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Sustaining ARPUs Through Bundle Innovation

発行 Mobile Market Development Ltd 商品コード 852968
出版日 ページ情報 英文 62 Pages
納期: 即日から翌営業日
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バンドル・イノベーションを通じたARPUの安定化 Sustaining ARPUs Through Bundle Innovation
出版日: 2019年05月29日 ページ情報: 英文 62 Pages

世界各国の通信企業は現在、市場競争や政府の規制などにより、自社のARPU (ユーザー1件当たり平均収益) への圧縮圧力を強く受けています。この動きに対抗して、各社では通信料金体系と各種サービス (通信速度上限、データストレージ・サービス、通信機器の保有・交換サービス、固定回線とのセット契約) とのバンドリング (抱き合わせサービス) の提供を進めて、ARPUの安定化に取り組んでいます。

当レポートでは、世界各国の通信企業における、ARPU安定化に向けた様々な取り組みについて分析し、通信業界を取り巻く背景事情や、通信料金形態 (プリペイド/ポストペイ方式) と様々なサービス/オプションとのバンドリングの取り組み事例、現在までの成果と今後の見通しなどについて調査しております。

第1章 概要

第2章 背景事情と分析内容

第3章 事例研究

  • Telefonica O2 Deutschland
    • ポストペイ方式への関心
    • ポストペイ方式の提案アプローチ - O2 Free Tariffs
      • New O2 TV Service
      • O2 Cloud
    • プリペイド方式の提案アプローチ - Free Tariffs
  • Telefonica Movistar Spain
    • コンバージェンスサービスとコンテンツが鍵となる
    • コンバージェンスサービス (統合型データサービス)
    • スタンドアロン式ポストペイ/プリペイドサービス
    • 「一体型の顧客行動範囲」の拡張
    • その他の現在進行中の取り組み
  • Telenor Norway
    • ポストペイ分野での収益促進
    • ポストペイ方式の料金
    • 若年層向け料金体系
    • 更なるアップセリングへの取り組み
    • ハンドセット交換プログラム
  • Elisa Finland
    • 通信速度と連動した、制限なしのデータ通信料
    • Elisaのプリペイド・バンドル
  • DNA Finland
    • 無制限のデータ通信料と、固定回線とのセット契約
  • Vodafone Spain
    • 競争圧力
    • 経営改善の取り組み (2019年) - 速度ベースの料金体系
    • プリペイド式の通信料金
  • Maxis Malaysia
    • 競争圧力への対抗
    • ポストペイ方式への移行の促進
    • 標準型ポストペイ方式:家族指向の料金体系
    • デバイス所有オプション
    • プリペイド方式のバリュープロポジション (提案価値)
    • プリペイド方式のARPUを安定化させる手法

第4章 結論

  • ARPU維持のための取り組みの評価
  • 分析結果 (概略)

第5章 提言


Background to the Report

MNO ARPU or ARPA continues to face pressures from price competing players seeking market share as well as regulation in the form of MTR, interconnection and data pricing. Recognising the need to become a fully-fledged digital services player many, MNOs today are striving (and some are winning) in becoming major convergence players offering a variety of services that address both the individual and household needs. Market circumstances (such as strength of the incumbent, challenger and level of fibre and or pay-TV penetration) plays a decisive role in determining the success of an operator's overall strategy in driving service revenue and ARPU.

From a mobile perspective, driving data usage and being cognisant of consumers' data needs in the face of ever more intensive data applications and services has formed the basis of mobile tariff design by MNOs. Most MNOs have inflated their inclusive data allocation in recent years to meet data demands however in many ways they have struggled to maintain pricing levels in order to keep competitors at bay.

Operators are finding ways to offset declining voice revenue by driving data monetisation through smartphone purchase/ownership schemes and innovative tariff design that addresses data usage and monetises further data and connectivity use cases. This along with retention initiatives such as personalised offers, personalised customer service and reward schemes encourage customers to engage with the operator propositions and its service initiatives.

While video continues to be an opportunity particularly in the area of traditional convergence but also as an OTT method of countering established cable and satellite players, operators acknowledge the ARPU challenges they face and are looking to adjacent areas such as insurance, banking and connected cars.

However, while there are common pressures in terms of customer expectations for volume and pricing of data and other traditional (voice and SMS) services, operators' experience of responding to those pressures has been very mixed. This finding led tefficient to state that there was no revenue upside to unlimited data bundles. Subsequent research by the company illustrates just how variable the results of responding to market and regulatory pressures are, as shown in Figure 1.

According to tefficient, while data usage grew for 100% of operators, ARPU only grew for 46% of them. While the image is difficult to decipher, it is apparent that operating companies within a single group (e.g. Vodafone and Telefónica) may also have very different experiences.

Some of the differences may be caused by variances in local conditions (e.g. level of competition, activities of regulator, market and tariff history).

The remainder of this report reviews some specific operator initiatives currently being deployed to drive ARPU in their traditional communications and media businesses, seeking to identify the common factors that help to ensure retention (and even growth) in ARPU in challenging and rapidly evolving markets.

Report Content

Following this background introduction, this report comprises:

  • Section 3 - Case examples reviewing the strategic approaches adopted by certain MNOs - Telefónica O2 Deutschland, Telefónica Movistar Spain, Telenor Norway, Elisa and DNA Finland, Vodafone Spain and Maxis Malaysia to sustain or improve their ARPU position and maintain growth in their consumer mobile business;
  • Section 4 summarises the findings of this research;
  • Section 5 lists a series of recommendations for operators looking for inspiration on strategic and propositional tactics being deployed by operators to sustain and grow ARPU.

Table of Contents

1 Overview

  • 1.1Key Infographic
  • 1.2Introduction
  • 1.3Three i3

2 Background and Content

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

3 Case Examples

  • 3.1Telefónica O2 Deutschland
    • 3.1.1Focus on Postpay
    • 3.1.2Postpay Proposition Approach - O2 Free Tariffs
      • O2 TV Service
      • Cloud
  • 3.1.3Prepay Proposition Approach - Free Tariffs
  • 3.2Telefónica Movistar Spain
    • 3.2.1Convergent Offerings and Content are Key
    • 3.2.2Convergent Offers
    • 3.2.3Standalone Postpay & Prepay Offers
    • 3.2.4Extending the Converged Customer Footprint
    • 3.2.5Other Upcoming Movistar Initiatives
  • 3.3Telenor Norway
    • 3.3.1Driving Value in Postpay
    • 3.3.2Postpay Tariffs
    • 3.3.3Youth-oriented Tariffs
    • 3.3.4Further upselling Initiatives
    • 3.3.5SWAP Handset Programme
  • 3.4Elisa Finland
    • 3.4.1Unlimited Data Tariffs Tiered by Speed
    • 3.4.2Elisa's Prepay Bundles
  • 3.5DNA Finland
    • 3.5.1Unlimited Data Tariffs but with Fixed Contracts
  • 3.6Vodafone Spain
    • 3.6.1Competitive Pressures
    • 3.6.22019 Turnaround Efforts - Speed-based Tariffs
    • 3.6.3Prepay Tariffs
  • 3.7Maxis Malaysia
    • 3.7.1Tackling Competitive Pressures
    • 3.7.2Encouraging Migration to Postpay
    • 3.7.3Standard Postpay - Family Orientated Tariffs
    • 3.7.4Device Ownership Options
    • 3.7.5Prepay Propositions
    • 3.7.6Measures to Stabilise Prepay ARPU

4 Findings

  • 4.1Review of Attempts to Sustain ARPU
  • 4.2Headline Conclusions

5 Recommendations

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