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市場調査レポート
SOHOセグメントへのターゲッティングおよび流通
Targeting & Distribution to the SOHO Segment
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Abstract
This report will show that although the number of products and services that
are currently available to the SOHO market have expanded in the last four
years, the issues faced then remain similar. With 30% of the European
workforce being employed by very small companies, and with many SOHO employees
being highly mobile, there is obviously a potentially lucrative market waiting
to be addressed. The problem is that although the market is large, the
companies that make it up are hugely diverse, with some non-employer
enterprises barely making enough money to support their one worker, and others
turning over several hundreds of thousands of Euros.
In times of economic uncertainty and when mobile markets are saturated, the
importance of the potentially high-spending SOHO segment of the market is
further emphasised and MNOs need to address the segment successfully if they
are to meet revenue and EBITDA targets set by their shareholders.
This report provides a view of the current potential of the SOHO market
segment and how well some MNOs are addressing it and concludes with findings
and recommendations essential to any network operator that needs to maximise
its return in this area.
Table of Contents
- 1. OVERVIEW
- 2. INTRODUCTION
- 2.1. Background to the Report
- 2.2. Report Content
- 2.3. Currency and Conversions
- 3. THE SOHO MARKET
- 3.1. Requirements of the SOHO Market
- 3.2. Defining the Market
- 3.2.1. Introduction
- 3.2.2. European Union
- 3.2.3. US
- 4. SOHO CUSTOMER SERVICE OFFERINGS
- 4.1. Operator Business Market Segmentation
- 4.2. Services Available to SOHO Customers
- 4.3. Tariffs for the SOHO Market
- 4.3.1. Introduction
- 4.3.2. SFR
- 4.3.3. Cosmote
- 4.3.4. Vodafone UK
- 4.3.5. Proximus
- 4.3.6. Verizon Wireless
- 4.4. Data Services for the SOHO Market
- 4.4.1. Introduction
- 4.4.2. Selected Data Propositions
- 4.5. Multi-Play Offerings for the SOHO Market
- 4.5.1. Introduction
- 4.5.2. Mobistar
- 4.5.3. SFR
- 5. DISTRIBUTION AND MARKETING
- 5.1. Introduction
- 5.2. Vodafone
- 5.3. Verizon Wireless
- 6. KEY FINDINGS
- 7. RECOMMENDATIONS
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