統合型バンドルにおけるモバイルサービス：顧客維持、サービス設計、イノベーション

当レポートでは、固定・モバイルの統合型バンドル (コンバージドバンドル) の構成要素として、オペレーターがモバイルサービスを位置付ける方法について取り上げ、統合型バンドルが市場やオペレーター実績に与える影響について検証して、体系的な情報を提供しています。

目次

• エグゼクティブサマリー
• 顧客維持
• サービス設計
• サービスイノベーション
• 付録
• 著者とANALYSYS MASONについて

Fixed and mobile services are highly commoditised in mature markets, and operators are turning to converged bundles as a means to reduce churn, build long-lasting customer relationships and capture revenue that could otherwise go to competitors on standalone services. These bundles have impressive rates of take-up, but this is rarely reflected in significant growth in operator revenue or market share. This report considers the ways that operators position mobile services as a component of fixed-mobile converged bundles and assesses the effect that converged bundles have on market and operator performance.

THIS STRATEGY REPORT:

• assesses the level of take-up of fixed-mobile converged bundles in Europe and the impact of such bundles on market share and service revenue

• examines how operators in Europe are using mobile plans in converged bundles to differentiate themselves and to align with their competitive positions

• analyses how the pricing and discount schemes are used to drive take-up of fixed-mobile converged plans in relation to standalone mobile plans

• provides details of the retention outcomes that converged bundles lead to

• examines how operators are using fixed-mobile convergence as a means to create unique propositions and deploy service innovation.

THREE AREAS FOR OPERATORS TO CONSIDER WHEN
ADDING MOBILE SERVICES TO CONVERGED BUNDLES

SAMPLE PAGES

ABOUT THE AUTHORS

Kerem Arsal (Senior Analyst) is a key contributor to Analysys Mason's Mobile Services research programme, which helps operators to understand, and monetise to maximum efficiency, the interplay between voice, messaging and data services. His work involves in-depth coverage of issues such as customer retention, mobile data pricing, MVNO strategies, and the impact of regulation and roaming. Previously, Kerem was a research manager at Pyramid Research, where he was responsible for setting the thematic research agenda across multiple tracks and regions. He also headed numerous projects around operator strategies, as well as commercialisation of, and demand assessment for, new products in the consumer and enterprise segments.

Aris Xylouris (Research Analyst) focuses on data modelling and collection for Analysys Mason's Consumer Services research practice, contributing to the Fixed Broadband and Multi-Play, Mobile Services, Digital Economy and Mobile Devices research programmes. Before joining Analysys Mason, he held internships as an economic analyst in the media sector, working on market analysis, financial evaluation, profitability analysis and business plan development. His wider experience includes quantitative forecast modelling and computer simulations using agent-based models.

Table of Contents

• EXECUTIVE SUMMARY
• CUSTOMER RETENTION
• SERVICE DESIGN
• SERVICE INNOVATION
• APPENDIX
• ABOUT THE AUTHORS AND ANALYSYS MASON