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市場調査レポート
通信回線経由のテレビ放送：欧州における市場機会とオペレーターによる戦略
Telco TV: European Market Opportunities and Operator Strategies
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当商品の販売は、2012年05月03日を持ちまして終了しました。
Abstract
With revenues from fixed telephony in decline and broadband retail prices
eroded by increasing competition, Europe's fixed operators view IPTV as a
potential answer to the revenue shortfall. However, in contrast to the
homogeneous US market, there are marked national and regional differences in
broadband adoption and customer spend.
Telco TV: European market opportunities and operator strategies examines local
factors that determine the size of the opportunity for telco TV and addresses
your key questions:
- What multichannel television platforms are already established, and could
or would the players operating them venture into IPTV themselves?
- To what extent will nascent DTT services impact upon the take-up of IPTV
services?
- Given that IPTV's maximum user base is defined by the number of xDSL
users, what are the existing rates for the adoption of broadband services?
- Can operators compete with existing triple-play service providers on cost
and/or content provision?
- Should operators offer a full bouquet of channels or simply pay-per-view
or video-on-demand services?
Table of Contents
- 1 IPTV has arrived just when telcos need it
- 1.1 Telcos revenues are being squeezed by competition and market changes
- 1.2 Incumbents see IPTV and triple play as a key response
- 1.3 Alternative network operators came into IPTV early
- 1.4 IPTVs success will be determined by both market structure and
operator strategy
- 2 The opportunity for telco TV will depend upon the availability and
composition of competing TV services
- 2.1 Telco TV operators will face competition on a variety of platforms
- 2.2 The increasing availability of DTT services will prove a threat to
IPTV
- 3 European markets will vary in their receptiveness to IPTV
- 3.1 Neighbouring markets tend to possess similar broadcasting profiles,
up to a point
- 3.2 Definitions of multichannel and pay TV can be misleading
- 3.3 There is a strong correlation between high cable adoption and low
cable digitalisation
- 3.4 High multichannel penetration will not necessarily retard IPTV
adoption
- 4 Operators should leverage their fixed-line user base to drive IPTV
adoption
- 4.1 Existing broadband subscribers represent the initial potential user
base for IPTV
- 4.2 Markets with high broadband and low pay-TV penetration offer the
greatest scope for early IPTV adoption
- 4.3 Current low adoption of triple play should not unduly alarm telcos
- 5 Local interpretation of telecoms and media regulation will affect the
market opportunities for telcos
- 5.1 Decisions on VDSL regulation are critical to the future of altnets
- 5.2 EC regulation of bundles of sports rights may result in reduced
costs and increase PPV opportunities for telcos
- 5.3 Telcos launching IPTV services might encounter cross-ownership
restrictions
- 6 Telco strategy must be designed to reflect local market conditions
- 6.1 Operators can seek to compete directly with existing multichannel
platforms
- 6.2 Operators should focus on exploiting IPTVs USPs in saturated pay-TV
markets
- 6.3 Telcos can explore partnerships with DTH or DTT operators
- Actions
Figures and tables
- Figure 1.1: Voice revenue in selected European markets, 2003--5
- Figure 1.2: Residential telecoms spend in Western Europe, 2001--11
- Figure 2.1: LGI/UPCs pay-TV market share in selected European markets,
September 2005
- Table 2.1: European DTT households, September 2005
- Figure 3.1: European pay-TV adoption versus digital penetration, September
2005
- Figure 3.2: European multichannel and cable penetration, 2005
- Figure 3.3: European penetration of cable TV versus cable digitalisation,
September 2005
- Figure 3.3: European penetration of cable TV versus cable digitalisation,
September 2005
- Table 4.1: European broadband households, 2005
- Figure 4.1: European broadband subscriptions by technology, September 2005
- Figure 4.2: European pay TV versus broadband penetration, September 2005
- Figure 4.3: Western European broadband household penetration, 2005--11
- Figure 4.4: Western European pay-TV penetration in 2005 versus potential
available monthly spend on additional broadband services in 2011
- Table 4.2: European adoption of triple play by selected cable operators,
September 2005
- Figure 6.1: BSkyBs interactive revenues from Sky Active and Sky Bet,
2001--5
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