Quadruple-Play Bundling Strategies

• 0. Summary
• 1. Multi-play strategies are a response to convergence
  • 1.1 A multi-play package markets telecoms and entertainment together as a single product that aims to be greater than the sum of its parts
  • 1.2 Families have limited budgets, of which multi-play packages aim to take an increased share
  • 1.3 Some elements of multi-play packages are targeted towards families, while others are aimed towards individuals
  • 1.4 Telecoms and media players approach the multi-play market with different strengths
• 2. Adding video to a telecoms portfolio is more difficult than adding telephony to a TV package
  • 2.1 Pay-TV players own popular TV content, and can easily buy voice minutes
  • 2.2 Fixed telecoms operators have to contend with a steep learning curve when launching video services
  • 2.3 Mobile operators aim to eliminate the fixed telco from the home
• 3. Selected country profiles
  • 3.1 Australia' s incumbent continues to dominate the country' s market
  • 3.2 Bundled services are at the forefront of Austrian operators' strategies
  • 3.3 Fixed-line penetration has halved in five years in the Czech Republic
  • 3.4 France has a particularly strong triple-play market
  • 3.5 Operators in Hong Kong are pioneering IPTV and ultra-fast broadband services
  • 3.6 Competition in Sweden has focused on speed rather than bundles
  • 3.7 The UK has the highest pay-TV ARPU in Europe
  • 3.8 US incumbents are planning ambitious fibre deployments
  • 3.9 Other countries that have, or will soon have, quadruple-play bundles
• 4. The five key lessons for building a successful quadruple-play strategy
  • 4.1 Triple-play bundles work, but quadruple-play packages are not yet proven
  • 4.2 Quadruple-play bundles are about survival in the short term and positioning for the long term
  • 4.3 Not all markets are ready for a quadruple-play package
  • 4.4 Quadruple-play bundles are a commercial imperative in the long term
  • 4.5 Quadruple-play packages are not easy to develop or market

Actions

• Figure 1.1: Elements of a quadruple-play bundle
• Figure 1.2: The benefits of a multi-play bundle
• Figure 1.3: Share of family expenditure on telecoms and media in the UK, 1999- 2005
• Figure 1.4: Share of family expenditure on telecoms and media in Italy, 2001- 4
• Figure 1.5: Share of family expenditure on telecoms and media in France, 1999- 2004
• Figure 1.6: Different players' abilities to deliver the elements of a quadruple-play bundle
• Table 2.1: Multi-play SWOT analysis for cable and satellite operators
• Figure 2.1: Revenue generated from popular and long-tail content
• Table 2.2: Multi-play SWOT analysis for incumbents
• Table 2.3: Multi-play SWOT analysis for new fibre operators and unbundlers
• Table 2.4: Multi-play SWOT analysis for mobile operators
• Table 3.1: Services offered by the primary telecoms operators in Australia
• Table 3.2: Selected multi-play offers in Australia
• Figure 3.1: Timeline of broadband bundles in Australia
• Table 3.3: Services offered by the primary telecoms operators in Austria
• Figure 3.2: Timeline of broadband bundles in Austria
• Table 3.4: Selected multi-play offers in Austria
• Table 3.5: Services offered by the primary telecoms operators in the Czech Republic
• Figure 3.3: Timeline of broadband bundles in the Czech Republic
• Table 3.6: Selected multi-play offers in the Czech Republic
• Table 3.7: Services offered by the primary telecoms operators in France
• Figure 3.4: Timeline of broadband bundles in France
• Table 3.8: Selected multi-play offers in France
• Table 3.9: Services offered by the primary telecoms operators in Hong Kong
• Figure 3.5: Timeline of broadband bundles in Hong Kong
• Table 3.10: Selected multi-play offers in Hong Kong
• Table 3.11: Services offered by the primary telecoms operators in Sweden
• Figure 3.6: Timeline of broadband bundles in Sweden
• Table 3.12: Selected multi-play offers in Sweden
• Table 3.13: Services offered by the primary telecoms operators in the UK
• Figure 3.7: Timeline of broadband bundles in the UK
• Table 3.14: Selected multi-play offers in the UK
• Table 3.15: Services offered by the primary telecoms operators in the USA
• Figure 3.8: Timeline of broadband bundles in the USA
• Table 3.16: Selected multi-play offers in the USA