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市場調查報告書

亞太地區新興國家的零售聚合:個案研究、策略、多合一服務的成功

Retail Convergence in Emerging Asia-Pacific: Case Studies, Strategies and Successes for Multi-Play

出版商 Analysys Mason 商品編碼 422553
出版日期 內容資訊 英文 37 Slides
商品交期: 最快1-2個工作天內
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亞太地區新興國家的零售聚合:個案研究、策略、多合一服務的成功 Retail Convergence in Emerging Asia-Pacific: Case Studies, Strategies and Successes for Multi-Play
出版日期: 2017年01月16日 內容資訊: 英文 37 Slides
簡介

亞太地區許多國家以3G、4G通信網的建設為優先課題,固網基礎建設的優先程度不可避免地退居第二順位。然而現今消費者的通信需求規模已經大幅超越行動通信線路的容量,通信營運業者們因此紛紛野心勃勃地投入了FTTx計畫。FTTx所提供服務的價格與捆包將會是其邁向成功的關鍵因素。

本報告提供亞洲地區的新興國家(中國、印度、印尼、馬來西亞、菲律賓、泰國)FTTx零售及服務市場的最新動向分析,服務提供方式的傾向與潮流 - 單一/二合一/三合一、固網與行動網路的捆包供應、通信費用策略、數位聚合的滲透等 -、使用費及選項服務的概要、消費者的關注與反應、具體商業事例、各國市場詳細動向等情報也都將會整提供如後。

目錄

  • 摘要整理
  • 方案1:對簡單高速線路服務的關注
  • 方案2:使三合一服務作為唯一的尖端選項
  • 方案3:對固網及行動網路捆包的關注
  • 附錄
  • 關於作者與ANALYSYS MASON
目錄

"Operators' fibre investments must be supported by a strong price-positioning strategy; tiering services with IPTV works well for many players, but single, double and quadruple plays also have a place."

Fixed infrastructure has historically been secondary in terms of investment to mobile infrastructure in many countries in emerging Asia-Pacific, with investment in 3G and 4G, as well as in handsets and mobile data, historically driving growth. Consumer demand for data is now increasing beyond mobile capabilities and operators are committing to ambitious FTTx plans. The pricing and bundling of the services enabled by FTTx will be a key factor in their potential success.

This report provides a detailed investigation of following three significant approaches to price positioning that operators can adopt.

  • Focus on high-speed simplicity
  • Make triple-play the only high-end option
  • Focus on fixed-mobile bundles.

The report also provides coverage of the multi-play pricing strategies of operators in China, India, Indonesia, Malaysia, Philippines, and Thailand.

THIS REPORT PROVIDES ANSWERS TO THE FOLLOWING QUESTIONS.

  • How should operators in emerging Asia-Pacific design their retail FTTx offers, and which services can be bundled together to offer a holistic solution?
  • Should FTTx offers focus on providing a fast, high-value standalone broadband offer, or should mobile network operators (MNOs) in EMAP bundle pay-TV and fixed broadband services to promote take-up of both?
  • Under which circumstances do operators need to adapt their approaches to price-positioning, and what are the strengths of each approach?
  • Which approach is best suited for each market?

A SUMMARY OF BUNDLING STRATEGIES, BY OPERATOR TYPE

SAMPLE PAGES

ABOUT THE AUTHORS

Aris Xylouris (Analyst) s a key contributor to Analysys Mason's primary research for the Consumer and SME Services research practice, and manages our Connected Consumer Survey and Consumer smartphone usage series of research. His work involves in-depth coverage of issues such as consumer behaviour, convergence and bundling, TV and media, and mobile and fixed service pricing. He also specialises in statistics and primary research analysis. Aris is a trained economist, and before joining Analysys Mason he held internships as an economic analyst in the media sector. His wider experience includes quantitative forecast modelling and computer simulations using agent-based models. Aris holds a Bachelor in Economics from Athens School of Economics and Business, and an MSc in Behavioural Economics from Warwick University.

Martin Scott (Principal Analyst) co-ordinates Analysys Mason's research initiatives related to media, TV, fixed broadband and convergence. He manages the Video Strategies and Fixed Broadband Services research programmes. Martin has held numerous positions within Analysys Mason during the last 10 years, including heading the company's Consumer Services, Data and Regional Markets practices. He also launched Analysys Mason's Connected Consumer and Consumer smartphone usage series of research. His primary areas of specialisation include telco TV strategy, OTT video and media, consumer smartphone usage, the bundling and pricing of multi-play services, including quadruple-play bundling, customer satisfaction and consumer-facing marketing strategy.

Harsh Upadhyay (Analyst) Harsh contributes to Analysys Mason's Asia-Pacific research programme, and is based in our Singapore office. His research focuses on market tracking, competitive assessment, data forecasting, next-generation services and consumer behaviour analysis in the Asia-Pacific telecoms market. He also supports consulting projects and presents at industry events. Harsh's experience in the TMT industry is diverse, and he has a detailed understanding of the telecoms market in the region. He has previously worked with Frost & Sullivan and IDC as an analyst and consultant, and his clients include leading ICT firms and government bodies. Harsh holds a Master's and Bachelor's degree in Business Management .

TABLE OF CONTENTS

  • EXECUTIVE SUMMARY
  • APPROACH 1: FOCUS ON HIGH-SPEED SIMPLICITY
  • APPROACH 2: MAKE TRIPLE-PLAY THE ONLY HIGH-END OPTION
  • APPROACH 3: FOCUS ON FIXED-MOBILE BUNDLES
  • APPENDIX
  • THE ABOUT THEAUTHORS AND ANALYSYS MASON
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