バンドル化戦略 - ダブル/トリプル/クワドラプルプレイ

Bundling Strategies - Double, Triple, Quadruple Play

発行	IDATE
出版日	2005年11月	商品コード	36055
ページ情報	英文 200 pages
価格	こちらの商品の販売は終了いたしました。

概要
原文目次
関連レポート

当商品の販売は、2011年07月19日を持ちまして終了しました。

原文目次

Abstract

This report offers an in-depth analysis of the services provided by operators- incumbents, cable operators and access providers - and the positioning of service bundles in the range strategy.

Executive Summary

Introduction

1. Panorama of bundle offerings in Europe, Asia and the USA

1.1. Introduction
1.2. Typology of bundles of services: broad and deep ranges
1.3. Panorama of bundles offering
1.4. Bundles based on a key service
- 1.4.1. Bundles based on Internet access
- 1.4.2. Voice-based bundles
- 1.4.3. TV/video-related bundles
1.5. Bundles incorporating different types of services
- 1.5.1. Double play offerings
- 1.5.2. Triple play bundles
1.6. Identification of services marketed independently

2. Detailled players strategies

2.1. Auna
2.2. BT
2.3. Cegetel
2.4. Comcast
2.5. Fastweb
2.6. France Telecom
2.7. Free
2.8. Hanaro
2.9. NTT East
2.10. Ono
2.11. Plala Networks
2.12. SBC
2.13. Skylife
2.14. Telecom Italia
2.15. Telefonica de Espana
2.16. Telewest
2.17. Time Warner Cable
2.18. Tiscali
2.19. Verizon
2.20. Yahoo! Japan

3. Factors determining bundle strategy

3.1. Environmental factors
- 3.1.1. Competitive context
- 3.1.2. Structure of demand
- 3.1.3. Technological background
- 3.1.4. Regulatory framework
3.2. Operators' market objectives

4. Analysis of operators' marketing mix

4.1. Offering strategy: what are the arbitrages between broad and in-depth ranges?
- 4.1.1. Strategy of combining services based on a basic brick service: the in-depth range option
- 4.1.2. Triple and quadruple play strategy: the choice of a broad range
- 4.1.3. Quadruple play strategy
- 4.1.4. Arbitrage between deep and broad ranges
- 4.1.5. Range of bundles
4.2. Pricing strategy: what are the pricing choices related to bundle offerings?
- 4.2.1. Average prices charged by operators for the three basic services: Internet access, telephony and TV
- 4.2.2. Prices charged for triple play bundle offerings
- 4.2.3. Level of discount on bundle offerings
- 4.2.4. Special offers
4.3. Advertising strategy
- 4.3.1. How transparent is the bundle offering in the service range?
- 4.3.2. Advertising
- 4.3.3. Distribution
4.4. Quantifiable results of the bundle strategy
- 4.4.1. The case of Telewest
- 4.4.2. Increase in ARPU
- 4.4.3. Increase in margins
- 4.4.4. Rate of subscription to a multi-play offering
4.5. Typical service range strategies
4.6. Stakes and challenges

IDATE presentation

DigiWorld Catalogue 2005

List of tables

Table 1: Pictograms related to each type of range
Table 2: Bundles of services in deep ranges
Table 3: Bundles of service in broad ranges
Table 4: Pictograms related to each type of range
Table 5: Deepness of range for services related to Internet access, voice over IP and TV
Table 6: Range of services offered by operators (bundled or not)
Table 7: Positioning of players analysed in access related bundles
Table 8: Positioning of players analysed in voice-related bundles
Table 9: Positioning of players analysed with regard to TV and video
Table 10: Positioning of players analysed in double play bundles
Table 11: Double play offerings of voice over IP combined with Internet access
Table 12: Positioning of players analysed in triple play bundles
Table 13: Quadruple play offers
Table 14: Typology of non-bundled services available in the consumer market
Table 15: Pricing of Auna bundles in EUR
Table 16: The ComCast offering
Table 17: Discount on Comcast' s bundled offerings
Table 18: Fastweb VoIP prices (cts EUR/min)
Table 19: Fastweb Internet access prices (cts EUR/min)
Table 20: TPS pricing via France Telecom' s MaLigne TV (EUR/month)
Table 21: CanalSat pricing via France Telecom' s MaLigne TV (EUR/month)
Table 22: Canal+ Le bouquet pricing via France Telecom' s MaLigne TV (EUR/month)
Table 23: Price of France Telecom' s Internet + TPS bundle (EUR/month)
Table 24: Pricing of France Telecom' s Internet + CanalSat bundle (EUR/month)
Table 25: Pricing of France Telecom' s Internet + Canal+ Le bouquet bundle (EUR/month)
Table 26: Pricing of France Telecom' s Internet + video telephony offering
Table 27: Level of discount on double play TPS offerings + Internet access
Table 28: Hanaro' s Internet access offering
Table 29: Double Play Hanaro bundle: simple access + VoIP (Krw)
Table 30: Double Play Hanaro bundle: multiple access + VoIP (Krw)
Table 31: Double Play Hanaro bundle: access + Wi-Fi + VoIP (Krw)
Table 32: Double Play Hanaro bundle: Internet access + Wi-Fi access on hot-spots + VoIP (Krw)
Table 33: Triple Play Hanaro bundle with satellite TV (SkyLife) (Krw)
Table 34: SkyLife prices (Krw)
Table 35: Triple Play Hanaro bundle with cable TV (in selected regions) (Krw)
Table 36: Access related services offered by ONO (EUR)
Table 37: Range of ONO bundles (EUR)
Table 38: Pricing comparison of ONO' s bundled and separate offerings
Table 39: Plala' s TV/VOD offering
Table 40: Double Play FTTH access + VoIP (JPY)
Table 41: Double play FTTH access + TV (JPY)
Table 42: Triple play (JPY)
Table 43: The SBC services offering
Table 44: Total discount on SBC' s bundled offerings
Table 45: Pricing of Internet services by SkyLife (KrW)
Table 46: Pricing of SkyLife' s TV offerings (KrW)
Table 47: Comparison bundled offers/separate offers
Table 48: “SKYHD ELECTROMENAGER” bundle
Table 49: “4 Star” Services associated with telephony
Table 50: Telefonica' s Internet access offering
Table 51: Prices for the Imagenio offering
Table 52: Trends in penetration rates of triple play and ARPU levels related to the Telewest offering
Table 53: VoIP prices without subscription
Table 54: Tiscali international development
Table 55: Verizon' s range of bundles
Table 56: Total discount on Verizon' s bundle offerings
Table 57: Pricing of Yahoo! Japan' s ADSL Internet access service
Table 58: Structure of Yahoo! Japan' s TV/VOD offering
Table 59: Market share of operators in the Internet access market
Table 60: Telecommunication services most frequently used by households
Table 61: Number of services per household from a single provider
Table 62: Forecast number of homes with fibre connections (FTTP and FTTN)
Table 63: Bandwidth capacities offered by some of the main broadband Internet access
providers in Europe, Asia and the USA (May 2005)*
Table 64: Classification of major paying optional services related to access on offer
Table 65: The range of convenience services offered to VoIP subscribers
Table 66: Positioning of the players analysed in VOD and PPV services
Table 67: Partnership agreements set up with U.S. players in the framework of their
quadruple play offering
Table 68: Positioning of players according to the bundle range
Table 69: Details of discounts made on bundle offerings
Table 70: Levels of triple play distribution to new clients by distribution channel at Telewest
Table 71: Forms of sale and distribution channels preferred by operators
Table 72: Trends in Telewest' s turnover and net results between 2000 and 2004
Table 73: Trends in the number of Telewest clients subscribing to a bundle offering between
2002 and 2004
Table 74: Trends in the ARPU of Telewest subscribers for the year 2004 and Q1 2005
Table 75: A broad and deep range of bundles to win the loyalty of a large subscriber
base: incumbents facing challenges like France Telecom
Table 76: Basic bundles to stimulate broadband access demand: the incumbent operator
in a dominant position like Telefonica
Table 77: Low cost bundle to win market share: new entrant like Free
Table 78: Services oriented bundle to increase ARPU: new entrant like Tiscali
Table 79: A broad range to extend its positioning to new market segments: a cable operator
like Time Warner Cable
Table 80: Quadruple play to attract and win customer loyalty: U.S. RBOCs
Table 81: Typical Bundling strategies

List of figures

Figure 1: Presentation of the Auna range
Figure 2: Extension of Telefonica' s range of services
Figure 3: Share of Telewest subscribers that has subscribed to a “triple play” offering
Figure 4: Trends in the number of broadband subscribers since 2001
Figure 5: Competitive structure of the broadband access market (mid-2004)
Figure 6: Positioning of bundles in operators' strategies
Figure 7: Scope of range for paying services related to access, voice over IP and TV
Figure 8: Trends in the positioning of the various players in terms of the service offering
Figure 9: Positioning of players according to their broad range strategy
Figure 10: Positioning of the players analysed according to the depth and broadness of their service ranges
Figure 11: Monthly subscriptions charged by players for broadband Internet access (in EUR)
Figure 12: Monthly subscriptions charged by players for IP telephony (in EUR)
Figure 13: Monthly subscriptions charged by players for TV/video services (in EUR)
Figure 14: Monthly subscriptions charged by players for triple play bundles (in EUR)
Figure 15: Average discount according to the operator
Figure 16: Comparison between the discounts on basic and high end of the range bundles
Figure 17: Transparency of bundle offerings according to the scope of the range
Figure 18: Trends in the share of Telewest double and/ triple play subscribers between 2002 and 2004
Figure 19: Share of Telewest clients with a subscription to a triple play offering
Figure 20: Trends in Telewest' s ARPU between 2000 and 2004
Figure 21: Trends in the monthly churn rate of Telewest subscribers between Q1 2004 and
Q1 2005
Figure 22: Trends in average revenues per subscriber for COMCAST in New England