市場調査レポート

マルチプレイ顧客へのクロスセリング・アップセリング

Cross- & Up-selling to Multi-play Customers

発行 Mobile Market Development Ltd 商品コード 310624
出版日 ページ情報 英文 30 pages
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=102.06円で換算しております。
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マルチプレイ顧客へのクロスセリング・アップセリング Cross- & Up-selling to Multi-play Customers
出版日: 2014年08月18日 ページ情報: 英文 30 pages
概要

固定・モバイルオペレーターは、従来の市場が飽和し、市場リーチを拡大する方法を模索していることから、ますますマルチプレイ製品の開発に関心を寄せています。デュアル・トリプルプレイ製品は当面の間、多くの市場で利用可能となっていますが、動向はますますクアッドプレイ製品・サービスの開発に向かっています。

当レポートでは、欧州のマルチプレイ市場について取り上げ、クアッドプレイサービスを確立し成功させたフランスとスペイン、および強力なデュアルプレイ・トリプルプレイサービスを示すアイルランドと英国について調査しており、各国におけるマルチプレイ市場の現況、主要オペレーターの提供サービス、市場ポジショニング、およびデータ・業績評価指標などを分析し、お届けいたします。

第1章 概要

第2章 イントロダクション

第3章 フランス市場

  • フランスにおけるマルチプレイ市場の現況
  • Iliad/ Free
    • 現在のマルチプレイサービス
    • データ・業績評価指標
  • Orange France
    • 現在のマルチプレイサービス
    • 現在のスペシャルサービス
    • 市場ポジショニング
    • データ・業績評価指標

第4章 アイルランド市場

  • アイルランドにおけるマルチプレイ市場の現況
  • eircom

第5章 英国市場

  • 英国におけるマルチプレイ市場の現況
  • Virgin Media

第6章 スペイン市場

  • スペインにおけるマルチプレイ市場の現況
  • Movistar Fusion

第7章 主な調査結果

第8章 提言

付録:質問へのフィードバック

目次

Fixed and mobile operators are becoming increasingly interested in developing multi-play products as their traditional markets become saturated and they look for ways to extend their market reach. Dual- and triple-play products have been available in many markets for some time, but the trend is increasingly towards developing quad-play products and services. Multi-play operators tend to experience lower churn levels and therefore have more loyal customers. This gives them more opportunity to cross-sell or up-sell further services, and hence tie in customers for even longer.

Operators that are already in a position to do so are developing their quad-play propositions, and those that do not already have the infrastructure are either taking advantage of the communications market's tendency to consolidate and are acquiring companies, or are entering into network sharing and other agreements in order to broaden their product portfolios.

Initial multi-play offers were slow to catch on, partly because the offers were not compelling enough, and partly because operators faced internal challenges in integrating their fixed and mobile arms, or in integrating newly acquired companies. Products are now becoming more desirable, as popular content packages are put together and streaming content is available over fast broadband. Superior infrastructure, such as fibre and 4G mobile, have provided a spur to the uptake of multi-play products.

As this report shows, European mobile markets have seen different rates of success with multi-play offers. France and Spain, for example, are both now established markets for multi-play services that include mobile, whereas in the UK and Ireland the choice of multi-play products is more limited. In the latter there are fewer products combining fixed and mobile services, although multi-play products based on fixed services have been available for some time and are well established in the market.

This report looks at four different markets, two of which (France and Spain) have established and successful quad-play offers available, and two of which (Ireland and the United Kingdom) exhibit strong dual- and triple-play propositions.

Table of Contents

1 Overview

2 Introduction

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

3 The French Market

  • 3.1 Current Status of the Multi-play Market in France
  • 3.2 Iliad/ Free
    • 3.2.1 Current Multi-play Propositions
    • 3.2.2 Figures and Performance Indicators
  • 3.3 Orange France
    • 3.3.1 Current Multi-play Propositions
    • 3.3.2 Current Special Offers
    • 3.3.3 Market Positioning
    • 3.3.4 Figures and Performance Indicators

4 The Irish Market

  • 4.1 Current Status of the Multi-play Market in Ireland
  • 4.2 eircom
    • 4.2.1 Multi-play Propositions
    • 4.2.2 Figures and Performance Indicators
    • 4.2.3 Positioning

5 The UK Market

  • 5.1 Current Status of the Multi-play Market in the UK
  • 5.2 Virgin Media
    • 5.2.1 Propositions
    • 5.2.2 Current Special Offers
    • 5.2.3 Market Positioning
    • 5.2.4 Figures and Performance Indicators

6 The Spanish Market

  • 6.1 The Current Status of the Multi-play Market in Spain
  • 6.2 Movistar Fusion
    • 6.2.1 Market Positioning
    • 6.2.2 Figures and Performance Indicators

7 Key Findings

8 Recommendations

Appendix - Feedback Questions

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