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市場調查報告書
經由通訊線路的電視播放：歐洲的市場機會與業者策略
Telco TV: European Market Opportunities and Operator Strategies
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經由通訊線路的電視播放：歐洲的市場機會與業者策略 是由出版商Analysys Mason在2006年02月所出版的。
這份英文市場調查報告書價格從美金817起跳。
在固定電話的收益減少，寬頻的零售價格又因激烈競爭持續下滑的現今，歐洲的固定線路業者將 IPTV 視為抑止收益減少的對策。但是，與市場性質較平均的美國市場相較，在歐洲寬頻的利用或消費者支出等都因國家和地區而呈現差異。
擁有不少與通訊與新興媒體領域相關調查及顧問服務經驗的英國調查公司 Analysys Ltd.（總 公司：康橋），針對經由通訊線路之電視播放的歐洲市場機會及業者策略進行調查分析及預測，並整理出版報告書 "Telco TV: European Market Opportunities and Operator Strategies"
本報告書內容包括：歐洲通訊事業之現況及導入 IPTV 所造成的衝擊、競爭環境、各國市場的差異、使用者基盤之建構、媒體相關法規限制、對成功開展 IPTV 事業的建議及行動方案等。內容綱要摘記如下：
摘要
第1章 對通訊產業而言在最佳時機登場的 IPTV
- 因競爭及市場變化而減少的通訊事業收益
- 現存企業的態度：和作為重要因素的 IPTV 結合創造三合一服務
- 網路替代業者加入 IPTV 市場
- 市場結構與業者策略是 IPTV 成功的關鍵
第2章 經由通訊線路之電視播放的市場機會：競爭 TV 服務的可利用度與結構
- 提供經通訊線路電視播放的業者：在各種平台中面臨著競爭的考驗
- 逐漸擴大的 DTT 服務的可利用度證明了對 IPTV 造成威脅
第3章 歐洲各國市場的差異
- 相鄰國市場具擁有相同播放類型的傾向
- 對多重播放管道及收費電視之定義的誤解
- 高有線電視利用率與低有線電視數位化率之間有著密切的關係
- 多重播放管道之普及不一定會阻礙 IPTV 的利用
第4章 業者為了促進 IPTV 之利用，充份利用固定線路使用者基盤
- 現存的寬頻用戶成為潛在的 IPTV 初期用戶基盤
- 在寬頻的普及率高、收費電視的普及率低的市場可望較早推廣 IPTV
- 三合一服務的利用率低並不意味著對通訊業者發出警告
第5章 對通訊事業及媒體相關法規的地區性解釋影響市場機會
- VDSL 法規中的規定對替代業者的未來而言至關重要
- 體育播放權相關 EC 規定降低通訊業者的成本並且增加 PPV 機會
- 開始 IPTV 服務的通訊業者面臨因相互擁有所產生的制約
第6章 通訊事業策略：反映地區市場狀況的事項
- 業者與現存的多管道播放平台直接競爭
- 業者將重點放在呈飽和狀態的收費電視市場中 IPTV 的 USP 市場開拓
- 通訊業者正摸索與 DTH 或 DTT 業者合作
行動方案
圖表
Abstract
With revenues from fixed telephony in decline and broadband retail prices
eroded by increasing competition, Europe's fixed operators view IPTV as a
potential answer to the revenue shortfall. However, in contrast to the
homogeneous US market, there are marked national and regional differences in
broadband adoption and customer spend.
Telco TV: European market opportunities and operator strategies examines local
factors that determine the size of the opportunity for telco TV and addresses
your key questions:
- What multichannel television platforms are already established, and could
or would the players operating them venture into IPTV themselves?
- To what extent will nascent DTT services impact upon the take-up of IPTV
services?
- Given that IPTV's maximum user base is defined by the number of xDSL
users, what are the existing rates for the adoption of broadband services?
- Can operators compete with existing triple-play service providers on cost
and/or content provision?
- Should operators offer a full bouquet of channels or simply pay-per-view
or video-on-demand services?
Table of Contents
- 1 IPTV has arrived just when telcos need it
- 1.1 Telcos revenues are being squeezed by competition and market changes
- 1.2 Incumbents see IPTV and triple play as a key response
- 1.3 Alternative network operators came into IPTV early
- 1.4 IPTVs success will be determined by both market structure and
operator strategy
- 2 The opportunity for telco TV will depend upon the availability and
composition of competing TV services
- 2.1 Telco TV operators will face competition on a variety of platforms
- 2.2 The increasing availability of DTT services will prove a threat to
IPTV
- 3 European markets will vary in their receptiveness to IPTV
- 3.1 Neighbouring markets tend to possess similar broadcasting profiles,
up to a point
- 3.2 Definitions of multichannel and pay TV can be misleading
- 3.3 There is a strong correlation between high cable adoption and low
cable digitalisation
- 3.4 High multichannel penetration will not necessarily retard IPTV
adoption
- 4 Operators should leverage their fixed-line user base to drive IPTV
adoption
- 4.1 Existing broadband subscribers represent the initial potential user
base for IPTV
- 4.2 Markets with high broadband and low pay-TV penetration offer the
greatest scope for early IPTV adoption
- 4.3 Current low adoption of triple play should not unduly alarm telcos
- 5 Local interpretation of telecoms and media regulation will affect the
market opportunities for telcos
- 5.1 Decisions on VDSL regulation are critical to the future of altnets
- 5.2 EC regulation of bundles of sports rights may result in reduced
costs and increase PPV opportunities for telcos
- 5.3 Telcos launching IPTV services might encounter cross-ownership
restrictions
- 6 Telco strategy must be designed to reflect local market conditions
- 6.1 Operators can seek to compete directly with existing multichannel
platforms
- 6.2 Operators should focus on exploiting IPTVs USPs in saturated pay-TV
markets
- 6.3 Telcos can explore partnerships with DTH or DTT operators
- Actions
Figures and tables
- Figure 1.1: Voice revenue in selected European markets, 2003--5
- Figure 1.2: Residential telecoms spend in Western Europe, 2001--11
- Figure 2.1: LGI/UPCs pay-TV market share in selected European markets,
September 2005
- Table 2.1: European DTT households, September 2005
- Figure 3.1: European pay-TV adoption versus digital penetration, September
2005
- Figure 3.2: European multichannel and cable penetration, 2005
- Figure 3.3: European penetration of cable TV versus cable digitalisation,
September 2005
- Figure 3.3: European penetration of cable TV versus cable digitalisation,
September 2005
- Table 4.1: European broadband households, 2005
- Figure 4.1: European broadband subscriptions by technology, September 2005
- Figure 4.2: European pay TV versus broadband penetration, September 2005
- Figure 4.3: Western European broadband household penetration, 2005--11
- Figure 4.4: Western European pay-TV penetration in 2005 versus potential
available monthly spend on additional broadband services in 2011
- Table 4.2: European adoption of triple play by selected cable operators,
September 2005
- Figure 6.1: BSkyBs interactive revenues from Sky Active and Sky Bet,
2001--5
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