市場調査レポート

トリプルプレイ料金調査(2011年第4四半期):割増料金を狙う欧州・米国の通信事業者

Triple-play Pricing Study 4Q 2011: Operators in Europe and the USA Aim to Achieve a Price Premium

発行 Analysys Mason 商品コード 239635
出版日 ページ情報 英文 PPT (40 slides); Excel
納期: 即日から翌営業日
価格
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トリプルプレイ料金調査(2011年第4四半期):割増料金を狙う欧州・米国の通信事業者 Triple-play Pricing Study 4Q 2011: Operators in Europe and the USA Aim to Achieve a Price Premium
出版日: 2012年03月28日 ページ情報: 英文 PPT (40 slides); Excel
概要

当レポートでは、欧州・米国の通信事業者によるブロードバンド、ダブルプレイ、トリプルプレイ、クアドロプルプレイサービスの料金について調査分析し、2,000種類のサービスバンドルの各種料金設定、国別の比較、既存事業者と新規ネットワーク事業者との比較、割増料金の導入状況などをまとめ、概略下記の構成でお届けいたします。

エグゼクティブサマリー

イントロダクション・調査範囲

  • 欧州・米国のブロードバンド・ダブル&トリプルプレイ料金の推移
  • ユーザーの利用モデル:「ライト」・「平均」・「ヘビー」ユーザーの違い

サービス速度の進化

  • ケーブル&VDSLは引き続き下り速度で競合・DSL速度の中央値は8Mbpsを超える
  • ケーブルモデム上り速度は向上を続けるが、VDSLには追いつけない
  • リトアニア・スウェーデン・ウクライナ・ルーマニア:消費者向けブロードバンドが1ヶ月あたり0.1ユーロ/mbps以下で利用可能

国別料金比較

  • 欧州諸国居住者の約3分の1は1ヶ月15ユーロ以下で固定ブロードバンドの利用が可能
  • 既存事業者:最安値のダブルプレイサービスを提供
  • トリプルプレイサービスをゴールドスタンダードの1ヶ月30ユーロで利用できるのは欧州諸国の半数以下
  • 最安値のトリプルプレイサービス料金:欧州諸国の約半数で若干上昇

既存事業者 vs 新規ネットワーク事業者

  • ローカルループのコストをカバーするため、ほとんどの既存事業者はスタンドアロンまたはネイキッドブロードバンドサービスの料金を高く設定
  • 既存事業者のブロードバンド+音声の料金は高め:消費者慣性から利益を得るため
  • ケーブル事業者:他のコンテンツコストを埋め合わせできるため、競争力のある料金でトリプルプレイバンドルを提供できる

プロモーション用料金

  • 固定ブロードバンドのプロモーション、など

高速化・音声・TVサービス向け特別料金

  • 超高速ブロードバンドの料金:2011年第4四半期には12.3%下落
  • 音声・TVサービス用料金:国によって大きく異なる

固定バンドルへのモビリティの導入

  • モバイルブロードバンド料金:西欧のほとんどの国でエントリーレベルの固定ブロードバンドパッケージより低い
  • トリプルプレイからマルチプレイサービスへ:統合オペレーターが固定・モバイルサービスのより強力なバンドル設定
  • バンドルの一部としてのモバイルブロードバンド料金:2011年若干の下落
  • 消費者はサービスバンドルにした場合、モバイルブロードバンドを平均33%を節約できる

著者について

Analysys Masonについて

図表

目次

Abstract

Most operators attempting to achieve a premium by offering ultra-fast broadband speeds, or by bundling mobile broadband services, are slowly cutting prices.

This Report analyses the results of the latest round of Analysys Mason's Triple-play pricing study, conducted in the fourth quarter of 2011. Benchmarking 2000 service bundles across more than twenty European countries, the Report covers broadband, double- and triple-play services as well as quadruple-play services.

This Report provides:

  • detailed pricing of 2000 service bundles including access, installation, enquipment, usage charges and promotional discounts
  • analysis of:
    • incumbent versus altnet pricing
    • downstream and upstream speeds by access technology (including VDSL)
    • the increase in ARPU from multi-play services, ultra-fast broadband and mobile broadband
    • optimising promotional and entry-level pricing
    • fixed versus mobile broadband pricing
    • premiums charged for mobile broadband and cost savings relative to buying standalone mobile broadband
    • country-by-country benchmarks of broadband affordability
    • the price per megabit per second.

Table of Contents

  • 5.Executive summary
  • 6.Executive summary
  • 7.Introduction and scope
  • 8.This report examines current and historical broadband, double- and triple-play pricing across Europe and the USA
  • 9.Usage profiles model the difference between 'light', 'typical' and 'heavy' users
  • 10.Service speed evolution
  • 11.Cable and VDSL continue to compete on downstream speed, and median DSL speeds finally exceed 8Mbps
  • 12.Cable modem upstream speeds continue to increase but cannot keep pace with VDSL
  • 13.Consumer broadband is available for less than EUR0.1 per megabit per second per month in Lithuania, Sweden, Ukraine and Romania
  • 14.Country-by-country pricing comparison
  • 15.Residents of approximately one third of European countries can buy fixed broadband for less than EUR15 per month
  • 16.Incumbent operators are increasingly offering the cheapest double-play services
  • 17.Fewer than half of European countries have reached the 'gold standard' EUR30 per month for triple-play services
  • 18.Prices of least-expensive triple-play services increased slightly in almost half of the European countries
  • 19.Incumbent versus altnet
  • 20.Most incumbents maintain high premiums for standalone and naked broadband services in order to cover the cost of the local loop
  • 21.Broadband-plus-voice prices are higher among incumbents, because they benefit from customer inertia
  • 22.Cablecos can offer triple-play bundles at competitive prices because they can recoup content costs elsewhere
  • 23.Promotional pricing
  • 24.Fixed broadband promotions tend to have the features of one or more of four basic types
  • 25.The most-aggressive pricing promotion promises better-than-half-price broadband during a two-year period
  • 26.Price premiums for higher speeds, and voice and TV services
  • 27.The ultra-fast broadband premium fell to 12.3% in the fourth quarter of 2011
  • 28.The price premium for voice and TV services varies significantly between countries
  • 29.Introducing mobility to fixed bundles
  • 30.Mobile broadband pricing undercuts comparable entry-level fixed broadband packages in most of Western Europe
  • 31.From triple-play to multi-play services: converged operators are finally bundling fixed and mobile services more tightly
  • 32.Mobile broadband prices as part of a bundle declined slightly during 2011
  • 33.Consumers save an average of 33% on mobile broadband when they buy it as part of a service bundle
  • 34.How to use the pivot charts in the data annex
  • 35.How to use the pivot charts in the data annex
  • 36.About the authors and Analysys Mason
  • 37.About the authors
  • 38.Copyright and disclaimer
  • 39.About Analysys Mason
  • 40.Research from Analysys Mason
  • 41.Consulting from Analysys Mason

List of figures

  • Figure 1: Unweighted mean price per megabit per second for residential fixed broadband access, Europe and the USA, 2003 - 2011
  • Figure 2: Inputs into the voice usage profile
  • Figure 3: Unweighted median downstream broadband speed by access technology, Europe and the USA, 2003 - 2011
  • Figure 4: Unweighted median upstream broadband speed by access technology, Europe and the USA, 2003 - 2011
  • Figure 5: Unweighted mean price per megabit per second per month for residential fixed broadband access, Europe and the USA, 2003 - 2011
  • Figure 6: Price per megabit per second per month of the ten least-expensive services in Europe, 4Q 2011
  • Figure 7: Price of the least-expensive broadband access service (without voice) for a typical user by country, 4Q 2011
  • Figure 8: Price of the least-expensive DSL and voice combinations for a typical user by country, 4Q 2011
  • Figure 9: Price of the least-expensive triple-play service for a typical user by country, 4Q 2011
  • Figure 10: Price of the least-expensive triple-play service for a typical user by country, 2Q and 4Q 2011
  • Figure 11: Price premium for the incumbent's least-expensive standalone broadband service in selected countries, 4Q 2011
  • Figure 12: Price premium for the incumbent's least-expensive broadband and voice services in selected countries, 4Q 2011
  • Figure 13: Price premium for the incumbent's least-expensive triple-play service in selected countries, 4Q 2011
  • Figure 14: Types of fixed broadband promotion
  • Figure 15: The top-ten fixed broadband price promotions, 4Q 2011
  • Figure 16: Comparison of the median price of different types of fixed broadband service bundle for a typical user, Europe and the USA, 4Q 2009 - 4Q 2011
  • Figure 17: Relative pricing of the least-expensive single-, double- and triple-play packages by country, 4Q 2011
  • Figure 18: Comparison of the least-expensive fixed and mobile broadband services in selected European countries, 4Q 2011
  • Figure 19: Distribution of the incremental price of bundled mobile broadband in addition to other fixed services in a bundle, Europe and the USA, 2Q and 4Q 2011
  • Figure 20: Strategies for pricing mobile broadband as part of a service bundle
  • Figure 21: How to use the pivot charts in the Triple-play pricing study data annex
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