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南北アメリカのマルチプレイ市場

Multiplay in the Americas: Value-Added Services Increasingly Integral to the Multiplay Value Proposition

発行 GlobalData 商品コード 355782
出版日 ページ情報 英文 37 Pages
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南北アメリカのマルチプレイ市場 Multiplay in the Americas: Value-Added Services Increasingly Integral to the Multiplay Value Proposition
出版日: 2016年03月31日 ページ情報: 英文 37 Pages
概要

世界各国の通信オペレーターは、新たな収益源を模索して、利益率・ARPU (ユーザー1人当たり平均収益) の向上やチャーン (解約率) の抑制を図ろうとしています。南北アメリカ市場でも事情は同じで、各企業は様々なマルチプレイ・サービスを用意し、顧客に各種のバリュープロポジション - 大幅な料金引き下げや、付加価値サービスの強化、FTTH/Bブロードバンドの提供など - を提案して、契約・収益の維持に努めています。北米ではマルチプレイの普及率が高水準に達している (米国61%、カナダ80.8%) ため、今後はラテンアメリカでの市場拡大が期待されています。

当レポートでは、南北アメリカ諸国におけるマルチプレイ市場の最新動向について分析し、市場の全体的構造や、市場規模の推移と予測、規制・技術の現状と今後の見通し、期待される市場機会、通信オペレーターからのバリュープロポジションの概略、主要企業による具体的事例といった情報を取りまとめてお届けいたします。

イントロダクション:域内のマルチプレイ市場の背景事情

  • 市場の背景事情
  • 南北アメリカのマルチプレイ市場
  • 規制体制

主な促進要因としての規制・技術:マルチプレイの市場機会の開放

  • 規制枠組み
  • マルチプレイ・ビジネスへのアプローチ
  • マルチプレイ環境下におけるFTTH/B

通信オペレーターによるマルチプレイのバリュープロポジション

  • マルチプレイのバリュープロポジション (提案価値)
  • 料金プランに関するバリュープロポジション
  • 製品差別化に関するバリュープロポジション
  • 高品質の顧客サービスに関するバリュープロポジション

市場の詳細分析:ケーススタディ

  • カナダ:Rogers
  • ブラジル:Vivo
  • メキシコ:Grupo Televisa

結論:主な結論と提言

付録:略語とその定義

目次
Product Code: TC0077IR

Summary

Globally, operators are striving to develop new revenue streams, increase margins and ARPS, retain existing customers and reduce churn. Multiplay bundle services, combining traditional telecom services such as fixed voice, fixed broadband, pay-TV and mobile services, is one of the key strategies being adopted by operators in the Americas to reach these goals. Operators in Latin America are still highly focused on attracting customers to multiplay bundles through aggressive pricing discounts. On the other hand, operators in North America are focusing on developing value-added services that can integrate with their multiplay offers aiming to provide unique experiences to customers. Both in North and Latin America, operators are implementing different strategies, including mergers and acquisition, to complement their service lines and develop multiplay bundled services.

Key Findings

At year-end 2015, the Americas region registered 141.6m multiplay households and will reach 171.5m by year-end 2020, a five-year CAGR of 3.9%. Both the US and Canada display high multiplay household penetration rates with 61% and 80.8% at year-end 2015, respectively. As a result, multiplay services growth will be mainly driven by Latin American countries, chief among them Brazil, Colombia and Mexico.

Most operators in Latin America focus their multiplay strategy on price discounts, which normally exceed 25%. Conversely, the majority of North American operators are enhancing their multiplay offerings with value-added services such as cloud and OTT functionalities, while trying to maintain price discounts on bundles below 20%, with the goal to improve customer experience without compromising margins.

Multiplay offerings built around an FTTH/B broadband proposition have IPTV as the core element of the bundle as it allows customers to perceive the advantage of higher bandwidth through the consumption of content such as streaming videos through VoD and other OTT functionalities such as DVR, catch-up TV.

Synopsis

"Multiplay in the Americas: Value-Added Services Increasingly Integral to the Multiplay Value Proposition", a Telecom Insider by Pyramid Research, provides an executive-level overview of the multiplay services market in the Americas today, with forecasts of key indicators up to 2020. It delivers deep quantitative and qualitative insight into the multiplay services market, analyzing key trends on fixed-mobile convergence and quadruple-play services, assessing business models and pricing strategies, evaluating market players, based on proprietary data from Pyramid Research's databases.

It provides in-depth analysis of the following:

  • Market size and forecast; a look at the total market size and forecast for multiplay services in North and Latin America, with an overview analysis per country.
  • Regulatory and technology analysis; an overview on the regulatory framework in selected countries in the Americas and an analysis on technology convergence and how this is driving the development of multiplay offers.
  • Multiplay value proposition; an analysis of the value proposition models that operators implemented in order to foster their multiplay services offer and attract customers.
  • Case studies; this section details the key findings regarding competitive analysis, product offering, pricing strategy, and strategic actions that operators are developing to enhance customer experience of multiplay service users.

Reasons To Buy

This Telecom Insider helps executives build proactive, profitable growth strategies by offering comprehensive, relevant analysis of the multiplay services market in North and Latin America based on insights directly from local market players*

The report is designed for an executive-level audience, boasting presentation quality that allows it to be turned into presentable material immediately.

The broad but detailed perspective will help operators, equipment vendors and other telecom industry players to succeed in the challenging ICT services market.

The competitive landscape and the major players are given extra attention, enabling local players or prospective market entrants to gain the insight they need.

The report brings several case studies that showcase the business model that operators are implementing regarding multiplay services, triple and quadruple-play bundles and fixed-mobile convergence services.

Table of Contents

Introduction: Regional multiplay market context

  • Market context
  • Multiplay in Americas
  • Regulatory framework

Regulations and technology as main drivers: unlocking multiplay opportunities

  • Regulatory framework
  • Multiplay business approach
  • FTTH/B in the multiplay context

Multiplay value propositions for operators

  • Multiplay value proposition
  • Multiplay pricing value proposition
  • Multiplay product differentiation value proposition
  • Multiplay high quality of customer service value proposition

Market details: Case studies

  • Canada: Rogers
  • Brazil: Vivo
  • Mexico: Grupo Televisa

Conclusions: Key findings and recommendations

Appendix: Acronyms and definitions

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