クワドラプルプレイのFMC戦略（2006-2011年）：トリプルプレイパッケージへのモバイルサービスの付加

Quad-play FMC strategies 2006-2011: Adding mobile services to the triple play package

発行	Visiongain
出版日	2007年01月	商品コード	49889
ページ情報	英文 130 pages
価格	こちらの商品の販売は終了いたしました。

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当商品の販売は、2011年08月12日を持ちまして終了しました。

原文目次

Abstract

Sky in the UK have already begun to prepare for the introduction of Quadruple play and its impact on their business. The opportunity of offering a bundled mobile, fixed line, broadband and TV solution was too much for NTL to ignore and Sky must do all they can early to try and see off this competition. But this isn' t only true of the UK, as Italian operators prepare for increased reductions and competition throughout their market. With BT' s Fusion offering also available competition is increasing rapidly. Who should you be aligning yourself with? How can you work with these companies? Do the companies themselves understand the market they are entering?

Service providers are increasingly looking at bundling as a means of reducing churn and increasing revenue. They hope to build on their success with two-play by deploying triple and quadruple play packages and offering increased services to their existing customer base. But what effect does the movement from two-play to triple and quadruple play have on KPIs? Does the perceived value justify the added costs? This report will tell you. Can TV and media options replace the reducing costs of mobile and fixed line?

Some companies such as Comcast are unimpressed by Quadruple play - who is right? who' s strategy will work? Visiongain has found large regional disparities between the number of households subscribing to bundled services. Similarly, the evolution of triple and quadruple play is going to differ drastically by region. How large will these variations be? Where are the biggest opportunities? This report answers these questions, and more. Would companies investments be better placed in other services or improving current services? Find out today.

Bundling has the potential to revive the fortunes of service providers if they develop packages that are in tune with their market segmentations. However, these service providers also face significant hurdles along the way. What difficulties do service providers face in convincing people to switch to triple and quadruple play packages? Will the deployment of IPTV packages by telcos be an essential part of their overall strategy to remain competitive? Is there a proven business case for moving to quad play?

This 130-page report provides an analysis of the current triple and quadruple play markets, including product offerings, pricing, strategies and business case viability. It also explores the opportunity for bundled services to households as the market evolves.

Among others, the report answers questions including:

What challenges does adding wireless to the triple-play bundle present?
What benefits can quadruple play bring to the triple play offering?
What lessons can be learned from early quad play offerings?
What is the most important component of a quad play bundle?
How does bundling differ by region?
How large is the demand for service bundles by consumers?
How will bundling evolve on a regioanl level through 2011?

Forecasts are provided and discussed in terms of geographical and technological markets, and the factors that are driving forward bundling are discussed in this report. The report also provides strategies and recommendations that are applicable to fixed and mobile operators, cable operators, and ISPs.

Chapter 1 Executive Summary

1.1 Evolution of the telecoms and entertainment markets
1.2 Market opportunities
1.3 Major market Trends
- 1.3.1 Significant growth in mobile subscribers
- 1.3.2 Falling operator revenues
- 1.3.3 Outsourcing grows in popularity
1.4 Future of the Wi-Fi market
1.5 Evolution of household entertainment media
- 1.5.1 Importance of broadband access
  - 1.5.1.1 IPTV prospects
1.6 Evolution of bundled service packages
1.7 Business models
1.8 Conclusions

Chapter 2 Introduction

2.1 Overview
- Table 2.1: IP-to-PSTN vs BT' s PSTN tariff and Virgin Mobile, H1 2006
- Chart 2.2: Global hybrid cellular/WLAN handset
2.2 Responses to falling revenues
2.3 Bundle definition
- 2.3.1 Triple play definition
- 2.3.2 Quadruple play
2.4 Cable vs telcos approach to bundling
2.5 Must have and nice to have services
2.6 Value of triple/quadruple play to service providers
2.7 Revenue generating options
- 2.7.1 Fixed telephony
- 2.7.2 Broadband
- 2.7.3 IPTV
- 2.7.4 Wi-Fi telephony
- 2.7.5 Consumer VoIP telephony
- 2.7.6 Mobile services
2.8 Mobile and VoIP
2.9 Report methodology
- 2.9.1 Organisation of the Report
- 2.9.2 Aims and Focus of this Report

Chapter 3 Global market analysis and forecasts

3.1 Market overview
3.2 IPTV is the key to effective bundling
3.4 IPTV is the way forward, as long as the applications are right
3.5 The mechanism behind IPTV
3.6 Technology providers
- Table 3.1 Vendors providing IPTV technologies, 2006 3.7 IPTV market drivers
- Chart 3.1: Churn rate of standalone service vs triple play packages
- 3.7.1 Broadband penetration on the rise
- 3.7.2 Competition between cable operators and telcos boost to IPTV market
- 3.7.3 Choice of content is expanding
- 3.7.4 Fibre to the home boost IPTV distribution
- 3.7.5 High definition broadcasting is creating a demand for IPTV services
- 3.7.6 Higher expectations among users make them look around for better services
3.8 IPTV market challenges
- 3.8.1 Technical challenges
- 3.8.2 Content challenges
  - Chart 3.2: Global household penetration of IPTV, 2005 & 2011
- 3.8.3 Content security
3.9 Commercial challenges
3.10 IPTV Market Restraints
- 3.10.1 Regulatory issues
- 3.10.2 Lack of bandwidth
- 3.10.3 DSL coverage
- 3.10.4 Proprietary technologies
- 3.10.5 Consumers education
3.11 Market Trends
- 3.11.1 Set-top boxes
- 3.11.2 Fibre and DSL deployment
- 3.11.3 IPTV services market forces
3.12 Target market
3.13 Demographic and core data
- Table 3.2: Global cable/satellite TV, Internet and broadband households,2005-2011
- Table 3.3: Worldwide mobile subscribers and revenues, 2005-2011
- Table 3.4: Mobile subscribers by region, 2005-2011 (%)
- Table 3.5: Mobile revenues by region, 2005-2011 (%)
- Table 3.6: Countries with 100%+ mobile penetration as of Q4 2005
- Table 3.7: Cellular mobile services competition (%), 2006
- Table 3.8: Top 10 mobile operators by proportionate subscribers, 2006
- Table 3.9: Broadband penetration by economies worldwide, 2006
- Table 3.10: Worldwide IPTV subscribers and revenues, 2005-2011
- Table 3.11: IPTV subscribers by region, 2005-2011
- Table 3.12: IPTV revenues by region, 2005-2011
3.14 Case studies
- 3.14.1 Fastweb
- 3.14.2 NTL-Virgin
  - 3.14.2.1 Strategy
- 3.14.3 Neuf Cegetel
  - 3.14.3.1 Strategy
- 3.14.4 Iliad
- 3.14.5 Verizon
  - 3.14.5.1 Verizon triple play
  - 3.14.5.2 Strategy
- 3.14.6 Telstra

Chapter 4 North American market analysis and forecasts

4.1 North Americas
- 4.1.1 Market overview
- 4.1.2 Demographic and core data
  - Table 4.1: North American internet, broadband and cable/satellite TV households, 2005-2011
  - Table 4.2: North American mobile subscribers and revenues, 2005-2011
  - Table 4.3: North American IPTV subscribers and revenues, 2005-2011
- 4.1.3 Services demand
- 4.1.4 Fixed-line displacement trends
  - Table 4.4: North American households subscribing to bundled packages (by service type), 2005-2011
- 4.1.5 Services revenues provision of bundle services will increase in line with the rise in subscribers
  - Table 4.5: North American market revenue growth from bundled services, 2005-2011
- 4.1.6 Challenges
  - 4.1.6.1 Lower margins and revenue from promotional offers aimed at attracting customers
  - 4.1.6.2 Changes associated with OSS/BSS provisioning of a single bill to customers
  - 4.1.6.3 Costs of implementing a bundling strategy
  - 4.1.6.4 Developing and managing new relationships needed to offer a wide range of services
  - 4.1.6.5 Increased competition by new entrants from the IP sector
- 4.1.7 Market drivers
  - 4.1.7.1 Reduced churn and potential for additional revenue
  - 4.1.7.2 Improved customer experience
  - 4.1.7.3 Promotional discounts and offers on bundles
  - 4.1.7.4 Bundle pricing
    - Table 4.6: Pricing of bundled service packages by type
  - 4.1.7.5 Single point of contact for all subscribed services
  - 4.1.7.6 Competition between telcos, cable companies, and new entrants
- 4.1.8 Market restraints
  - 4.1.8.1 Badly deployed OSS/BSS systems
  - 4.1.8.2 Regulatory hurdles that affect deployment of services
  - 4.1.8.3 High marketing costs associated with customer acquisition
4.1.8.4 Competition between telcos, cable companies, and new entrants
- 4.1.9 Market trends
  - 4.1.9.1 Merger & Acquisition
  - 4.1.9.2 Strategic alliances & partnerships
  - 4.1.9.3 Customer demands
  - 4.1.9.4 Network and service convergence
  - 4.1.9.5 Technology
    - 4.1.9.5.1 ADSL and beyond
      - Table 4.7: Application vs required bandwidth, 2006
      - Table 4.8 Maximum up/down speed per technology
    - 4.1.9.5.1.2 VCC is coming
- 4.1.10 Bundle offering
  - Table 4.9 Typical US bundles type, Q2 2006
  - 4.1.10.1 Bundle solutions
- 4.1.11 Quadruple play readiness
  - 4.1.1.11.1 US market
    - Table 4.10 North American bundle service providers, Q2 2006
    - Table 4.11: Bresnan Communications subscribers by service type
  - 4.1.11.2 Canadian Market

Chapter 5 Latin America market analysis and forecasts

5.1 Market Overview
5.2 Demographic and core data
- Table 5.1: Latin American internet, broadband and cable/satellite TV households, 2005-2011
- Table 5.2: Latin America mobile subscribers and revenues, 2005-2011
- Table 5.3: Latin America IPTV subscribers and revenues, 2005-2011
5.3 Quadruple Play Readiness
- Table 5.4: Bundle service providers in Latin America
- 5.3.1 Argentina
- 5.3.2 Brazil
- 5.3.3 Mexico
5.4 Bolivia
5.5 Chile
5.6 Colombia
5.7 Ecuador
5.8 Peru
5.9 Nicaragua

Chapter 6 European market analysis and forecasts

6.1 Market Overview
6.2 European triple play players
- Table 6.1 European bundle players, Q2 2006
6.3 Demographic and core data
- Table 6.2: European internet, broadband and cable/satellite TV households,2005-2011
6.4 Services demand
- Table 6.3: European households subscribing to bundled services (by service type), 2005-2011
- Table 6.4: European examples of bundles, Q2 2006
- Table 6.5: European mobile subscribers and revenues, 2005-2011
- Table 6.6: European IPTV subscribers and revenues, 2005-2011
6.5 European market trends
- Table 6.7: European service providers offering bundled services, Q2 2006
- Table 6.8: UK typical bundle offering
6.6 Merger & Acquisitions
6.7 Quadruple play readiness
- 6.7.1 Carphone Warehouse
- 6.7.2 BT
- 6.7.3 Vodafone
- 6.7.4 O2
- 6.7.5 Orange
- 6.7.6 Belgium
- 6.7.7 Spain
- 6.7.8 Norway
- 6.7.9 Switzerland
- 6.7.10 Germany

Chapter 7 Asia-Pacific market analysis and forecasts

7.1 Market Overview
7.2 Demographic and core data
- Table 7.1: Asia-Pacific internet, broadband and cable/satellite T V households 2005-2011
7.3 Services demand
- Table 7.2: Asia-Pacific households subscribing to bundled packages (by service type), 2005-2011
- Table 7.3: Asia-Pacific mobile subscribers and revenues, 2005-2011
7.4 IPTV in Asia-Pacific
- Table 7.3: Asia-Pacific IPTV subscribers and revenues, 2005-2011
7.5 Quadruple play readiness
- Table 7.6: Asia-Pacific bundle service providers, Q2 2006
- 7.5.1 Japan
- 7.5.2 Hong Kong
- 7.5.3 Australia
- 7.5.3 India
- 7.5.4 China

Chapter 8 MEA market analysis and forecasts

8.1 Market Overview
8.2 Demographic and core data
- Table 8.1: MEA internet, broadband and cable/satellite TV households, 2005-2011
8.3 Services demand
- Table 8.2: MEA households subscribing to bundled packages (by service type), 2005-2011
8.4 Mobile service
- Table 8.3: MEA mobile subscribers and revenues, 2005-2011
- Table 8.4: MEA IPTV subscribers and revenues, 2005-2011
8.5 Quadruple play readiness
- 8.5.1 The MEA region
  - Table 8.5: MEA bundle service providers, Q2 2006

Chapter 9 Recommendations and strategies for success

9.1 Overview
9.2 Strategy for service providers
- 9.2.1 Customers expectations
9.3 Strategies based on marketing approach
- 9.3.1 Improved services
- 9.3.2 Segmentation
9.4 Promoting basic IPTV services
9.5 Fixed-line operator strategies
- 9.5.1 Strategy based on outsourcing
- 9.5.2 Flexing financial might
- 9.5.3 Re-merging
9.6 Strategy for mobile only operators
- 9.6.1 Partnerships
- 9.6.2 Strategy based on technology
  - 9.6.2.1 Vendors
  - 9.6.2.2 Import proven technologies
9.7 Strategy for ISPs
- 9.7.1 More play options
9.8 Strategies based on strategic alliances
- 9.8.1 Alliances
- 9.8.2 Adding value
9.9 Strategies based on pricing