.3.1. Access to content
    • 6.3.2. The home network
    • 6.3.3. Remote access to the home
  • 6.4. Secure access
    • 6.4.1. Storage and security
    • 6.4.2. Insurance
    • 6.4.3. Payment
  • 6.5. Opportunities in services close to telcos' core business, with prospects for bigger margins and an edge over the Internet giants

7. Segmenting services

  • 7.1. Segmenting access solutions to monetise the network
    • 7.1.1. Usage-based billing
    • 7.1.2.Speed-based billing
    • 7.1.3. QoS offers
    • 7.1.4. Capping traffic to educate users
    • 7.1.5. Market opportunities tied to the type of network, and a niche target market
  • 7.2. Family offers: targeting individuals and their circle to secure loyalty
    • 7.2.1. Multiple-line solutions
    • 7.2.2. Packages for typical families
  • 7.3. Targeted offers for different segments of the population
  • 7.4. Trend: segmentation, a vital challenge

8. Conclusion: several points of leverage

9. Player profiles

Company presentation and line strategy for:

  • Comcast
  • FastWeb
  • Free
  • Orange France
  • SFR
  • Verizon
  • Virgin Media UK
  • Vodafone Spain
  • Telecom Italia
  • Telefonica Spain
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