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市場調查報告書
三合一服務定價調查（2010年第4季）：電信業者是否落後了？
Triple-play pricing study 4Q 2010: are telcos falling behind?
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本報告已在2012年03月16日停止出版。
本報告為，針對超過20個歐洲國家市場，1,500以上服務套裝進行調查，並比較分析至今寬頻、雙重及三合一服務費用之變化、用戶類型別使用模式之差異、國家及業者類型、速度、服務類型別之定價差異等，以下列摘要形式闡述。
實施概要
簡介、調查範圍
- 歐洲寬頻、雙重及三合一服務費用之變化
- 使用概要模式之差異：輕度用戶、一般用戶、重度用戶
服務速度之進展
- 有線數據機之平均下載速度：雖超越DSL，但不及VDSL
- 有線數據機之平均上傳速度：2010年第4季將趕上VDSL
- Megabit/每秒之費用：持續下跌（尤其是羅馬尼亞及瑞典）
國家別費用比較
- 歐洲固定寬頻連接之最低價：5歐元/每月越來越接近
- 其他DSL業者：於歐洲各國提供最便宜雙重服務之頻率較高
- 入門級三合一服務費用：大多數市場下滑20%（2010年）
既有業者 vs 其他業者
- 既有業者維持單一寬頻服務之高價費用：為了負擔當地之迴路
- 既有業者於寬頻+語音之費用較高：從顧客之惰性獲利
- 有線業者為可彌補成本而維持三合一服務之價格優勢
宣傳費用
- 固定寬頻宣傳：具持有4種基本類型中一個以上特徵之傾向
- 服務供應商應該要依地區偏好調整費用之宣傳
- 減少成本觀點之前10大宣傳：20-40%之降價
高速、語音&TV服務之促銷價
- 超快速寬頻之平均費用：2010年第4季起降低至50歐元/每月
- 語音&TV服務之促銷價：依市場不同差異大
固定及行動寬頻費用之比較
圖表
Abstract
“Cable services are fast, alternative DSL services are cheap, mobile
broadband has mobility, incumbents' fixed broadband propositions are rarely
any of these things - that may need to change.” Martin Scott,
Senior Analyst.
This report analyses the results of the latest round of Analysys Mason' s
Triple-play pricing study, conducted in the fourth quarter of 2010.
Benchmarking 1500 service bundles across more than twenty European markets,
the report covers broadband, and double- and triple-play services.
Featured issues include: incumbent versus altnet pricing; cablecos' speed
advantage; ARPU uplift from multi-play services and ultra-fast broadband;
optimising promotional and entry-level pricing; fixed versus mobile pricing;
country-by-country benchmarks of broadband affordability and the price per
megabit per second.
Triple-play pricing study 4Q 2010: are telcos falling behind? answers your key questions:
- How is the compromise between speed and price evolving?
- Are cablecos providing more attractive services than telcos?
- Does fixed broadband continue to look attractive compared to mobile
broadband?
- 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 cable modem are outpacing DSL, but
VDSL is faster still
- 11. The median upstream speeds of cable modem caught up with VDSL in 4Q
2010
- 12. The price per megabit per second continues to decline, particularly in
Romania and Sweden
- 13. Document map - Country-by-country pricing comparison
- 14. The cheapest fixed broadband connectivity in Europe is approaching
EUR5 per month
- 15. Altnet DSL players most frequently offer the cheapest double-play
services in European countries
- 16. Prices of entry-level triple-play services declined by around 20% in
many markets in 2010
- 17. Document map - Incumbent versus altnet
- 18. Incumbents maintain high premiums for standalone (naked) broadband
services to cover the cost of the local loop
- 19. Broadband-plus-voice prices are higher among incumbents, because they
benefit from customer inertia (or lack thereof)
- 20. Cablecos maintain the price advantage for triple-play because they can
recoup content costs elsewhere
- 21. Document map - Promotional pricing
- 22. Fixed broadband promotions tend to have the features of one or more of
four basic types
- 23. Service providers must tailor price promotions to local preferences
- 24. The top-ten promotions in terms of cost savings offer price reductions
of 20 - 40%
- 25. Document map - Price premiums for higher speeds, and voice and TV
services
- 26. The median price of ultra-fast broadband fell below EUR50 per month
for the first time in 4Q 2010
- 27. The price premium for voice and TV services varies significantly
between markets
- 28. Document map - Comparison of fixed and mobile broadband pricing
- 29. Mobile broadband pricing undercuts comparable entry-level fixed
broadband packages in most of Western Europe
- 30. Document map - How to use the pivot charts in the data annex
- 31. How to use the pivot charts in the data annex
- 32. Document map - List of figures and tables
- 33. List of figures and tables [1]
- 34. List of figures and tables [2]
- 35. Document map - About the author and Analysys Mason
- 36. About the author
- 37. Copyright
- 38. About Analysys Mason
- 39. Research from Analysys Mason
- 40. Consulting from Analysys Mason
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