寬頻營運商的附加價值服務 是由出版商Informa Telecoms & Media在2009年10月所出版的。
這份英文市場調查報告書包含220 Pages( including 10 TOC pages) 價格從美金1570起跳。
本報告書內容包括:寬頻營運商所提供的各種附加價值服務的調查分析、各服務型態的營運商策略、營運商所提供的優點・缺點、競爭服務、個案研究等、內容綱要摘記如下:
第1章 實施概要
第2章 附加價值服務環境
- 核心服務問題
- 附加價值服務提供至今的路程
- 營運商的附加價值服務環境：區分
- 營運商的服務策略
第3章 附加價值服務的點數卡・分析
- 調查方法
- 點數卡的結果
- 點數卡的結果：詳細（服務分類）
第4章 入口網站
- 營運商服務
- 競爭服務
- 營運商策略
- 營運商的優點
- 營運商的缺點
- 個案研究
第5章 社交網路・線上社群
- 營運商服務
- 競爭服務
- 營運商策略
- 營運商的優點
- 營運商的缺點
- 個案研究
第6章 線上音樂
- 營運商服務
- 競爭服務
- 營運商策略
- 營運商的優點
- 營運商的缺點
- 個案研究
第7章 線上視頻
第8章 線上遊戲
第9章 家庭監視器・保全
第10章 線上儲存
第11章 線上影像服務
第12章 FTTX的服務和應用程式
第13章 提議
附錄
Abstract
Beyond Triple Play assess the different opportunities broadband operators have
in offering services beyond the core triple play offer of telephony, TV and
broadband. Many have launched home monitoring or digital storage services, or
moved into content with online music, games, or video. A few have tried to
harness their large audiences by developing online community or UGC offerings.
And some are trying to take greater advantage of their core assets, such as
directories, and bring them into the broadband era.
Yet many of these service areas are not without problems. Huge global players
dominate much of the online content world, and displacing them will be no easy
task. Some services are also unproven in terms of their popularity with the
consumer and their revenue models. And some operators are finding that they
are not well placed to provide these services, in terms of how their business
is structured and how they are perceived in the mind of the consumer.
Beyond Triple Play reviews the services landscape and assess where the
greatest opportunities lie for operators. Which services are operators best
placed to offer? Where will they face the greatest competition? What assets do
different operators have to enable them to make these service plays? Which
services can be used to reduce churn and which can increase ARPU? And where
should operators look to make future service plays beyond those that are
typically offered today?
Key Coverage
- Evaluate the different types of services that operators across the globe
are launching
- Benchmark your service strategy and performance against that of your peers
- See which services are best for driving revenue, reducing churn and aiding
the up-sale of an operator' s core products
- Asses the threat of services from third party and over-the-top players
Key Issues Addressed
- Which services are operators best placed to offer?
- Where will they face the greatest competition?
- What assets can operators exploit in order to successfully offer services
- Which services can be used to reduce churn and which can increase ARPU?
- Where should operators look to make future service plays beyond those that
they offer today?
Table of Contents
CHAPTER - 1
- EXECUTIVE SUMMARY
- Figure 1.1: Operator value-added service stages
- Figure 1.2: Operator service strategy segmentation
- Services scorecard
- Figure 1.3: Value-added services scorecard top-line results
- Recommendations and value-added services in the future
CHAPTER - 2
- VALUE-ADDED SERVICES LANDSCAPE
- Core service problems
- Fixed-voice: Access lines and subscribers in decline
- Figure 2.1: Europe, fixed-voice subscriptions in selected markets, 1Q04-1Q09
- Figure 2.2: Global, top 25 service providers by VoIP subscriptions, 2008
- Broadband: Saturation and price competition
- Figure 2.3: Global, broadband subscriptions and net additions, 1Q04-1Q09
- Figure 2.4: Europe, broadband subscriptions and net additions, 1Q04-1Q09
- Figure 2.5: UK, selected BT broadband packages, 2003-2009
- TV: Potential, but path to growth may be difficult
- Figure 2.6: Global, multichannel TV subscriptions by technology, 4Q05-4Q08
- The path to offering value-added services
- Stage one: Single play
- Stage two: Dual play
- Stage three: Triple play
- Stage four: Multi play
- Figure 2.7: Operator value-added service stages
- Segmenting the operator value-added services landscape
- 1) Communications services
- 2) Enabling services
- 3) TV enhancements
- 4) Content services
- 5) Web 2.0 and community services
- Figure 2.8: Operator value-added services segmentation
- Operator service strategies
- Figure 2.9: Global, selected operators, monthly top-tier online storage cost as a percentage of monthly top-tier broadband cost, Sep-09
- Narrow service range, lower cost
- Broad service range, lower cost
- Narrow service range, higher cost
- Broad service range, higher cost
- Figure 2.10: Operator service strategy segmentation
CHAPTER - 3
- VALUE-ADDED SERVICES SCORE CARD AND ANALYSIS
- Methodology
- Scorecard criteria and weighting
- Scoring
- Top-line scorecard results
- Figure 3.1: Value-added services scorecard top-line results
- Figure 3.2: Informa value-added service scorecard
- Detailed scorecard results by service
- Music: subscriptions
- Figure 3.3: Music: subscriptions, detailed scorecard breakdown
- Figure 3.4: Music subscriptions, detailed scorecard results
- Online storage
- Figure 3.5: Europe, potential monthly revenues from online storage, selected operators, 2Q08
- Figure 3.6: Online storage, detailed scorecard breakdown
- Figure 3.7: Online storage, detailed scorecard results
- Games: subscriptions
- Figure 3.8: Example operator benefits from a games subscription service
- Figure 3.9: Potential monthly revenue and ARPU uplift from games subscription service, May-09
- Figure 3.10: Games: subscriptions, detailed scorecard breakdown
- Figure 3.11: Games: subscriptions, detailed scorecard results
- Home monitoring
- Figure 3.12: Home monitoring, detailed scorecard breakdown
- Figure 3.13: Home monitoring, detailed scorecard results
- Web portals
- Figure 3.14: Web portals, detailed scorecard breakdown
- Figure 3.15: Web portals, detailed scorecard results
- Video: Web TV
- Figure 3.16: Video: Web TV, detailed scorecard breakdown
- Figure 3.17: Video: Web TV, detailed scorecard results
- Games: a-la-carte
- Figure 3.18: Games: a-la-carte, detailed scorecard breakdown
- Figure 3.19: Games: a-la-carte, detailed scorecard results
- Video: Paid online VoD
- Figure 3.20 Factors determining consumer willingness to pay for operator video services
- Figure 3.21: Video: Paid online VoD, detailed scorecard breakdown
- Figure 3.22: Video: Paid online VoD, detailed scorecard results
- Social networks
- Figure 3.23: Social networks, detailed scorecard breakdown
- Figure 3.24: Social networks, detailed scorecard results
- A-la-carte music
- Figure 3.25: Music: a-la-carte, detailed scorecard breakdown
- Figure 3.26: Music: a-la-carte, detailed scorecard results
CHAPTER - 4
- WEB PORTALS
- Figure 4.1: Global, top 10 Web sites by visitors, Aug-09
- Operator services
- Figure 4.2: Typical operator portal offerings
- Figure 4.3: Domestic monthly reach of selected operator portals, Dec-08
- Figure 4.4: Europe, top five most popular Web sites by reach in selected countries, Dec-08
- Rival offerings
- Figure 4.5: Selected Web portals and launch dates
- Operator strategies
- Outsourcing
- Premium content
- Community-focused
- Team up
- Figure 4.6: AD Europe operator membership
- Operator advantages
- National champions and existing subscriber base
- Scale, and some room for targeting
- A safe bet
- A cheaper option
- Operator disadvantages
- A small advertising pie, even in advanced markets
- Figure 4.7: Europe, online ad spend per Internet user in the big five markets, 2008
- Figure 4.8: UK online display advertising spend, 1H08
- Winning over non-subscribers
- Mobile advantage overplayed
- Figure 4.9: Global mobile advertising expenditure, 2008-2013
- Case studies
- FastWeb
- Figure 4.10: Italy, operators' share of the broadband market, 1Q09
- Virgin Media
- Figure 4.11: Virgin Media portal strategy
CHAPTER - 5
- SOCIAL NETWORKS AND ONLINE COMMUNITIES
- Figure 5.1: EU, percentage of users that visit the following types of sites, Oct-08
- Operator services
- Figure 5.2: Selected operator social networks and online community services, Sep-09
- Rival offerings
- Figure 5.3: Europe, Facebook' s rank in the social networking category, selected countries, Feb-09
- Operator strategies
- Niche interests
- Social network aggregators
- Work with existing players
- Operator advantages
- Operator disadvantages
- Late to the party
- National focus
- Mobile advantage
- Figure 5.4: Europe, number of Facebook “fans” of selected operators, Jul-09
- Case studies
- Cyworld, South Korea
- Figure 5.5: South Korea, SK Telecom' s community (Cyworld) revenues, 4Q06-2Q09
- Figure 5.6: South Korea, Cyworld statistics, Aug-09
- BT, UK
- Figure 5.7: UK, key findings from BT' s The Voice of Small Business report, 2009
CHAPTER - 6
- ONLINE MUSIC
- Figure 6.1: Global, total value of digital music market, 2004-2008
- Figure 6.2: Global, digital music revenue, by region, 2008
- Operator services
- Figure 6.3: South Korea, leading music retailers, 2008
- Rival offerings
- Figure 6.4: Selected broadband operator music services, Sep-09
- Operator strategies
- Competing head-on with iTunes
- Third-party partnerships
- Link with mobile offerings
- Subsidizing music to reduce churn
- Answering regulatory questions
- Operator advantages
- A scale game
- Consumers see operators as music providers
- Figure 6.5: UK, key findings of Playlouder MSP survey
- First-mover advantage in subscriptions
- Operator disadvantages
- Displacing iTunes
- The problem of maintaining exclusivity
- Case studies
- O2, Czech Republic
- Figure 6.6: Czech Republic, publishers' share of music market, Apr-09
- Potential benefits
- Figure 6.7: Czech Republic, Internet advertising expenditure, 2008
- Initial reception and future success
- Figure 6.8: Czech Republic, leading entertainment Web sites by daily unique users, Feb-09
- TDC Play
- Figure 6.9: Western Europe, top 10 markets by broadband penetration, 1Q09
- Early success
- Virgin Media
CHAPTER - 7
- Online video
- Figure 7.1: Selected markets, percentage of Internet users who view long- and short-form online content, 2008
- Figure 7.2: Global, growth of online video traffic, 2008-2013
- Operator services
- Figure 7.3: Selected broadband operator video services, Sep-09
- Rival offerings
- Figure 7.4: US, online video metrics, Nov-08
- Figure 7.5: Online TV and video competitive landscape
- Operator strategies
- Using Web TV to bolster TV and online content offerings
- Figure 7.6: Cablecom live TV key facts
- Extending TV VoD online
- Paid-for vs. free content
- Figure 7.7: TV and broadband market shares of selected cable operators, end-08
- Figure 7.8: Sky Player monthly subscription charges for non-TV subscribers, May-09
- Web TV as a low-effort add-on
- Operators focusing on the TV
- Figure 7.9: Factors determining consumer willingness to pay for operator video services
- Operator advantages
- Beating broadcasters to the punch
- Bolstering a weak TV offering
- Cable' s legal and content strength
- Operator disadvantages
- Previous failures
- Striking deals can be tricky
- Cheap set-up means limited offering
- Needs may already be filled
- Case studies
- ESPN 360, US
- Figure 7.12: Change in market share of US operators carrying ESPN360, 2Q07-3Q08
- TV scale, service cost discourage operator participation
- Figure 7.13: US, selected operator TV and broadband subscriptions, 3Q08
- Content providers balance online and TV offers
- Videoload Free, Germany
- Figure 7.14: Germany, downloadable content sales and revenue, 2005-2008
- Figure 7.15: Germany, online video services, Feb-09
- TV Everywhere/OnDemand Online, US
CHAPTER - 8
- ONLINE GAMES
- Figure 8.1: Consumer spending on video games in the “big five” European countries, 2007
- Figure 8.2: US games sales, 1997-2007
- Operator services
- Rival offerings
- Figure 8.3: Selected broadband operator games services, Sep-09
- Figure 8.4: Oberon Media, selected gaming partners, Apr-09
- Figure 8.5: US, most popular free gaming sites by total unique monthly visitors, Dec-08
- Operator strategies
- Free and ad-funded
- Subscription vs. download-to-own
- Figure 8.6: Cost of “Far Cry II” by platform and distribution method, Mar-09
- Working with third parties
- Premium vs. non-premium
- Figure 8.7: Worldwide release timeline for Assassin' s Creed, 2007-2008
- Operator advantages
- Owning the entry point and multiple sales channels
- The billing relationship
- Audience make-up
- National champions
- The distributor rules the value chain
- Operator disadvantages
- Non content-driven operators will struggle to sell premium titles
- Crowded marketplace
- Case studies
- TeliaSonera
- Figure 8.8: NextGenTel gaming market segmentation
- Figure 8.9: Cost of selected games on BroadParkGames and Steam
- Neuf/SFR
- Figure 8.10: Selected SFR value-added services
- Figure 8.11: European IPTV service launch dates, 2003-2006
CHAPTER - 9
- HOME MONITORING AND SECURITY
- Figure 9.1: Typical home monitoring set-up
- Figure 9.2: Selected operator home monitoring services, Sep-09
- Operator services
- Rival offerings
- Operator strategies
- Figure 9.3: Europe, most important reasons for having a home-monitoring service in the “big five”countries, 2006
- Operator advantages
- Undercutting the managed alarm players
- A market without large global players
- Resonance with the operator' s customer base
- Operator disadvantages
- Service closures indicate fundamental problems
- Unreliable operators
- Little advantage in owning the consumer' s DSL line
- Services are going mobile
- Case studies
- UPC, Hungary
- Figure 9.4: UPC Hungary Pay TV and broadband subscriptions, 1Q05-4Q08
- Altibox, Norway
- Figure 9.5: Europe, top 10 FTTx operators by subscription numbers, 4Q08
- Xanboo, Global
- Figure 9.6: Potential uses for home monitoring
- Figure 9.7: Xanboo customers by country
CHAPTER - 10
- ONLINE STORAGE
- Figure 10.1: Online storage as delivery method for other value added services
- Operator services and opportunities
- Figure 10.2: Selected broadband operator online storage services, Sep-09
- Rival offerings
- Operator strategies
- A limited social network
- The two-pronged approach
- Orange meets LaCie halfway
- Work with third parties
- Operator advantages
- Success in storage is a question of trust
- Unrealized storage assets
- Bundling, cross-selling and upselling
- Heavy promotion
- Operator disadvantages
CHAPTER - 11
- ONLINE PHOTO SERVICES
- Figure 11.1: US, digital camera penetration of the adult population, 2006-2010
- Operator services and opportunities
- Figure 11.2: Selected broadband operator photo services, Sep-09
- Rival offerings
- Figure 11.3: Global, online-photo competitive landscape, Jul-09
- Operator strategies
- Free teaser offers
- Photo printing with third parties
- Open photo-sharing platforms
- Integration with partner sites or third parties
- Operator strengths
- A selling point for FTTx
- Figure 11.4: Global, selected operators, minimum time taken to upload 100 photos, Jul-09
- Figure 11.5: US, digital-camera sales by resolution, 2006-2008
- Privacy and peace of mind
- Owning the big screen
- Operator weaknesses
- A crowded marketplace
- The mobile advantage is fading; the TV advantage may follow
- Figure 11.6: IPTV application models
- Figure 11.7: Yahoo connected-TV ecosystem
- Limited value from third-party deals
- Case studies
- Scarlet, Netherlands
- Figure 11.8: Netherlands, total online advertising market, 2005 - 2008
- Figure 11.9: Netherlands, selected providers' online photo-sharing/storing services, May-09
- PCCW, Hong Kong
- Figure 11.10: Hong Kong, PCCW Snaap, key facts, Jul-09
CHAPTER - 12
- SERVICES AND APPLICATIONS OVER FTTX
- Figure 12.1: Fixed broadband network architectures
- Operator services to date
- Figure 12.2: Selected FTTH service offerings and strategies, Feb-09
- Figure 12.3: Global broadband subscriptions and key service launches, 2000-2005
- Future operator services
- Figure 12.4: Future TV formats
- 3D TV
- Figure 12.5: Selected 3D TV developments, May-08 to Feb-09
- Figure 12.6: Benchmark for likely future bandwidth use of the average FTTH household
- Telehealth
- Cloud computing
- Services over open access networks
CHAPTER - 13
- RECOMMENDATIONS
- Value remains in the mundane
- Content services must be subscription-based
- Maximize the TV advantage, but don' t count on it lasting
- Play on your conservative reputation.....
- ..... but avoid “me-too” services and consider thinking niche
- Improve service sign-posting
- Bundle services more imaginatively
- Focus on services for next-generation broadband
- In the long run, act as service enablers and move up the value chain
APPENDIX 1
- Value-added services scorecard factor definitions
APPENDIX 2
- BROADBAND OPERATOR VALUE-ADDED SERVICES
- Asia Pacific
- Eastern Europe
- Latin America
- US/Canada
- Western Europe
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