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市場調査レポート
マルチプレイ市場で成功するための戦略
Successful Multi-Play Market Strategies
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Abstract
Convergence in telecommunications markets has been one of the key themes of
the 21st Century. Most MNOs have been impelled to follow some kind of
multi-play strategy.
- Some are currently providing dual-play propositions.
- Others have chosen to provide quad-play products including mobile, home
line, TV and broadband.
By following these strategies MNOs now find themselves in direct competition
with a range of service providers including cable operators, content
providers, PTOs and ISPs.
This report examines the offerings of the major operators in the key markets,
the products they are delivering and which are likely to be the winners and
losers in the fight for the customer. The report concludes with a range of
concrete recommendations that MNOs and MVNOs need to consider as they develop
their own competitive response to the evolving convergent marketplace.
Table of Contents
1. OVERVIEW
2. INTRODUCTION
- 2.1. Background to the Report
- 2.2. Report Content
- 2.3. Currency
3. MULTI-PLAY DRIVERS
- 3.1. Demise of Pure-play
- 3.2. Growth of Broadband
- 3.3. Naked DSL versus LLU
- 3.4. Network Convergence
- 3.5. Device Convergence
- 3.5.1. Home-Zones
- 3.5.2. BT Total Broadband Anywhere
- 3.5.3. Orange Unik
- 3.5.4. Neuf Cegetel TWIN Content Delivery
- 3.6. Supply Convergence (consolidation of operators, bundling, billing)
- 3.6.1. Acquisition
- 3.6.2. Operational Consolidation
4. CONVERGENT MARKET OFFERS
- 4.1. Dual, Triple or Quad?
- 4.2. Bundled Offers
- 4.3. Prepay Multi-play
- 4.4. Mobile Broadband Offers
- 4.5. Using TV Services to Drive Growth
- 4.6. Combating Substitution
5. THE ECONOMICS OF MULTI-PLAY
- 5.1. Revenue Preservation
- 5.2. ARPU Increases
- 5.3. Brand Strength
6. KEY FINDINGS
- 6.1. Drivers
- 6.2. Operator Strategies
7. RECOMMENDATIONS
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