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市場調査レポート
モバイルサービスにおける最適プランのアドバイス手法実施の利点及び課題
Benefits and Challenges of Executing Best Plan Advice Schemes
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Abstract
Best plan advice and tariff optimisation schemes are likely to grow in
popularity. The complexity and growth of mobile offers combined with the
extension of mobile services into multimedia entertainment will inevitably
generate increased consumer demand for simple 'value' guarantees. Tariff
Optimisation and Best Plan Advice schemes can address this requirement and
deliver strategic long-term benefits that cannot be ignored. However, before
embarking on this route, it is vital that the MNO has clarity about what the
objectives are and how - and over what length of time - they will be achieved.
In this report we explore/provide:
- The rationale for Tariff Optimisation and Best Plan Advice, market
conditions that favour these approaches and the impact of schemes on loyalty
and ARPU
- Examination of the differential positioning of these schemes when
introduced by dominant monopoly players, incumbents and late market entrants
- Key players, including the solution providers that have promoted and
supported implementations of schemes in multiple MNOs
- Case Studies of implemented schemes, including some that have been
successful and achieved or exceeded MNO objectives and others that have failed
to deliver
- Conclusions and recommendations for MNOs in the area of Tariff
Optimisation and Best Plan Advice implementation.
Table of Contents
1. Overview
2. Introduction
- 2.1 Definition
- 2.2 Scope of this Report
3. Market Rationale
- 3.1 Consumer Need for Tariff Optimisation
- 3.2 Network Operator Drivers
- 3.2.1 Overview
- 3.2.2 Acquisition Improvements
- 3.2.3 Churn Reduction - Increased Satisfaction and Trust
- 3.2.4 Churn Reduction - Save Strategies
- 3.3 Adoption Barriers in MNOs
- 3.3.1 Revenue Write-Down
- 3.3.2 Regulators
- 3.3.3 Potential for Churn Promotion
- 3.4 Measuring Benefits to MNOs
- 3.5 Benefits to Dominant or Monopoly Providers
- 3.6 Benefits to Incumbents
- 3.7 Benefits to Late Entrants/MVNOs
- 3.8 Customer Segmentation & Communication
- 3.8.1 Optimum Segments
- 3.8.2 Customer Communication
4. Key Solution Providers
- 4.1 Background to Tariff Optimisation Solutions
- 4.2 Aperio
- 4.2.1 Background
- 4.2.2 Pricing Authority
- 4.2.3 Smart Save
- 4.2.4 Aperio Implementations
- 4.2.5 Data Basis for Calculations
- 4.2.6 Integration with CRM & Billing Platforms
- 4.2.7 Addressing Prepay Customers
- 4.3 Analysys
- 4.3.1 Background
- 4.3.2 PriceManager
- 4.4 EasyChange
- 4.4.1 Background
- 4.4.2 The EasyChange Platform
5. Tariff Optimisation Implementations
- 5.1 Introduction
- 5.2 Sainsbury (Service Provider) UK
- 5.2.1 Introduction
- 5.2.2 Tariff Optimisation Approach
- 5.2.3 Tariff Optimisation Results
- 5.2.4 Solution Provider Perspectives
- 5.3 O2 UK
- 5.3.1 Introduction
- 5.3.2 Tariff Optimisation and Best Plan Advice Approach
- 5.3.3 O2's Current Best Plan Advice
6. Analysis & Conclusions
- 6.1 Introduction
- 6.2 Customer Motivations & Market Conditions
- 6.3 Potential Impacts
- 6.4 Prospects for Best Plan Advice and Tariff Optimisation
7. Recommendations
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