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市場調查報告書
三合一整合服務費用調査：2009年第4季
Triple-play pricing study 4Q 2009: are prices on the rise?
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本報告已在2012年05月03日停止出版。
本研究報告針對歐洲26國約100家企業進行三合一服務價格的調查，將各國寬頻服務技術（ADSL・ADSL2+・VDSL・纜線數據機等）、個別價格、速度、各類使用者的支出動向等情報，依下列大綱分析整理。
實施概要
序論・調査範圍
服務速度的進化
- 大樓LAN・光纖平均速度為50Mbit/s・纜線超過DSL
- 纜線上傳：上傳速度超過DSL
- Mbps單價：僅管寬頻價格整體提升，單價卻下降
各國費率比較
- 歐洲各國寬頻費率的入門門檻：10倍差距
- 二合一服務比單一寬頻便宜，但可能比三合一貴
- 最便宜的三合一比最便宜的單一寬頻市場競爭激烈
革新的輕度使用者導向費率
- 輕度使用者導向的寬頻服務：因應手機寬頻費率與飽和的固定服務
促銷價格
- 固定寬頻的促銷價格
- 最受歡迎的促銷價格
- 前10促銷價格
高速・聲音・TV的附加費用
- 超高速寬頻導向的附加費用：2009年下半年顯著增加
- 聲音・TV服務導向的附加費用：各市場大不相同
附錄
圖表
Abstract
"The tipping point between faster speeds and lower prices may have arrived: the average price of fixed broadband increased in the second half of 2009, but the price-per-megabit-per-second continues to fall."
This report analyses the results of the latest round of Analysys Mason' s
Triple-play pricing study, conducted over the fourth quarter of 2009.
Benchmarking over 1000 service bundles across more than twenty European
markets, the report covers broadband, and double- and triple-play services.
Featured issues include: service pricing; ARPU uplift from multi-play services
and ultra-fast broadband; innovative usage-based tariffs; optimising
promotional and entry-level pricing; country-by-country benchmarks of
broadband affordability and the price-per-megabit-per-second of fixed
broadband.
Triple-play pricing study 4Q 2009: are prices on the rise? answers your key questions:
- How is the compromise between speed and price evolving?
- What pricing uplift are ultra-fast broadband offers presently achieving?
- What uplift are operators getting from offering double- and triple-play
offers?
- What kind of price promotions are operators across Europe deploying at
present and how aggressively?
- How are download and upload speeds evolving?
Table of Contents
- 4. Document map - Executive summary
- 5. Executive summary
- 6. Document map - Introduction and scope
- 7. This report examines current and historical broadband, double- and
triple-play pricing across Europe
- 8. Usage profiles model the difference between ' light' , ' typical' and
' heavy' users
- 9. Document map - Service speed evolution
- 10. The median downstream speeds of apartment-LAN and fibre reach
50Mbit/s, while cable continues to outpace DSL
- 11. Cable-modem upstream speeds continue to outpace DSL upstream speeds
- 12. The price per megabit per second continues to decline despite an
increase in overall broadband prices
- 13. Document map - Country-by-country pricing comparison
- 14. The price of entry-level broadband varies by a factor of ten across
Europe
- 15. Double-play services can be cheaper than broadband-only, yet sometimes
more expensive than triple-play
- 16. The cheapest markets for triple-play are frequently the most
competitive rather than the cheapest for broadband-only
- 17. Document map - Innovative light-usage tariffs
- 18. Light-usage metered broadband services are a response to mobile
broadband tariffs and saturating fixed take-up [1]
- 19. Light-usage metered broadband services are a response to mobile
broadband tariffs and saturating fixed take-up [2]
- 20. Document map - Promotional pricing
- 21. Fixed broadband promotions tend to have the features of one or more of
the four basic types
- 22. The most popular pricing promotions are geared towards reducing
barriers to entry
- 23. The top-ten promotions in terms of cost savings offer price reductions
of 20 - 40%
- 24. Document map - Price premiums for higher speeds, voice and TV
- 25. The price premium for ultra-fast broadband appears to have increased
significantly in the second half of 2009
- 26. The price premium for voice and TV services varies significantly
between markets
- 27. Document map - Annexes
- 28. Document map - Annex 1: Changes in methodology
- 29. Changes in methodology [1]
- 30. Changes in methodology [2]
- 31. Document map - Annex 2: How to use the data annex
- 32. How to use the pivot charts in the data annex
- 33. Document map - Author, copyright and key to acronyms
- 34. Author
- 35. Copyright
- 36. Key to acronyms
- 37. Document map - List of figures and tables
- 38. List of figures and tables [1]
- 39. List of figures and tables [2]
- 40. Document map - About Analysys Mason
- 41. About Analysys Mason
- 42. Research from Analysys Mason
- 43. Consulting from Analysys Mason
List of figures and tables
- Figure 1: Unweighted median downstream speed and price for residential
fixed broadband access, 2003 - 4Q 2009
- Figure 2: Inputs into the voice usage profile
- Figure 3: Unweighted median downstream broadband speed by access
technology, 2003 - 4Q 2009
- Figure 4: Unweighted median upstream broadband speed by access technology,
2003 - 4Q 2009
- Figure 5: Unweighted mean price per megabit per second for residential
fixed broadband access, 2003 - 4Q 2009
- Figure 6: Price per megabit per second of the ten least-expensive services
in Europe, 4Q 2009
- Figure 7: Price of the least-expensive broadband (without voice) access
service for a typical user by country, 4Q 2009
- Figure 8: Price of the least-expensive double-play service for a typical
user by country, 4Q 2009
- Figure 9: Price of the least-expensive triple-play service for a typical
user by country, 4Q 2009
- Figure 10: The relative attractiveness of broadband pricing promotions, by
country
- Figure 11: The top-ten fixed broadband price promotions, 4Q 2009
- Figure 12: Comparison of the median price of different types of fixed
broadband service bundle for a typical user, 4Q 2008, 2Q 2009 and 4Q 2009
- Figure 13: Relative pricing of the least-expensive single-, double- and
triple-play packages by country, 4Q 2009
- Figure 14: Unweighted mean downstream broadband speed by access
technology, 2003 - 4Q 2009
- Figure 15: Unweighted median downstream broadband speed by access
technology, 2003 - 4Q 2009
- Figure 16: How to use the pivot charts in the Triple-play pricing study
data annex
- Table 1: Types of fixed broadband promotion
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