市場調査レポート

クワッドプレイとその先:通信および有料テレビオペレーターのマルチプレイバンドル戦略

Quad-Play and Beyond: Multiplay bundling strategies for telecoms and pay-TV operators

発行 Ovum, Ltd. 商品コード 180304
出版日 ページ情報 英文
納期: 即日から翌営業日
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クワッドプレイとその先:通信および有料テレビオペレーターのマルチプレイバンドル戦略 Quad-Play and Beyond: Multiplay bundling strategies for telecoms and pay-TV operators
出版日: 2011年05月13日 ページ情報: 英文
概要

通信および有料テレビオペレーターが市場シェアを勝ち取る上で、ブロードバンドを単純に固定音声およびテレビとパッケージ化したサービスは最も成功を収めた戦略でした。しかし、デュアルおよびトリプルプレイによるバンドルが一般化する中、顧客が競合するバンドル業者もしくはオーバーザトップ(OTT)テレビ業者へと乗り換えるのを阻止するために、オペレーターたちは新たなプレイを必要としています。

当レポートでは、通信および有料テレビオペレーターのマルチプレイバンドル戦略について調査分析し、次世代マルチプレイバンドル戦略に関する洞察をPowerpointファイルを織り交ぜながら分析するとともに、47ヶ国における主要なオペレーターの状況、主要企業のケーススタディー、46の市場における今後5年間のブロードバンド、モバイルおよびテレビ市場の予測をExcelファイルと合わせて提供するなど、概略以下の構成でお届けいたします。

クワッドプレイとその先:エグゼクティブサマリー(PowerPointファイル、66スライド)

世界のマルチプレイ市場の状況に関するレポート(PowerPointファイル、199スライド)

マルチプレイM&A戦略:オペレーターがバンドルを提供するための多様な選択肢

フランスにおけるクワッドプレイバンドリング:3つより多いのは多すぎるのか

ケーススタディー:SK BroadbandがSKT携帯電話加入を目的としたバンドル料金プランの見返りを収穫

ケーススタディー:YTLが最初のワイヤレストリプルプレイヤーとして市場参入

超高速ブロードバンドバンドル戦略:ファストフードがジャンクフードになるのを回避する方法

付加価値サービス戦略:バンドルするかそれともバンドルしないか

ブロードバンド/Wi-Fiバンドル戦略:固定とモバイルの最新の主戦場

ケーススタディー:BTのブロードバンド/Wi-Fiバンドル戦略

対コードカッティング戦略:有料テレビオペレーターはこのリスクへの対策としてバンドルに目を向ける

次世代セットトップボックス戦略:ゲートウェイ、ゲートキーパー、およびOTT

接続デバイスバンドル戦略:OTT企業がオペレーターの競争を厳しくする

モバイル専業オペレーターの将来における生存能力の評価

マルチプレイインタラクティブ予測ツール(Excelファイル)

世界のマルチプレイバンドル料金:2008年第4四半期〜2011年第2四半期(Excelファイル)

目次

“Bundling may not be the most glamorous weapon in operators' arsenals, but it certainly is one of the most powerful. Successful triple-play operators must now look beyond fixed-voice, broadband and TV to defend themselves against threats, both old and new. ” Rob Gallagher, Head of Research, TV and Broadband, Informa Telecoms & Media.

Summary:

The simple packaging of broadband with fixed-voice and TV has proved to be one of the most successful strategies telecoms and pay-TV operators have had for winning market share. But as dual- and triple-play bundles become standard, operators need new plays to keep customers from churning to rival bundlers or turning to over-the-top TV. Our research provides vital insights into next-generation multiplay bundling strategies worldwide, including a status report covering leading operators in 47 countries, and five-year forecasts spanning broadband, mobile and TV in 46 markets.

Overview

Time and time again, price has proved to be the deciding factor in the vast majority of consumers' broadband buying decisions. It's no surprise then that bundles offering broadband and fixed-telephony or TV or both at a discounted rate have proved such a hit, and that operators are now turning to bundling to drive take-up of their next-generation superfast broadband services.

Successful dual- and triple-play operators should not be complacent. After a slow start, quad-play bundles featuring mobile services are finally beginning to take hold in France and South Korea - and some French mobile operators are now hastily entering the fixed-line market and vice versa. Several major operators are also using an entirely new play, Wi-Fi hot-spot access, to support their own mobile broadband strategies and undermine those of rivals. Meanwhile, both established and struggling pay-TV operators are bundling over-the-top TV services and new connected devices to defend or grow their market share.

But success may not come as easily as it did with dual- and triple-play. This report's mix of analysis, case studies, historic data and forecasts provides telecoms and pay-TV operators with the tools to decide and execute their multiplay bundling strategies and vendors with the understanding to develop the products to serve them.

How this research will help you:

  • Understand the status of the multiplay bundling strategies of leading telecoms and pay-TV operators in over 50 countries
  • Gain insights from key examples of multiplay bundling best practice in emerging, maturing, and advanced markets
  • Assess the potential for multiplay bundling in 46 major markets based on robust five-year forecasts spanning broadband, mobile and TV
  • Discover how innovative players are adding new plays to their bundles, such as Wi-Fi, superfast broadband and over-the-top TV
  • Learn how pay-TV operators plan to head off the threat of “cord-cutting” by bundling next-generation TV set-top boxes and connected-home devices

Companies featured include:

  • AT&T (US)
  • Bouygues Telecom (France)
  • BT (UK)
  • Cablevision (US)
  • Canal Digital (Nordic region)
  • Canal Plus (France)
  • Comcast (US)
  • Comhem (Sweden)
  • Deutsche Telekom (Germany)
  • Digital Plus (Spain)
  • Dish Network (US)
  • Elisa (Finland)
  • Fastweb (Italy)
  • Forthnet (Greece)
  • Free (France) (US)
  • Hellas On Line (Greece)
  • Hvratski Telekom (Croatia)
  • Kabel Deutschland (Germany)
  • KDDI (Japan)
  • KPN (Netherlands)
  • KT (South Korea)
  • J-Com (Japan)
  • Mobistar (Belgium)
  • Movistar (Chile)
  • Numericable (France)
  • NTT (Japan)
  • Telecentro (Argentina)
  • Telecom Italia (Italy)
  • Telefonica (Argentina)
  • O2 (UK)
  • Oi (Brazil)
  • Ono (Spain)
  • Orange (France)
  • Portugal Telecom (UK)
  • SFR (France)
  • SK Broadband (South Korea)
  • Sky (UK)
  • Sky Italia (Italy)
  • Sonera (Finland)
  • Swisscom (Switzerland)
  • Telia (Sweden)
  • Turk Telekom (Turkey)
  • Unitymedia (Germany)
  • UPC (pan-European)
  • Verizon (US)
  • Virgin Media (UK)
  • Vodafone (Greece)
  • VTR (Chile)
  • Youview (UK)
  • YTL (Malaysia)
  • Ziggo (Netherlands)
  • ZON Multimedia (Portugal)

Table of Contents

  • Contributing Analysts
  • Quad-Play and Beyond: Executive Summary - PowerPoint file (66 Slides)
  • Global Multiplay Market Status Report - PowerPoint file (199 Slides)
  • Multiplay M&A strategies: Multiple options for operators to offer bundles
    • Fig. 1: Market-entry strategies for operators seeking multiplay bundling
    • Fig. 2: Global, mergers and acquisitions for multiplay bundling, selected operators
    • Fig. 3: M&A opportunities for fixed-line operators moving into TV
    • Fig. 4: M&A opportunities for TV operators moving into fixed broadband
    • Fig. 5: M&A opportunities for mobile operators moving into fixed-line triple play
    • Fig. 6: Global, mobile operators that have built FTTH/B or cable networks
    • Fig. 7: M&A opportunities for fixed-line/TV operators moving into mobile
    • Fig. 8: Rationale and results of selected telecoms and media M&A deals
  • Quad-play bundling in France: Is more than three a crowd?
    • Fig. 1: France, overview of existing and potential quad-play providers, Mar-11
    • Fig. 2: France, quad-play bundling strategies of selected operators, Mar-11
    • Fig. 3: France, quad-play bundling business models of selected operators, Mar-11
    • Fig. 4: France, selected bundled offers, Mar-11
    • Fig. 5: France, selected bundled offers, Mar-11 (cont.)
    • Fig. 6: France, selected fixed-broadband providers' share of net additions, 1Q09-4Q10
    • Fig. 7: France, mobile ARPU, 4Q08-4Q10
    • Fig. 8: France, quad-play bundling scorecard, Mar-11
    • Fig. 9: France, selected operators' fixed-broadband net additions, 4Q08-4Q10
  • Case study: SK Broadband reaps rewards of targeting SKT mobile subs with bundled plans
    • Fig. 1: South Korea, fixed-broadband market share by operator, 1Q09-3Q10
    • Fig. 2: South Korea, No. of smartphone models and proportion of smartphone subs, by operator, 4Q10
    • Fig. 3: SK Broadband and SK Telecom monthly bundled offerings
    • Fig. 4: SK Broadband bundled fixed/mobile subscriptions, 2H08-2H10
    • Fig. 5: SKB subscriptions and net adds, by service, 1Q09-4Q10 (000s)
    • Fig. 6: SK Broadband marketing expenditure, 1Q09-4Q10
    • Fig. 7: SK Broadband operating revenue, 1Q09-4Q10
  • Case study: YTL steps up to the plate as first wireless triple-player
    • Fig. 1: Malaysia, mobile broadband subscriptions by operator, 2Q08-2Q10
    • Fig. 2: Astro, DTH subscriptions and household penetration, 3Q08-3Q10
    • Fig. 3: Yes, WiMAX-service pricing
    • Fig. 4: Malaysia, mobile broadband postpaid plans by operator, Mar-11
    • Fig. 5: Malaysia, WiMAX and FTTH subscriptions, 1H09 to Feb-11
  • Superfast-broadband bundling strategies: How to avoid turning fast food into a junk meal
    • Fig. 1: Superfast-broadband markets classified by phase of development
    • Fig. 2: Japan, operating performance of superfast-broadband services assessed in relation to bundling strategies
    • Fig. 3: Netherlands, operating performance of superfast-broadband services assessed in relation to bundling strategies
    • Fig. 4: South Korea, operating performance of superfast-broadband services assessed in relation to bundling strategies
    • Fig. 5: Sweden, operating performance of superfast-broadband services assessed in relation to bundling strategies
    • Fig. 6: France, operating performance of superfast-broadband services assessed in relation to bundling strategies
    • Fig. 7: Germany, operating performance of superfast-broadband services assessed in relation to bundling strategies
    • Fig. 8: UK, operating performance of superfast-broadband services assessed in relation to bundling strategies
    • Fig. 9: US, operating performance of superfast-broadband services assessed in relation to bundling strategies
  • Value-added-service strategies: To bundle or not to bundle
    • Fig. 1: Selected operators, value-added service bundling strategies
    • Fig. 2: SFR Evolution, bundled content
    • Fig. 3: Free, services bundled with the triple-play package
    • Fig. 4: TDC, HomeDuo packages
    • Fig. 5: Virgin Media, online storage and back-up offers
    • Fig. 6: Key operator and content provider partnership examples
    • Fig. 7: Key business rationale behind value-added service bundling strategies
    • Fig. 8: Types of operator/content provider partnerships
    • Fig. 9: Value-added service bundling strategies
    • Fig. 10: Broadband operator value-added service segmentation
  • Broadband/Wi-Fi bundling strategies: the latest battleground between fixed and mobile
    • Fig. 1: Global, fixed-broadband / Wi-Fi bundling strategies of selected operators, Feb-11
    • Fig. 2: Global, fixed-broadband subscribers and Wi-Fi assets of selected operators, Feb-11
    • Fig. 3: Global, fixed-broadband/Wi-Fi bundle pricing of selected operators, Feb-11
    • Fig. 4: Global, fixed-broadband/Wi-Fi bundling strategies of selected operators, Feb-11
  • Case study: BT's broadband/Wi-Fi bundling strategy
    • Fig. 1: BT Retail, Wi-Fi TV ad, Nov-10
    • Fig. 2: UK, selected midrange broadband prices and services, Feb-11
    • Fig. 3: UK, fixed-broadband net additions by selected operators, 4Q09-3Q10
    • Fig. 4: BT's broadband/Wi-Fi bundling strategy SWOT analysis
  • Anti-cord-cutting strategies: Pay-TV operators look to bundling to counter the risk
    • Fig. 1: Global, pay TV subscribers, 2010-2015
    • Fig. 2: Global, key pay-TV operator strategies in relation to cord cutting, Mar-11
    • Fig. 3: Global, selected pay TV operators subscriber performance, 3Q09-4Q10
    • Fig. 4: Global, selected countries' cord cutters as a percentage of pay TV, 2010-2015
    • Fig. 5: Global, selected pay-TV operators' annualized churn rates, 3Q09-4Q10
    • Fig. 6: Europe, HDTV performance of selected pay TV operators, 4Q10
    • Fig. 7: UK, BSkyB, additional product take-up, 4Q10
  • Next-generation set-top box strategies: Gateways, gatekeepers and OTT
    • Fig. 1: Western Europe, selected operators' next-generation set-top-box deployments, Mar-10
    • Fig. 2: Western Europe, selected operators' next-generation set-top-box specifications, Mar-10
    • Fig. 3: Europe, UPC Horizon set-top box
    • Fig. 4: France, Free Freebox Revolution set-top box
    • Fig. 5: UK, Virgin Media Tivo set-top box
    • Fig. 6: UK, BSkyB Sky Plus HD set-top box
    • Fig. 7: Italy, Telecom Italia Cubovision set-top box
    • Fig. 8: Western Europe, selected operators' next-generation set-top-box pricing and packaging, Mar-10
  • Connected device bundling strategies: OTT players up the competitive ante for operators
    • Fig. 1: Selected operators, bundled device provision, Mar-11
    • Fig. 2: France, additional Livebox-related products and services, Jun-10
    • Fig. 3: STB monthly fees, selected operators
    • Fig. 4: Selected bundled devices score card
    • Fig. 5: Bundled-device scorecard totals
    • Fig. 6: Negative impact of Wi-Fi on home networks
  • Assessing the future viability of mobile-only operators
    • Fig.1: Mobile operator acquisitions
    • Fig.2: France, broadband and mobile connection market shares, end-2010
    • Fig.3: European mobile operators - stated and actual integration strategies
    • Fig.4: Yoigo: a role model for the lean mobile operator
    • Fig.5: US, T-Mobile, mobile vs. Mobile broadband market shares, 3Q08 - 3Q10
    • Fig.6: Japan, operator market shares for mobile and mobile broadband, 3Q08 - 3Q10
    • Fig.7: Australia, operator market shares for mobile and mobile broadband, 3Q08 - 3Q10
    • Fig.8: France, operator market shares for mobile and mobile broadband, 3Q08 - 3Q10
    • Fig.9: Germany, operator market shares for mobile and mobile broadband, 3Q08 - 3Q10
    • Fig.10: Saudi Arabia, operator market shares for mobile and mobile broadband, 3Q08 - 3Q10
    • Fig.11: Sweden, operator market shares for mobile and mobile broadband, 3Q08 - 3Q10
    • Fig.12: Early results from Orange's Open quad-play service
    • Fig.13: Telefonica's integrated fixed and mobile network strategy
    • Fig.14: Saudi Arabia, Mobily's mobile broadband network
  • Multiplay interactive forecasting tool - Excel file
  • Global multiplay-bundle tariffs 4Q08-2Q11 - Excel file
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