Best Practice Promotions: Convergence
|発行||Mobile Market Development Ltd||商品コード||265396|
|出版日||ページ情報||英文 58 Pages
|プロモーションのベストプラクティス：コンバージェンス Best Practice Promotions: Convergence|
|出版日: 2012年12月31日||ページ情報: 英文 58 Pages||
In the earlier Maximising Wireless Profit (MWP) Convergence Watch - Key European Markets (October 2012) we highlighted a significant upturn in the level of competition amongst telecom providers trying to hold on to existing customers whilst also poaching new customers from competitors. The decline in economic conditions across Europe has led to a vicious circle as customers reduce consumption and attempt to optimise their telecom spend on tariffs by seeking out better deals, further exacerbating competition and price reductions.
As reported in Convergence & Bundling: Promotional Offers (November 2011), customers are increasingly used to purchasing their communication services as a bundle and have become more savvy when weighing up the savings and overall benefits they receive through convergence of supply.
All operators engage in discounting and it is a widely used and accepted tactic. However, there is a risk of the discounted price becoming the future expected price and operators may then find they have to further reduce the cost of the proposition beyond the original discounted price point.
In addition to price competition and discounting, almost all operators provide value added services and benefits in order to attract and keep customers. These benefits and services include TV channels and premium content, online movies, attractive mobile phone and mobile broadband tariffs, handset and USB modem subsidies, handset insurance, music services, cloud storage, faster fixed broadband network speeds, home entertainment and gaming accessories.
There are still many promotions focused on consolidation arbitrage (i.e. Supply convergence) and discounts that last for a fraction of the total commitment length (e.g. the first six or 12 months of a two-year contract). However, network convergence now represents the largest proportion of propositions and promotions, stimulated by the rollout of high speed VDSL and fibre network services capable of delivering advanced network services such as online movies, complemented by LTE 4G networks.
This report examines a selection of dual-, triple- and quadruple-play promotions and propositions, highlighting the tactics used by operators to attract and retain customers and concludes with a selection of tactics and incentives operators can use to increase the attractiveness of their own converged propositions.