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U.S. Consumer Sentiments Provide a Warning to Mobile Operators and Encouragement to Would-Be Disruptors

出版商 IDC 商品編碼 346416
出版日期 內容資訊 英文 15 Pages
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美國的消費者信心指數分析:對行動通訊業者來說的威脅和對預定新加入企業來說的希望 U.S. Consumer Sentiments Provide a Warning to Mobile Operators and Encouragement to Would-Be Disruptors
出版日期: 2015年12月04日 內容資訊: 英文 15 Pages

根據IDC調查結果,美國的消費者對無線通訊服務4大公司的滿意度 (費用,服務選項等) 相對變地低。儘管如此,對市場的整體滿意度保持相對高的水準。同時,近幾年登場的「Wi-Fi First」服務模式,出示新的提案價值,對應對現有通訊業者感到不滿的消費者需求。尤其Google的「Project Fi」,獲取得自母公司的強力支援,也聚集來自現有企業的關心。


第1章 IDC的見解

第2章 調查概要

  • 調查手法
  • 摘要整理

第3章 概況

  • 複雜,但整體上積極的消費者信心指數:「使徒模式」 (Apostle Model) 分析
  • 與現有企業的弱點漏洞:左右市場的各種指標為基礎分析

第4章 未來展望

  • 確實有新加入企業的配額,不過,現在無法馬上看見
  • 有替代的、破壞性的服務模式:具持續性、反復性的情況
    • 「Apple要素」的重返

第5章 IDC的建議

第6章 參考資料

  • 相關調查
  • 摘要
Product Code: US40627515

This IDC study analyzes consumer perceptions of wireless service across key metrics to characterize the state of demand for evolving traditional operators as well as emerging disruptive consumer-oriented mobile service models. The results of IDC's latest ConsumerScape 360 Survey's Consumer Telco module data point to relatively low levels of consumer satisfaction with value for price and choice of service plans among the top 4 U.S. operators in particular. Despite this, overall levels of satisfaction indicated in Apostle Model profiles are relatively high. At the same time, a nascent group of "WiFi First" service models has emerged with a fresh set of value propositions aimed squarely where consumer data suggests the leading U.S. operators are deficient. At least one of these services, Google's Project Fi, has sufficiently powerful backing to command the full attention of the current and traditional market leaders.

"There is no near-term recipe for disruption at scale from these models," said John Jackson, IDC's research vice president for Mobile and Connected Platforms. "This is particularly true among the top 4 operators in the presently uber-competitive climate, where value for price has become a central competitive pillar. But the leading operators can't afford to ignore the vulnerabilities implied by these consumer sentiments," he continued. "The case for alternative models remains valid, and depending on a certain set of conditions, it is poised to strengthen in the medium term."

Table of Contents

1. IDC Opinion

2. In This Study

  • Methodology
  • Executive Summary

3. Situation Overview

  • Mixed, But Generally Positive Consumer Sentiments Evident in Apostle Model Profiles
    • Figure: The Apostle Model
    • Figure: Aggregated Apostle Model Results for U.S. Operators: "Love/Hate" Dynamic
    • Figure: Individual Apostle Model Results: Distribution of Satisfied and Dissatisfied Consumers Showing Few Outliers from Market Average
  • Weakness and Vulnerability for Incumbents in Metrics That Move Markets
    • Figure: Perception of Good Value for Price
    • Figure: Perceptions Around Good Choice of Subscription Plan Offerings
    • Figure: Satisfaction with Network Speeds

4. Future Outlook

  • Recipe for Disruption Exists, But Beyond the Immediate Horizon
    • Figure: Major Changes to Pricing of Postpaid Service Plans, 2013 to December 2014
    • Table: Select Commercial U.S. "WiFi First" Provider Profiles
  • Alternative and Disruptive Service Models: The Case for Persistence and Iteration
    • The Apple Factor Again

5. Essential Guidance

6. Learn More

  • Related Research
  • Synopsis
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