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アジア太平洋地域の新興国におけるリテール分野でのコンバージェンス:ケーススタディ、事業戦略、マルチプレイ業者の成功

Retail Convergence in Emerging Asia-Pacific: Case Studies, Strategies and Successes for Multi-Play

発行 Analysys Mason 商品コード 422553
出版日 ページ情報 英文 37 Slides
納期: 即日から翌営業日
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本日の銀行送金レート: 1USD=109.55円で換算しております。
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アジア太平洋地域の新興国におけるリテール分野でのコンバージェンス:ケーススタディ、事業戦略、マルチプレイ業者の成功 Retail Convergence in Emerging Asia-Pacific: Case Studies, Strategies and Successes for Multi-Play
出版日: 2017年01月16日 ページ情報: 英文 37 Slides
概要

アジア太平洋地域の多くの国々では、3G・4G通信網の整備などが優先課題となり、固定回線インフラの整備は二の次となっていました。しかし、消費者のデータ通信ニーズがモバイル通信網の容量をはるかに超過する規模にまで拡大した現在、オペレーター各社はFTTxの整備計画を野心的に進めています。将来的に成功を収めるためには、FTTx分野での料金設定やサービスのバンドリングが鍵となると思われます。

当レポートでは、アジア太平洋地域の新興国 (中国・インド・インドネシア・マレーシア・フィリピン・タイ) における、FTTxのリテール/サービス市場の最新動向について分析し、サービス提供方式の傾向や潮流 - シングル/ダブル/トリプルプレイ、固定回線とモバイル回線のバンドル提供、通信料金戦略、デジタルコンバージェンスの浸透など -、利用料金・オプションサービスの概略、消費者の関心・反応、具体的な事業事例、各国市場の詳細動向といった情報を取りまとめてお届けいたします。

目次

  • エグゼクティブ・サマリー
  • アプローチ1:シンプルな高速回線サービスに対する注目
  • アプローチ2:唯一のハイエンド・オプションとしてのトリプルプレイの提供
  • アプローチ3:固定回線・モバイル回線のバンドルへの関心
  • 付録
  • 著者およびANALYSYS MASONについて
目次

"Operators' fibre investments must be supported by a strong price-positioning strategy; tiering services with IPTV works well for many players, but single, double and quadruple plays also have a place."

Fixed infrastructure has historically been secondary in terms of investment to mobile infrastructure in many countries in emerging Asia-Pacific, with investment in 3G and 4G, as well as in handsets and mobile data, historically driving growth. Consumer demand for data is now increasing beyond mobile capabilities and operators are committing to ambitious FTTx plans. The pricing and bundling of the services enabled by FTTx will be a key factor in their potential success.

This report provides a detailed investigation of following three significant approaches to price positioning that operators can adopt.

  • Focus on high-speed simplicity
  • Make triple-play the only high-end option
  • Focus on fixed-mobile bundles.

The report also provides coverage of the multi-play pricing strategies of operators in China, India, Indonesia, Malaysia, Philippines, and Thailand.

THIS REPORT PROVIDES ANSWERS TO THE FOLLOWING QUESTIONS.

  • How should operators in emerging Asia-Pacific design their retail FTTx offers, and which services can be bundled together to offer a holistic solution?
  • Should FTTx offers focus on providing a fast, high-value standalone broadband offer, or should mobile network operators (MNOs) in EMAP bundle pay-TV and fixed broadband services to promote take-up of both?
  • Under which circumstances do operators need to adapt their approaches to price-positioning, and what are the strengths of each approach?
  • Which approach is best suited for each market?

A SUMMARY OF BUNDLING STRATEGIES, BY OPERATOR TYPE

SAMPLE PAGES

ABOUT THE AUTHORS

Aris Xylouris (Analyst) s a key contributor to Analysys Mason's primary research for the Consumer and SME Services research practice, and manages our Connected Consumer Survey and Consumer smartphone usage series of research. His work involves in-depth coverage of issues such as consumer behaviour, convergence and bundling, TV and media, and mobile and fixed service pricing. He also specialises in statistics and primary research analysis. Aris is a trained economist, and before joining Analysys Mason he held internships as an economic analyst in the media sector. His wider experience includes quantitative forecast modelling and computer simulations using agent-based models. Aris holds a Bachelor in Economics from Athens School of Economics and Business, and an MSc in Behavioural Economics from Warwick University.

Martin Scott (Principal Analyst) co-ordinates Analysys Mason's research initiatives related to media, TV, fixed broadband and convergence. He manages the Video Strategies and Fixed Broadband Services research programmes. Martin has held numerous positions within Analysys Mason during the last 10 years, including heading the company's Consumer Services, Data and Regional Markets practices. He also launched Analysys Mason's Connected Consumer and Consumer smartphone usage series of research. His primary areas of specialisation include telco TV strategy, OTT video and media, consumer smartphone usage, the bundling and pricing of multi-play services, including quadruple-play bundling, customer satisfaction and consumer-facing marketing strategy.

Harsh Upadhyay (Analyst) Harsh contributes to Analysys Mason's Asia-Pacific research programme, and is based in our Singapore office. His research focuses on market tracking, competitive assessment, data forecasting, next-generation services and consumer behaviour analysis in the Asia-Pacific telecoms market. He also supports consulting projects and presents at industry events. Harsh's experience in the TMT industry is diverse, and he has a detailed understanding of the telecoms market in the region. He has previously worked with Frost & Sullivan and IDC as an analyst and consultant, and his clients include leading ICT firms and government bodies. Harsh holds a Master's and Bachelor's degree in Business Management .

TABLE OF CONTENTS

  • EXECUTIVE SUMMARY
  • APPROACH 1: FOCUS ON HIGH-SPEED SIMPLICITY
  • APPROACH 2: MAKE TRIPLE-PLAY THE ONLY HIGH-END OPTION
  • APPROACH 3: FOCUS ON FIXED-MOBILE BUNDLES
  • APPENDIX
  • THE ABOUT THEAUTHORS AND ANALYSYS MASON
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