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市場調査レポート

欧州のマルチプレイサービス:予測と分析

Multi-Play Services in Europe: Forecasts and Analysis 2012-2017

発行 Analysys Mason 商品コード 261645
出版日 ページ情報 英文 PPT (53 slides); Excel
納期: 即日から翌営業日
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欧州のマルチプレイサービス:予測と分析 Multi-Play Services in Europe: Forecasts and Analysis 2012-2017
出版日: 2013年02月08日 ページ情報: 英文 PPT (53 slides); Excel
概要

サービスバンドリングは長年に渡って主に供給側がけん引してきました。しかし、2012年末から2013年初頭にかけて、欧州の多くの電気通信オペレーターが、特に固定ーモバイル間のサービスにおいて、サービスバンドリングへのアプローチの修正を発表しました。これらのアプローチはいくつかの諸国、特にフランスにおいて、劇的な変化を生み出しました。

当レポートでは、欧州9ヶ国における固定ブロードバンドベースのサービスバンドル市場について詳細な予測を提供しており、固定−モバイルバンドルの普及率、バンドルを含めた固定電気通信サービスの世帯普及率、国別のサービスバンドル促進・阻害因子と動向などをまとめ、概略以下の構成でお届けいたします。

目次

  • エグゼクティブサマリー
  • 提案・予測
  • 定義・モデリングアプローチへのイントロダクション
  • バンドリングは相殺取引
    • サービスバンドルは収益と加入者の機会をもたらすが、実行はチャーンを増やし、利幅を損なう可能性もある
    • 保持率:固定バンドルへのモバイルサービスの追加は顧客保持率と収益を改善する可能性があるが、同時にリスクにもなる
    • 高額商品の販売:バンドリングは増分収益を生み出すが、しばしば利幅を損なう
    • 新規顧客:バンドリングの魅力または積極的な価格サービスは採算性のあるサービスの増加を直接もたらす可能性
  • 市場予測・感受性
    • 個別サービスの要素(1)
    • 個別サービスの要素(2)
    • 固定ブロードバンド、固定音声および有料TVのバンドルは、フランスを含め主要国における加入者数の割合を減少させる主要因となる
    • モバイル音声を含めた固定ブロードバンドは2017年までに固定ブロードバンド世帯の10%から20%を占める
    • フランス
    • ドイツ
    • イタリア
    • スペイン
    • 英国
    • チェコ共和国
    • ルーマニア
    • トルコ
  • 付録:過去の国別状況
    • 欧州において固定モバイルバンドルが遂に本領を発揮する
    • フランス
    • ドイツ
    • イタリア
    • スペイン
    • 英国
    • チェコ共和国
    • ルーマニア
    • トルコ
  • 著者・Analysys Masonについて

図表

目次

Service bundling has been driven mainly from the supply side for many years. However, towards the end of 2012 and in early 2013 many European telecoms operators announced revised approaches to, and interest in, service bundling - in particular between fixed and mobile services. These approaches yielded dramatic changes in some countries, particularly France.

The Report and data annex provide:

  • detailed forecasts of the following series for nine European countries for 2009-2017: - all permutations of fixed-broadband-based service bundles that may include any (or none) of fixed voice, pay-TV, mobile voice and mobile broadband, including double play, triple play, quadruple play and quintuple play
  • fixed-mobile bundle penetration
  • household penetration of fixed telecoms services that could be included in a bundle
  • the evolution of RGUs bundled with fixed broadband.
  • country-by-country explanations of the drivers and trends for service bundling, including selected operator-specific commentary
  • recommendations and implications for operators.

Geographical coverage

The Report provides forecasts for the following European countries:

  • France
  • Germany
  • Italy
  • Spain
  • UK
  • Czech Republic
  • Poland
  • Romania
  • Turkey

Company coverage

The following companies are mentioned in this Report.

  • A1 Telekom Austria
  • Avea
  • Belgacom
  • Bouygues
  • BSkyB
  • BT
  • Digiturk
  • D-SMART
  • Everything Everywhere
  • FASTWEB
  • Jazztel
  • Iliad
  • Kabel BW
  • Liberty Global
  • Multimedia Polska
  • Netia
  • ONO
  • Orange
  • O2
  • Polsat
  • RCS&RDS
  • Romtelecom
  • SFR
  • Sky
  • TalkTalk
  • Telecom Italia
  • Telefonia DIALOG
  • Telefónica
  • Telefónica (Movistar)
  • Telefónica (O2)
  • Telekom Polska (Orange)
  • Tiscali
  • T-Mobile
  • TTNET
  • TTNET Mobil
  • Turkcell-Superonline
  • Türksat
  • Turk Telekom (TT)
  • United Internet
  • UPC
  • Versatel
  • Virgin Media
  • Vodafone
  • Wind (Infostrada)

About the author

Martin Scott (Principal Analyst) leads Analysys Mason's Fixed Broadband and Media research programme. His primary areas of specialisation include fixed broadband retail pricing and bundling, and customer satisfaction and consumer-facing marketing strategy. Martin also specialises in statistics, surveys and the analysis of primary research, and he co-ordinates Analysys Mason's Connected Consumer series. He has produced research for Analysys Mason on different aspects of broadband (next-generation) access, consumer demand for present and next-generation services, and the business case for value-added services, such as videotelephony and three-screen advertising. Martin has a Master's degree in Mathematics from Oxford University.

Table of Contents

  • 6. Executive summary
  • 7. Executive summary: changing market conditions led to a rethink of many operators' multi-play strategies in 2012 and 2013
  • 8. Executive summary: many fixed broadband homes will bundle mobile services by 2017, but the French market will not be replicated elsewhere
  • 9. Recommendations and implications
  • 10. Recommendations and implications [1]
  • 11. Recommendations and implications [2]
  • 12. Definitions and introduction to modelling approach
  • 13. This Report provides forecasts for fixed broadband-based service bundles in nine European countries
  • 14. Definitions of service bundles and scope of this forecast
  • 15. Forecast model outline
  • 16. Bundling is a trade-off
  • 17. Service bundling provides revenue and subscriber opportunities, but implementation can also increase churn and erode margins
  • 18. Retention: adding mobile services to a fixed bundle can improve customer retention and revenue, but it can also be a risk
  • 19. Upsell: bundling can generate incremental revenue, but often erodes margins
  • 20. New customers: bundling attractive or price-aggressive services can directly lead to an increase in the take-up of core (profitable) services
  • 21. Market forecast and sensitivities
  • 22. Separate service elements [1]: fixed broadband penetration is increasing, pay TV is stable, and fixed voice decline is limited by bundling
  • 23. Separate service elements [2]: take-up of postpaid mobile voice and mobile broadband is still increasing, driven by service bundles and tablets
  • 24. Bundles of fixed broadband, fixed voice and pay TV will account for a declining percentage of subscriptions in major countries, including France
  • 25. Fixed broadband bundles that include mobile voice will account for between 10% and 20% of fixed broadband households by 2017
  • 26. The average number of services bundled with fixed broadband will increase in most countries, but not in the Czech Republic and Spain
  • 27. France: More than 13 million homes will subscribe to a quadruple or quintuple play by 2017; 75% of homes will bundle fixed and mobile services
  • 28. Germany: Triple-play take-up will almost double between 2012 and 2017, as will fixed-mobile bundling
  • 29. Italy: The fixed broadband market will continue to be double-play-centric, but 19% of households will take fixed-mobile bundles by 2017
  • 30. Spain: Affordability will drive consumers to fixed-mobile bundles, but triple-play and quadruple-play bundling will continue to be limited
  • 31. The UK: 46% of fixed broadband households will take at least a triple-play package of services by 2017
  • 32. Czech Republic: The bundle mix is unlikely to change significantly because of the maturity of the fixed broadband and bundling markets
  • 33. Poland: Double- and triple-play take-up will increase at the expense of broadband-only services; fixed-mobile bundling will reach 13% by 2017
  • 34. Romania: RCS&RDS continues to drive take-up of fixed-mobile bundles; triple-play adoption will increase by about 50% between 2012 and 2017
  • 35. Turkey: Cable operators will drive an increase in triple-play take-up; both Turkcell and TTNET may pursue fixed-mobile bundling
  • 36. Appendix: historical country situation
  • 37. Fixed-mobile bundles are finally hitting their stride in Europe
  • 38. France: More than 40% of fixed broadband services were bundled with mobile at the end of 2012
  • 39. France: Orange and SFR's fixed-mobile bundles were partly prompted by Iliad's announced mobile plans, but their success differed significantly
  • 40. Germany: The market is predominantly double-play-centric, but United Internet has launched an attractive fixed-mobile bundle
  • 41. Italy: A lacklustre pay-TV market limits triple-play penetration, but fixed-mobile bundling activity increased at the end of 2012
  • 42. Spain: Vodafone has driven fixed-mobile bundling, while Telefónica aims to replicate Orange Open in 2013
  • 43. UK: Triple-play growth is driven by satellite player BSkyB, while cableco Virgin Media drives the take-up of loose quadruple-play bundles
  • 44. Czech Republic: Telefónica offers fixed-mobile bundles and positions mobile as the most significant element by discounting the fixed services
  • 45. Poland: Numerous fixed-mobile bundles are available, but take-up has been relatively limited
  • 46. Romania: All major telecoms players are cable or satellite players
  • 47. Turkey: Bundling is nascent, but all types of bundle are present to some extent
  • 48. About the author and Analysys Mason
  • 49. About the author
  • 50. About Analysys Mason
  • 51. Research from Analysys Mason
  • 52. Consulting from Analysys Mason

List of figures

  • Figure 1: Fixed broadband households by service bundle, nine European countries, 2009-2017
  • Figure 2:Bundles that include mobile voice as a percentage of fixed broadband households, European countries, 2009-2017
  • Figure 3:Countries covered individually in this Report
  • Figure 4:Types of service relationship that are considered to be bundles in this forecast
  • Figure 5:Forecasting methodology for multi-play service bundles
  • Figure 6:Service provider motivations for bundling services
  • Figure 7:Annual churn rate for Virgin Media customers, by bundle, 2011
  • Figure 8:Intention to churn, by service bundle, European countries, 2010 and 2011
  • Figure 9:Number of RGUs bundled with fixed broadband services, European countries, 2009-2012
  • Figure 10:Monthly charges for a combination of packages from Virgin Media, UK, September 2012
  • Figure 11:Fixed broadband net line additions by operator, France, 3Q 2011-2Q 2012
  • Figure 12:Fixed voice household penetration, European countries, 2009-2017
  • Figure 13:Fixed broadband household penetration, European countries, 2009-2017
  • Figure 14:Traditional pay-TV household penetration, European countries, 2009-2017
  • Figure 15:Residential postpaid mobile handset population penetration, European countries, 2009-2017
  • Figure 16: Residential postpaid large-screen mobile broadband population penetration, European countries, 2009-2017
  • Figure 17: Penetration of fixed broadband bundles that include both pay-TV and fixed voice services, European countries, 2009-2017
  • Figure 18: Penetration of bundles that include mobile voice, European countries, 2009-2017
  • Figure 19: Number of RGUs bundled with fixed broadband, European countries, 2009-2017
  • Figure 20: Households by fixed broadband bundle and fixed-mobile bundle penetration, France, 2009-2017
  • Figure 21: Households by fixed broadband bundle and fixed-mobile bundle penetration, Germany, 2009-2017
  • Figure 22: Households by fixed broadband bundle and fixed-mobile bundle penetration, Italy, 2009-2017
  • Figure 23: Households by fixed broadband bundle and fixed-mobile bundle penetration, Spain, 2009-2017
  • Figure 24: Households by fixed broadband bundle and fixed-mobile bundle penetration, UK, 2009-2017
  • Figure 25: Households by fixed broadband bundle and fixed-mobile bundle penetration, Czech Republic, 2009-2017
  • Figure 26: Households by fixed broadband bundle and fixed-mobile bundle penetration, Poland, 2009-2017
  • Figure 27: Households by fixed broadband bundle and fixed-mobile bundle penetration, Romania, 2009-2017
  • Figure 28: Households by fixed broadband bundle and fixed-mobile bundle penetration, Turkey, 2009-2017
  • Figure 29: Fixed broadband subscriptions by bundle type, nine European countries, 2009-2012
  • Figure 30: Households by fixed broadband bundle and fixed-mobile bundle penetration, France, 2009-2012
  • Figure 31: SFR's fixed broadband subscriptions by service bundle (estimated), France, 4Q 2008-2Q 2012
  • Figure 32: Households by fixed broadband bundle and fixed-mobile bundle penetration, Germany, 2009-2012
  • Figure 33: Households by fixed broadband bundle and fixed-mobile bundle penetration, Italy, 2009-2012
  • Figure 34: Households by fixed broadband bundle and fixed-mobile bundle penetration, Spain, 2009-2012
  • Figure 35: Households by fixed broadband bundle and fixed-mobile bundle penetration, UK, 2009-2012
  • Figure 36: Households by fixed broadband bundle and fixed-mobile bundle penetration, Czech Republic, 2009-2012
  • Figure 37: Households by fixed broadband bundle and fixed-mobile bundle penetration, Poland, 2009-2012
  • Figure 38: Households by fixed broadband bundle and fixed-mobile bundle penetration, Romania, 2009-2012
  • Figure 39: Households by fixed broadband bundle and fixed-mobile bundle penetration, Turkey, 2009-2012
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