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市場調查報告書
通訊業者的TV策略
Telcos TV Strategies
| 出版商 |
IDATE |
| 出版日期 |
2011年11月 |
商品編碼 |
224507 |
| 內容資訊 |
英文 |
| 價格 |
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通訊業者的TV策略 是由出版商IDATE在2011年11月所出版的。
這份英文市場調查報告書價格從美金4550起跳。
本報告提供TV通訊業者服務的行銷策略調查分析，通訊業者的主要TV服務範例，TV服務的行銷策略，通訊業者的產業策略的TV服務的重要性，TV市場上通訊業者所扮演的角色，主要電信業者簡介等彙整資料，為您概述為以下內容。
第1章 摘要整理
第2章 調查手法
第3章 通訊業者的TV服務
- TV服務
- 網路電視(管理網路)
- 新世代STB範例:SFR TV Evolution機上盒
- Vodafone Portugal:Xbox 360的合作的先驅者
- Xbox 360的AT&T U-verse
- DTT
- KPN的商品搭售策略
- BT Vision
- Mobistar Belgium
- 衛星
- Portugal Telecom
- France Telecom
- DirecTV
- Telefonica
- 電纜
- Magyar Telekom/Deutsche Telekom
- Telefonica
- 行動服務
- 電腦服務
- 固定·行動電視服務的延長
- 以線上人口整體的近網控制區作為目標
第4章 TV服務的行銷策略
- 實況錄音TV服務
- Bonus TV 模式的結束
- 主流模式:TV必要的網際網路連接
- 獨立式TV服務
- 視訊點播服務
第5章 產業團體的策略
- TV市場上通訊業者所扮演的角色
- 通訊業者策略的中心賦予地位的TV
- TV市場上通訊業者所扮演的角色
第6章 電信業者簡介
- AT&T
- Belgacom
- BT Vision
- Free
- Orange
- Portugal Telecom/MEO
- Verizon
- Telefonica Espagne
- Telecom Italia
- Deutsche Telekom
- KPN
Abstract
From a differentiation strategy to a strategy of innovation
Telcos' TV services are currently enjoying one of the highest rates of growth
in the marketplace. Initially a source of distinction between ISPs, TV has
become a central part of telcos' marketing and growth strategies. This report
takes a detailed look at the marketing strategies that telcos use when
marketing their TV services, and at their growing prominence in a TV market in
the throes of major upheavals.
Key Questions
- What role do television and associated services play in telcos' strategies?
- What type of media offers are telcos marketing and what networks are they
using to deliver them?
- How are telcos fitting their services into the multi-screen universe (TV,
mobile, PC...)?
- What live TV services are on offer? How are video-on-demand (VoD) services
being incorporated?
- Is there a single dominant model, and what are some of the more innovative
solutions out there?
- What role do telcos play in the TV market and how are they positioning
themselves?
Players profiled
Methodology:
- Carriers' strategic positioning with respect to television
- Description of the live TV offer
- Description and pricing of television-based TV/video services
- Description of other content services and STB features
Player profiles:
- AT&T
- Belgacom
- BT Vision
- Deutsche Telekom
- Free
- KPN
- Orange
- Portugal Telecom/MEO
- Telefonica Spain
- Telecom Italia
- Verizon
Table of Contents
1. Executive Summary
2. Methodology
3. Telcos' TV services
- 3.1. TV-based services
- 3.1.1. IPTV (managed networks)
- Example of a new generation STB: SFR and its TV Evolution set-top box
- Vodafone Portugal, a frontrunner in the development of a partnership
with Xbox 360
- AT&T U-verse on the Xbox 360
- 3.1.2. DTT
- KPN's bundling strategy: gradual development of an ambitious solution
- BT Vision: a series of partnerships to achieve strong superfast
broadband objectives
- Mobistar Belgium: theoretically quintuple play solution
- 3.1.3. Satellite
- Portugal Telecom: using pay-TV as a core development path
- France Telecom: varying degrees of success for satellite depending on
the market
- DirecTV, a key partner for American ISPs
- Telefonica, proactive satellite policy, but varying in scale from
market to market
- 3.1.4. Cable
- Magyar Telekom/Deutsche Telekom: cable losing out to IPTV and
satellite services
- Telefonica, Peru's cable heir
- 3.2. Mobile services
- 3.2.1. On broadcasting networks
- Popular free services based on TV channels in South Korea and in Japan
- Telcos' struggling paid services
- 3.2.2. On unicasting networks (3G)
- 3.3. Computer-based services
- 3.3.1. Essentially an extension of the fixed or mobile TV offer
- 3.3.2. But also a desire to reach the entire online population
4. Marketing strategies for TV services
- 4.1. Live TV services
- 4.1.1. The end of the bonus TV model?
- France: alone in the "free" IPTV model
- Bonus TV strategy also being employed on mobile
- 4.1.2. Dominant model: no TV without Internet
- 4.1.3. Less common: stand-alone TV services
- Infrequent on telecom networks
- And on broadcasting networks
- 4.2. Video on-demand offers
- 4.2.1. Often tied to live TV
- 4.2.2. Except when carriers do not offer live programming on their own
network
5. Industry organisation & strategies
- 5.1. Telcos' role in the TV market
- 5.1.1. Distributors above all
- 5.1.2. Generally service and package providers
- 5.1.3. More rarely content producers and/or TV station operators
- 5.2. TV at the heart of telcos' strategies
- 5.2.1. TV as an instrument of distinction for ISPs
- Way to attract new customers
- Means of securing customer loyalty
- Way to increase ARPU
- 5.2.2. Need to differentiate from other TV broadcasting/distribution
platforms
- Through the STB
- Through innovative services
- 5.3. Telcos' role in the TV market
- 5.3.1. Still only a small footprint in the market, but boasting the
highest growth rates
- 5.3.2. Different market positioning depending on state of local
competition
- In cable-dominated markets, telcos are being the most innovative with
TV
- Strategies vary in markets with a powerful pay-TV provider
- 5.3.3. Strategies influenced by the regulatory environment
6. Carrier profiles
(End of October 2011)
Methodology:
- Carriers' strategic positioning with respect to television
- Description of the live TV offer
- Description and pricing of television-based TV/video services
- Description of other content services and STB features
- 6.1 AT&T
- 6.2 Belgacom
- 6.3 BT Vision
- 6.4 Free
- 6.5 Orange
- 6.6 Portugal Telecom/MEO
- 6.7 Verizon
- 6.8 Telefonica Espagne
- 6.9 Telecom Italia
- 6.10 Deutsche Telekom
- 6.11 KPN
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