市場調査レポート

通信事業者のTV戦略

Telcos' TV Strategies: From a Differentiation Strategy to a Strategy of Innovation

発行 IDATE DigiWorld 商品コード 224507
出版日 ページ情報 英文
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通信事業者のTV戦略 Telcos' TV Strategies: From a Differentiation Strategy to a Strategy of Innovation
出版日: 2011年11月30日 ページ情報: 英文
概要

当レポートでは、通信事業者によるTVサービスのマーケティング戦略について調査分析し、通信事業者による主なTVサービスの例、TVサービスのマーケティング戦略、通信事業者の事業戦略におけるTVサービスの重要性、TV市場における通信事業者の役割、主要キャリアのプロファイルなどをまとめ、概略下記の構成でお届けいたします。

第1章 エグゼクティブサマリー

第2章 調査手法

第3章 通信事業者のTVサービス

  • TVサービス
    • IPTV(マネージドネットワーク)
      • 新世代STBの例:SFR TV Evolutionセットトップボックス
      • Vodafone Portugal:Xbox 360との提携の先駆者
      • Xbox 360でのAT&T U-verse
    • DTT
      • KPNのバンドリング戦略
      • BT Vision
      • Mobistar Belgium
    • 衛星
      • Portugal Telecom
      • France Telecom
      • DirecTV
      • Telefonica
    • ケーブル
      • Magyar Telekom/Deutsche Telekom
      • Telefonica
  • モバイルサービス
    • ブロードキャスティングネットワーク
    • ユニキャスティングネットワーク(3G)
  • コンピューターサービス
    • 固定・モバイルTVサービスの延長
    • オンライン人口全体へのリーチを目指す

第4章 TVサービスのマーケティング戦略

  • ライブTVサービス
    • ボーナスTVモデルの終わり
    • 主流モデル:TVと必須のインターネット接続
    • スタンドアロン型TVサービス
  • ビデオオンデマンドサービス

第5章 産業団体の戦略

  • TV市場における通信事業者の役割
  • 通信事業者戦略の中心に位置付けられるTV
  • TV市場における通信事業者の役割

第6章 キャリアプロファイル

  • AT&T
  • Belgacom
  • BT Vision
  • Free
  • Orange
  • Portugal Telecom/MEO
  • Verizon
  • Telefonica Espagne
  • Telecom Italia
  • Deutsche Telekom
  • KPN
目次
Product Code: M11214

Abstract

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From a differentiation strategy to a strategy of innovation

Telcos' TV services are currently enjoying one of the highest rates of growth in the marketplace. Initially a source of distinction between ISPs, TV has become a central part of telcos' marketing and growth strategies. This report takes a detailed look at the marketing strategies that telcos use when marketing their TV services, and at their growing prominence in a TV market in the throes of major upheavals.

Key Questions

  • What role do television and associated services play in telcos' strategies?
  • What type of media offers are telcos marketing and what networks are they using to deliver them?
  • How are telcos fitting their services into the multi-screen universe (TV, mobile, PC...)?
  • What live TV services are on offer? How are video-on-demand (VoD) services being incorporated?
  • Is there a single dominant model, and what are some of the more innovative solutions out there?
  • What role do telcos play in the TV market and how are they positioning themselves?

Players profiled

Methodology:

  • Carriers' strategic positioning with respect to television
  • Description of the live TV offer
  • Description and pricing of television-based TV/video services
  • Description of other content services and STB features

Player profiles:

  • AT&T
  • Belgacom
  • BT Vision
  • Deutsche Telekom
  • Free
  • KPN
  • Orange
  • Portugal Telecom/MEO
  • Telefonica Spain
  • Telecom Italia
  • Verizon

Table of Contents

1. Executive Summary

2. Methodology

3. Telcos' TV services

  • 3.1. TV-based services
    • 3.1.1. IPTV (managed networks)
      • Example of a new generation STB: SFR and its TV Evolution set-top box
      • Vodafone Portugal, a frontrunner in the development of a partnership with Xbox 360
      • AT&T U-verse on the Xbox 360
    • 3.1.2. DTT
      • KPN's bundling strategy: gradual development of an ambitious solution
      • BT Vision: a series of partnerships to achieve strong superfast broadband objectives
      • Mobistar Belgium: theoretically quintuple play solution
    • 3.1.3. Satellite
      • Portugal Telecom: using pay-TV as a core development path
      • France Telecom: varying degrees of success for satellite depending on the market
      • DirecTV, a key partner for American ISPs
      • Telefonica, proactive satellite policy, but varying in scale from market to market
    • 3.1.4. Cable
      • Magyar Telekom/Deutsche Telekom: cable losing out to IPTV and satellite services
      • Telefonica, Peru's cable heir
  • 3.2. Mobile services
    • 3.2.1. On broadcasting networks
      • Popular free services based on TV channels in South Korea and in Japan
      • Telcos' struggling paid services
    • 3.2.2. On unicasting networks (3G)
  • 3.3. Computer-based services
    • 3.3.1. Essentially an extension of the fixed or mobile TV offer
    • 3.3.2. But also a desire to reach the entire online population

4. Marketing strategies for TV services

  • 4.1. Live TV services
    • 4.1.1. The end of the bonus TV model?
      • France: alone in the "free" IPTV model
      • Bonus TV strategy also being employed on mobile
    • 4.1.2. Dominant model: no TV without Internet
    • 4.1.3. Less common: stand-alone TV services
      • Infrequent on telecom networks
      • And on broadcasting networks
  • 4.2. Video on-demand offers
    • 4.2.1. Often tied to live TV
    • 4.2.2. Except when carriers do not offer live programming on their own network

5. Industry organisation & strategies

  • 5.1. Telcos' role in the TV market
    • 5.1.1. Distributors above all
    • 5.1.2. Generally service and package providers
    • 5.1.3. More rarely content producers and/or TV station operators
  • 5.2. TV at the heart of telcos' strategies
    • 5.2.1. TV as an instrument of distinction for ISPs
      • Way to attract new customers
      • Means of securing customer loyalty
      • Way to increase ARPU
    • 5.2.2. Need to differentiate from other TV broadcasting/distribution platforms
      • Through the STB
      • Through innovative services
  • 5.3. Telcos' role in the TV market
    • 5.3.1. Still only a small footprint in the market, but boasting the highest growth rates
    • 5.3.2. Different market positioning depending on state of local competition
      • In cable-dominated markets, telcos are being the most innovative with TV
      • Strategies vary in markets with a powerful pay-TV provider
    • 5.3.3. Strategies influenced by the regulatory environment

6. Carrier profiles

(End of October 2011)

Methodology:

  • Carriers' strategic positioning with respect to television
  • Description of the live TV offer
  • Description and pricing of television-based TV/video services
  • Description of other content services and STB features
  • 6.1 AT&T
  • 6.2 Belgacom
  • 6.3 BT Vision
  • 6.4 Free
  • 6.5 Orange
  • 6.6 Portugal Telecom/MEO
  • 6.7 Verizon
  • 6.8 Telefonica Espagne
  • 6.9 Telecom Italia
  • 6.10 Deutsche Telekom
  • 6.11 KPN
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