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
|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。
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.
Following this background introduction, this report comprises: