市場調査レポート

クワッドプレイ以降:マルチスクリーン、OTTおよびクラウドは次世代のバンドリングを変換しているか?

Beyond Quad-Play: How Multiscreen, OTT and the Cloud Are Transforming Next-Generation Bundling

発行 Ovum, Ltd. 商品コード 250305
出版日 ページ情報 英文
納期: 即日から翌営業日
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クワッドプレイ以降:マルチスクリーン、OTTおよびクラウドは次世代のバンドリングを変換しているか? Beyond Quad-Play: How Multiscreen, OTT and the Cloud Are Transforming Next-Generation Bundling
出版日: 2012年09月20日 ページ情報: 英文
概要

トリプルプレイおよびクワッドプレイのバンドリングはオペレーターに良い結果をもたらしていますが、市場は主要オペレーターがマルチスクリーン、OTTおよびクラウドサービスを含む新しいマルチプレイ製品を発売していることで急速に発展しており、このことはオペレーターにとって新しい機会を広げています。

当レポートでは、マルチプレイ市場および先進・発展途上市場における主要企業10社のケーススタディーの分析から、次世代のマルチプレイサービスの構築方法および教訓を示しており、概略以下の構成でお届けいたします。

参加アナリスト

エグゼクティブサマリー

OTT、マルチスクリーンおよびクラウドはオペレーターにとって将来の鍵となるか?

ケーススタディ:Orange France - デジタルコンテンツおよび小売りプロモーションをマルチプレイの中心に据える

ケーススタディ:AT&Tのマルチプレイ戦略 - 革新的アプリケーションと組み合わせた古典的なバンドリングが市場をリードするU-verseの成長を促進

ケーススタディ:Belgacom - マルチプレイ加入者向けの料金モデルの変更

ケーススタディ:Verizon - Verizonのマルチプレイはケーブルとのタイアップで進化

ケーススタディ:韓国におけるマルチプレイマスターの戦い

ケーススタディ:Deutsche Telekomのエンターテイントリプルプレイサービス

ケーススタディ:StarHub - アジア太平洋地域における現在のマルチプレイプロバイダーマスターはどこか?

ケーススタディ:Safaricomは新しいマルチプレイサービスのプラットフォームとしてMPESAを利用

ケーススタディ:Qtelのバックステージミュージックダウンロードサービス

ケーススタディ:NET Servicosは顧客ロイヤルティを増やすため技術およびサービスの差別化を組み混む

ケーススタディ:Korea Telecom's の教育サービスは激しい競争に直面

目次

Abstract

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Triple-play and quad-play bundling has served operators well but the market is evolving fast with leading operators now launching new multiplay products - including multiscreen, OTT and cloud services - that are opening up exciting new opportunities for operators.

Summary:

Top-quality analysis and 10 case studies - from leading players in developed and developing markets - showing how operators are building next-generation multi-play offers - and the results and key lessons learnt.

Overview

Beyond the Quad-Play looks at the fast-changing multiplay market as operators move beyond traditional triple and quad-play bundles to offering a range of new services as part of their next-generation multiplay offers that will drive customer loyalty and create new revenues.

Pushing new boundaries with multiscreen, OTT and cloud services, market-leading operators are delivering completely new products to subscribers that are transforming the way subscribers view their service providers and creating new opportunities for operators.

The report shows how cutting operators are revolutionizing the whole telco-subscriber relationship by moving beyond being "dumb pipe" providers and instead placing themselves at the center of subscribers' lives, delivering a whole range of new products, services and applications.

Featuring 10 in-depth case studies, Beyond the Quad-Play shows how operators in markets as diverse as the US, Western Europe, South Korea and Kenya are engaging with subscribers in new and compelling ways - and what other operators can learn from them.

Beyond the Quad-Play also features top-level analysis of current bundling strategies - including critical data on current take-up rates in key markets - and also provides invaluable advice and recommendations from Informa Telecoms & Media analysts on how global operators should approach next-generation multiplay services.

How will this research help you:

  • LEARN how to turn your current triple and quad-play bundles into exciting and compelling multiplay offerings
  • DISCOVER the new revenue streams being pursued by cutting-edge multiplay operators
  • REDUCE churn and INCREASE ARPU by learning from successfully-deployed multiplay strategies from leading operators
  • FIND OUT how top operators are making multiscreen a compelling value proposition for subscribers
  • UNDERSTAND how OTT and Cloud services can play a critical role in next-generation multiplay services

Case studies include:

  • StarHub: Where to now for APAC's master multiplay provider?
  • Orange: Deploying multiplay strategies on a regional basis
  • Deutsche Telekom: Exploring the evolving multiplay opportunities
  • Belgacom: Changing pricing models for multiplay subscribers
  • AT&T: Where to now for multiplay services?
  • Verizon: How the Comcast partnership changes the multiplay outlook
  • America Movil Brazil (Claro): Multiplay strategy review and strategy outlook
  • Safaricom: Making Mpesa the spark for new multiplay services
  • QTel: Backstage music service becomes a key part of the bundled product

Countries/regions covered:

  • South Korea
  • Singapore
  • Kenya
  • Qatar
  • Belgium
  • France
  • US
  • Brazil
  • Germany
  • Hong Kong
  • Taiwan
  • Australia

New report format:

New Report format - designed for sharing - This research is available from our online store either as a hardcopy report or electronic format, featuring a series of PDF and PPT files, each designed to provide you with business critical intelligence which is easy to share with your colleagues.

Contributing Analysts

  • Tony Brown, Senior Analyst, Broadband and Internet
  • Chris Drake, Senior Analyst, Broadband and Internet
  • Paul Merry, Senior Analyst, Operator Strategies
  • Danson Njue, Research Analyst, MEA
  • Mai Barakat, Research Analyst, MEA
  • Anubhuti Belgankaor, Senior Analyst, Asia Pacific
  • Francesco Radicati, Research Analyst, Europe
  • Mike Roberts, Principal Analyst, Americas
  • Kristin Paulin, Senior Analyst, Americas
  • Marceli Passoni, Research Analyst, Americas

Table of Contents

Contributing analysts

Beyond Quad-Play Executive Summary - PPT (28 slides)

Beyond Quad-Play: OTT, multiscreen and the Cloud are keys to the future for operators

  • Fig. 1: The new era of multiplay services
  • Fig. 2: StarHub's multiplay subscriber data, 2007-1H12.
  • Fig. 3: Hong Kong, broadband market share, by operator, 2005-2011
  • Fig. 4: PCCW residential fixed-lines in usage, 2003-2011
  • Fig. 5: PCCW's NOW TV, subscribers and ARPU, 2003-2011
  • Fig. 6: Chunghwa Telecom, key IPTV operational data, 1Q11-1Q12
  • Fig. 7: The Telstra T-Box
  • Fig. 8: Telstra, multiplay subscribers and T-Box sales, FY10-FY12
  • Fig. 9: Telekom Malaysia UniFi packages
  • Fig. 10: KDDI au Smart Value plan subscriber take-up, 1Q11-2Q12
  • Fig. 11: Key benefits of KDDI au Smart Value plan.
  • Fig. 12: Selected developing-market operators offering consumer insurance services
  • Fig. 13: Selected nontelecoms services being deployed by operators
  • Fig. 14: SWOT analysis for operators in offering nontelecoms retail services.

Case study: Orange France - making digital content and retail promotions central multiplay

  • Fig. 1: Orange France multiplay offering
  • Fig. 2: Evolution of Orange's multiplay strategy
  • Fig. 3: "Value Management" and "Lifetime Extension" services
  • Fig. 4: Orange, RendezVousTV and TVcheck app user interfaces.
  • Fig. 5: Creating value throughout customer lifecycle
  • Fig. 6: Orange content-development business model
  • Fig. 7: Orange 2-for-1 cinema offers
  • Fig. 8: Orange's quad-play competitors
  • Fig. 9: France, Orange quad-play customers, 4Q10-1Q12.
  • Fig. 10: France, Orange ARPU growth and churn, 1Q10-1Q12
  • Fig. 11: SWOT analysis of Orange's multiplay strategy.

Case study: AT&T's multiplay strategy - classic bundling mixed with innovative applications drives market-leading growth for U-verse

  • Fig. 1: AT&T's multiplay offering.
  • Fig. 2: AT&T, subscriptions by major segment, 2Q10-2Q12
  • Fig. 3: AT&T's key multiplay segments
  • Fig. 4: U-verse's services and selected bundles, Aug-12
  • Fig. 5: U-verse's wireless access point and receiver
  • Fig. 6: Timeline of selected U-verse milestones and apps
  • Fig. 7: U-verse Mobile's program-guide screen shot
  • Fig. 8: AT&T, TV subscriptions by segment, 3Q10-2Q12
  • Fig. 9: US, pay-TV subs, top 10 operators, 1Q09 and 1Q12

Case study: Belgacom - changing pricing models for multiplay subscribers

  • Fig. 1: Belgacom, elements of multiplay offering
  • Fig. 2: Belgacom "Service Pack" pricing options.
  • Fig. 3: Belgacom, bundled service initiatives
  • Fig. 4: Belgium, market position of the different operators
  • Fig. 5: Belgacom business structure and commercial service offerings
  • Fig. 6: Above- and below-the-line service paradigms
  • Fig. 7: Belgacom half-year results, 1H12
  • Fig. 8: SWOT analysis of Belgacom's multiplay pricing strategy

Case study: Verizon's multiplay evolving with cable tie-up

  • Fig. 1: Verizon multiplay offering
  • Fig. 2: US, pay-TV providers' market shares, 1Q12
  • Fig. 3: US, fixed-broadband operators' market shares, 1Q12
  • Fig. 4: US, mobile operators market share, 1Q12
  • Fig. 5: Verizon triple-play bundles, 3Q12
  • Fig. 6: Verizon double-play bundles, 3Q12
  • Fig. 7: Growth of Verizon's FiOS triple-play bundles, 2Q11-2Q12
  • Fig. 8: Verizon, FiOS ARPU vs. total consumer ARPU, 2Q11-2Q12.
  • Fig. 9: SWOT analysis of Verizon's multiplay strategy

Case study: South Korea's battle of the multiplay masters

  • Fig. 1: South Korea's multiplay offering
  • Fig. 2: Strategic goals driving South Korean multiplay deployment
  • Fig. 3: KT Smart Home Pad pricing plans
  • Fig. 4: SK Broadband's fixed and mobile bundling plans
  • Fig. 5: KT, key multiplay-subscription data, 1Q10-4Q11
  • Fig. 6: SK Broadband, multiplay-subscription data, FY08-FY10
  • Fig. 7: LGU+, multiplay-subscription data, 2009-2011
  • Fig. 8: LGU+, ARPU, 1Q10-4Q11
  • Fig. 9: SWOT analysis, South Korean multiplay telecoms operators

Case study: Deutsche Telekom's Entertain triple-play service.

  • Fig. 1: Deutsche Telekom, elements of multiplay offering
  • Fig. 2: Entertain home page
  • Fig. 3: Entertain bundles overview
  • Fig. 4: Germany, pay TV providers
  • Fig. 5: Germany, IPTV subscribers by provider, 2Q12
  • Fig. 6: Deutsche Telekom, IPTV customers, 1Q10-2Q12
  • Fig. 7: Germany, top pay-TV players by subscriptions, 2Q12
  • Fig. 8: Deutsch Telekom IPTV net adds, 1Q10-2Q12
  • Fig. 9: Deutsche Telekom, fixed-broadband subscriptions, 1Q10-2Q12.
  • Fig. 10: Deutsche Telekom Entertain SWOT analysis

Case study: StarHub - Where to now for APAC's master multiplay provider?

  • Fig. 1: StarHub's multiplay offering.
  • Fig. 2: StarHub, multiplay households based on number of services, 4Q10-1Q12
  • Fig. 3: SingTel's fiber-based bundled plans.
  • Fig. 4: StarHub's fiber-based hubbing plans
  • Fig. 5: StarHub's strategy to increase adoption of multiplay services
  • Fig. 6: Singapore, bundled-services households, 4Q10-1Q12.
  • Fig. 7: StarHub, ARPU and churn for pay TV and fixed broadband, 4Q10-1Q12
  • Fig. 8: StarHub SWOT

Case study: Safaricom is using MPESA as a platform for new multiplay services

  • Fig. 1: Safaricom's multiplay offering
  • Fig. 2: Safaricom's MPESA multiplay offer
  • Fig. 3: Safaricom's strategic goals and MPESA's role in achieving them
  • Fig. 4: Safaricom's MPESA business model.
  • Fig. 5: Safaricom's M-ticketing
  • Fig. 6: MPESA registered users, 1Q09-1Q12
  • Fig. 7: MPESA revenue, 2009-2012
  • Fig. 8: MPESA SWOT analysis.

Case study: Qtel's Backstage music-download service

  • Fig. 1: Qtel's multiplay offering
  • Fig. 2: iPhone screenshot of Backstage application in use for song rating
  • Fig. 3: Qtel, subscriptions and subscription growth, 4Q09-4Q10.
  • Fig. 4: Qtel's Backstage advertising
  • Fig. 5: Backstage packages in Qatar, Jul-12
  • Fig. 6: Prepaid and postpaid average split in Oman, Kuwait and Qatar, 1Q12
  • Fig. 7: Qtel's Shahry bundles
  • Fig. 8: Qtel Qatar, subscription growth, 3Q10-1Q12
  • Fig. 9: Backstage SWOT
  • Fig. 10: Mozaic TV advertising
  • Fig. 11: Selected Nojoom Partner vouchers

Case study: NET Servicos combines differentiation in technology and services to increase customer loyalty

  • Fig. 1: NET Servicos multiplay offering
  • Fig. 2: NET's service evolution
  • Fig. 3: NET NOW.
  • Fig. 4: NET plans.
  • Fig. 5: Brazil, multiplay services and bundling, by operator
  • Fig. 6: Brazil, fixed-telephony subscriptions, by operator, 1Q10-1Q12
  • Fig. 7: Brazil, NET's broadband subscriptions, 1Q10-1Q12
  • Fig. 8: SWOT analysis for NET Servicos' multiplay strategy

Case study: Korea Telecom's education services face strong competition

  • Fig. 1: KT's multiplay offering
  • Fig. 2: KT Smart Home Pad selected services
  • Fig. 3: Leading Olleh Home School content
  • Fig. 4: KT's IPTV subscribers, 1Q11-1Q12
  • Fig. 5: South Korea, private education participation rates, 2007-2011
  • Fig. 6: South Korea, private education expenditure per-student/month, 2007-2011
  • Fig. 7: SWOT analysis of Korea Telecom's education services
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