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市場調查報告書

ARPU的增加:飽和市場上收益的擴大

Increasing ARPU: Raising Revenue in a Saturated Market

出版商 IDATE DigiWorld 商品編碼 321002
出版日期 內容資訊 英文 31 Pages
商品交期: 最快1-2個工作天內
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ARPU的增加:飽和市場上收益的擴大 Increasing ARPU: Raising Revenue in a Saturated Market
出版日期: 2014年12月12日 內容資訊: 英文 31 Pages
簡介

ARPU或其他的產生收入單位,對通訊業者來說是重要的指標。ARPU的維持或擴大直接使收益水準更高,改善為抑制SAC、SRC及客戶流失的指標的投資能力。動市場普及率超過人口的100%日益飽和,固定寬頻的引進使未來成長空間達到有限等級。因而ARPU的擴大,價格競爭會侵蝕利益,更成為對業者來說的優先事項。

本報告提供飽和的行動市場上業者的ARPU擴大方式的相關分析、階段的費用、商品搭售,及提高銷售等各方式的建議,也包含主要企業的案例研究等,為您概述為以下內容。

第1章 摘要整理

第2章 調查手法&定義

第3章 ARPU的演進

  • (有問題)重要的數值
  • 對比的趨勢

第4章 收益擴大方式

  • 階段的費用
    • 容量、速度的區別
    • 服務品質的區別
  • 商品搭售及提高銷售
    • 商品搭售
    • 高級選擇
  • 具2面性的市場
    • 聯網汽車
    • 附贊助商資料(Sponsored data)
    • Telco CDN
    • 收費互連

圖表

目錄
Product Code: M14505IN2

Average revenue per user or other revenue-generating unit is a key metric for any telecom operator. Maintaining or ideally increasing ARPU directly translates into higher levels of profitability and an improved capacity to invest - provided that parameters like SAC, SRC and churn are kept under control.

When comparing different services such as fixed broadband and mobile as well as the evolution of ARPU in various regions of the world, one can observe significant differences. The reasons for this are manifold. They are partly rooted in consumer behaviour but also in such factors as market structure and the level of competition

Mobile markets have become increasingly saturated with penetration rates standing well above 100% of population, and the adoption of fixed broadband has reached levels where future growth is limited. Increasing ARPU has thus become a priority for operators, even more so as price competition is eating into their margins.

Table of Contents

1. Executive Summary

2. Methodology & definitions

  • 2.1. General methodology of IDATE's reports
  • 2.2. Market assessment and forecasts
  • 2.3. Definition

3. ARPU evolution

  • 3.1. A (challenged) key metric
  • 3.2. Contrasting trends

4. Levers for increasing revenue

  • 4.1. Tiered pricing
    • 4.1.1. Differentiation by volume and speed
    • 4.1.2. Differentiation by quality of service
  • 4.2. Bundling and up-selling
    • 4.2.1. Bundling
    • 4.2.2. Premium options
  • 4.3. Two-sided markets
    • 4.3.1. Connected cars
    • 4.3.2. Sponsored data
    • 4.3.3. Telco CDN
    • 4.3.4. Paid peering

List of Tables

  • Table 1: Pricing for the Swisscom Natel Infinity range
  • Table 2: Telcos' connected car involvement
  • Table 3: Telco CDN implementation, by operator

List of Figures

  • Figure 1: Mobile retail ARPU evolution in EU5 and USA
  • Figure 2: Mobile retail ARPU evolution in EU5 and USA
  • Figure 3: Fixed broadband retail ARPU evolution in EU5 and USA
  • Figure 4 : Mobile penetration rates
  • Figure 5 : ARPU vs. revenue per capita in USA vs. EU5
  • Figure 6: Market share of major MNOs in the USA and in Europe
  • Figure 7: Competitive choice of broadband provider in the USA
  • Figure 8: Decoupling of traffic and revenues with flat rate pricing
  • Figure 9: Deutsche Telekom wireline broadband tariffs
  • Figure 10: AT&T mobile tariffs
  • Figure 11: ATT wireless ARPU
  • Figure 12: Comcast traffic cap and top-up
  • Figure 13: BT broadband tiered pricing
  • Figure 14: Deutsche Telekom fixed wireless tariffs
  • Figure 15: Swisscom Natel infinity speed tiers
  • Figure 16: API to develop a 'turbo' button for a smartphone
  • Figure 17: Superonline 'Turbo button'
  • Figure 18: Vodafone Spain prioritisation
  • Figure 19: Free Priority Pass
  • Figure 20: Virgin Media: Seven steps to select the most adequate package
  • Figure 21: 'Package-building tools' from AT&T and BT
  • Figure 22: Open, the quadruple play solution by Orange
  • Figure 23: Verizon and AT&T shared data plans
  • Figure 24: Verizon wireless ARPU
  • Figure 25: Sprint's changing stance on shared offers
  • Figure 26: Time Warner Cable Signature Home
  • Figure 27: Movistar Gurú
  • Figure 28: Virgin Media Live Expert Help
  • Figure 29: Virgin Media F-Secure Safe solution
  • Figure 30: AT&T sponsored data
  • Figure 31: Implementation of a CDN within the BT network

Liste of players examined

  • Comcast
  • DT
  • Movistar
  • Orange
  • Sprint
  • Swisscom
  • Time Warner Cable
  • Verizon

Slideshow contents

  • ARPU evolution
  • Levers for increasing revenues: tiered pricing
  • Levers for increasing revenues: premium options
  • Levers for increasing revenues: two-sided markets
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