市場調査レポート

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

発行 Mobile Market Development Ltd 商品コード 265396
出版日 ページ情報 英文 58 Pages
納期: 即日から翌営業日
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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
概要

当レポートでは、オペレーターが顧客の誘致・保持に利用する戦術を浮き彫りにしながら、デュアル、トリプルおよびクアドルプルプレイ選択のプロモーションについて調査分析しており、オペレーターがコンバージドサービスの魅力を高めるために利用できる戦術とインセンティブなどをまとめ、概略以下の構成でお届けします。

第1章 概要

第2章 イントロダクション

第3章 コンバージェンスを推進する戦術

  • 割引き、補助金および付加価値
    • コンバージェンスの定義
    • コンバージェンスプロモーションの範囲

第4章 供給のコンバージェンス

  • イントロダクション
  • A1 Austria
  • O2 Germany
  • 1&1 Germany
  • Kabel Deutschland
  • Orange Spain
  • TIM Italy
  • Vodafone Qatar

第5章 デバイスのコンバージェンス

  • イントロダクション

第6章 ネットワークのコンバージェンス

  • イントロダクション
  • Belgacom Belgium
  • Swisscom
  • M1 Singapore
  • Virgin Media UK
  • Etisalat United Arab Emirates (UAE)
  • AT&T USA
  • Orange France
  • SFR France
  • Bouygues Telecom France
  • Free France
  • Telia Sweden
  • Deutsche Telekom
  • Vodafone Germany
  • Vodafone Spain
  • Optimus Portugal

第7章 結論・提案

付録:質問へのフィードバック

目次

Abstract

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.

Table of Contents

1 Overview

2 Introduction - MNO Promotional Goals

  • 2.1 Background to the Report
  • 2.2 Report Content
  • 2.3 Currency and Conversions
  • 2.4 Further Questions and Feedback

3 Tactics Promoting Convergence

  • 3.1 Discounting, Subsides and Value Add
    • 3.1.1 Convergence Definitions
    • 3.1.2 Convergence Promotions Coverage

4 Supply Convergence

  • 4.1 Introduction
  • 4.2 A1 Austria
    • 4.2.1 Home Internet, Phone and TV
      • 4.2.1.1 Mobile Component to Bundle
      • 4.2.1.2 TV Component to Bundle
      • 4.2.1.3 Opting for Faster Broadband Connection
    • 4.2.2 A1 Combine and Save Options
  • 4.3 O2 Germany
    • 4.3.1 Broadband and Phone and Mobile Broadband
  • 4.4 1&1 Germany
    • 4.4.1 Broadband and Home Phone Doppel-Flat Promotion
  • 4.5 Kabel Deutschland
    • 4.5.1 Broadband and Home Phone Promotion
    • 4.5.2 Adding a Mobile Connection to the Dual-Play Bundle
  • 4.6 Orange Spain
    • 4.6.1 Broadband, Home Phone and Mobile Combine and Save
  • 4.7 TIM Italy
    • 4.7.1 Broadband and Phone
    • 4.7.2 Fibre Broadband and Home Phone
  • 4.8 Vodafone Qatar
    • 4.8.1 Fibre Broadband and Home Phone

5 Device Convergence

  • 5.1 Introduction
    • 5.2 3 Austria
    • 5.2.1 3Mediabox Internet and TV

6 Network Convergence

  • 6.1 Introduction
  • 6.2 Belgacom Belgium
    • 6.2.1 Broadband and TV with Home and/or Mobile Phone
  • 6.3 Swisscom
    • 6.3.1 Broadband, TV, Home Phone With the Option to Add Mobile
    • 6.3.2 Incentive to Add Mobile Phone or Mobile Data Subscription
    • 6.3.2.1 Data Benefit
  • 6.4 M1 Singapore
    • 6.4.1 Fibre Broadband and Home Phone - Targeting Online Gamers
  • 6.5 Virgin Media UK
    • 6.5.1 Broadband, TV and Home Bundles
    • 6.5.2 Mobile Benefits and Deals for Virgin Media Customers
  • 6.6 Etisalat United Arab Emirates (UAE)
    • 6.6.1 Fibre Broadband, Home Phone and TV
  • 6.7 AT&T USA
    • 6.7.1 Broadband, Home Phone, TV
    • 6.7.2 Adding Mobile to Broadband, Home Phone and TV
    • 6.7.3 Extending The TV to Mobile
  • 6.8 Orange France
    • 6.8.1 Internet, TV and Home Phone Packages
      • 6.8.1.1 Adding a Mobile Broadband and/or Music Subscription
      • 6.8.1.2 Incentive to Switch ISP
      • 6.8.1.3 Associated Promotional Incentives
    • 6.8.2 Orange Open Quad-Play Plans
  • 6.9 SFR France
    • 6.9.1 Broadband, Home Phone and TV
    • 6.9.2 Multi-Packs - SFR Box With Mobile
    • 6.9.3 SFR Mobile Broadband and Tablet Promotion
  • 6.10 Bouygues Telecom France
    • 6.10.1 Broadband, Home Phone, TV and Mobile
  • 6.11 Free France
    • 6.11.1 Broadband, Home Phone and TV With Mobile
  • 6.12 Telia Sweden
    • 6.12.1 Broadband Package Bundled With Music Accessory
    • 6.12.2 Telia TV Initiatives
  • 6.13 Deutsche Telekom
    • 6.13.1 Broadband, Home Phone and TV
  • 6.14 Vodafone Germany
    • 6.14.1 Broadband, Home Phone and TV
    • 6.14.2 Vodafone LTE Home Broadband and Phone Promotion
  • 6.15 Vodafone Spain
    • 6.15.1 Broadband & Home Phone With TV Option
      • 6.15.1.1 TV Component
    • 6.15.2 New Broadband, Home Phone and Mobile Proposition
  • 6.16 Optimus Portugal
    • 6.16.1 Broadband, Phone and TV with Mobile Broadband

7 Conclusions and Recommendations

  • 7.1 Conclusions
  • 7.2 Recommendations

Appendix - Feedback Questions

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