Abstract
Overview
One of the trends over the past few years has been the shift towards the
increasingly ubiquitous quadruple play. Sustained by their integrated
subsidiaries and their market clout, incumbent telcos are the frontrunners
here, and virtually all have by now introduced this type of offer. Meanwhile,
cablecos and ISPs - e.g. Comcast in the US and Yahoo!BB in Japan - are joining
the fray and launching their own quadruple play bundles.
Once confined to their respective core business areas, these players are now
all competing with one another in the internet access, voice, TV and mobile
services markets. As a result, with competition increasing and once novelty
solutions becoming commonplace as providers are all tending to offer consumers
more or less the same services, innovation has become both a central challenge
and a strategic necessity for differentiating the offers, increasing ARPU and
securing subscriber loyalty.
This report provides a detailed look at innovative bundles, whether true
combinations of the quadruple play' s elements or more add-ons to a core
service such as television, internet or mobile access. For each bundle, we
offer one or several case studies, along with an assessment of market
expectations for the service, the keys to its success, its potential for
differentiation, its current popularity and its development prospects.
The report is structured around three main themes:
- technological innovation (fixed-mobile convergence offers, digital home),
- innovation through range strategies (bundles, innovative services),
- innovation through pricing strategies.
Key questions
- What innovations are we seeing in bundles?
- Which innovations enable operators to increase their market share and/or
ARPU,
- and to secure subscriber loyalty?
- What are the market' s expectations in terms of innovation?
- What are the winning range strategies?
- What pricing strategies make it possible to increase market share?
Who should read this report?
- Telecom operators (fixed, integrated, mobile)
- Understand strategic positioning and marketing mix for the quadruple
play market' s different types of provider
- Pinpoint the keys to success in the main innovative offers
- ISPs
- Analyse the innovative offers marketed by ISPs, in terms of services and
pricing model
- Assess the stakes and challenges that quadruple play represents
- Equipment suppliers
- Identify the players present in the convergent device market and their
strategies
- Assess investment opportunities
- Market analysts
- Analyse the state of competition over innovative service bundles
- Understand the strategic shifts in the quadruple play ecosystem
Operators analysed:
- 3 UK
- AT&T
- BellSouth
- BT
- Comcast
- Deutsche Telekom
- Fastweb
- France Telecom
- Free
- Korean Telecom
- O2
- Softbank Yahoo! BB
- Telecom Italia
- Telefonica
- Time Warner Cable
- Verizon
- Virgin Media (NTL UK)
- Vodafone
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