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市場調查報告書

終端津貼的再次考慮:Telco的策略及價值鏈的發展中終端發揮了什麼作用?

Rethinking Handset Subsidies: What Role Do Handsets Play in Telcos' Strategies and in the Value Chain's Evolution?

出版商 IDATE DigiWorld 商品編碼 348552
出版日期 內容資訊 英文 26 Pages
商品交期: 最快1-2個工作天內
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終端津貼的再次考慮:Telco的策略及價值鏈的發展中終端發揮了什麼作用? Rethinking Handset Subsidies: What Role Do Handsets Play in Telcos' Strategies and in the Value Chain's Evolution?
出版日期: 2015年12月31日 內容資訊: 英文 26 Pages
簡介

本報告提供業者致力的終端津貼的問題相關調查分析、業者現在面臨的競爭加劇和價值鏈的變化、新的策略與課題等相關彙整。

第1章 摘要整理

第2章 調查手法、定義

第3章 為何是津貼?

  • 消費促進要素的設備
  • 網路開發的支援
  • 津貼、承諾及保持

第4章 環境的變化

  • 智慧型手機:對業者來說日益沉重的負擔
  • 不用契約的計劃增加
  • 供應商解放+ OTT的增加=圍牆的結束

第5章 嶄新的全球企業的策略:替代為何?

  • 津貼策略的變化
  • 融資提供的發展
  • 對端供應商而言的新課題

圖表

目錄
Product Code: M15535IN1

This report looks at how operators are grappling with the issue of handset subsidies

After providing a reminder of the main reasons these subsidies exist, we analyse how operators - now facing growing competition and a changing value chain - have redefined the role that handsets play in their strategies .

We will see how a paradigm shift has occurred in a matter of years, and how the status quo might evolve over the long term .

Table of Contents

1. Executive Summary

2. Methodology

3. Why subsidise?

  • 3.1. The device as consumption facilitator
  • 3.2. Supporting network development
  • 3.3. Subsidies, commitment and retention

4. A changing environment

  • 4.1. The smartphone: an increasingly heavy burden for operators
  • 4.2. The rise of no-contract plans
  • 4.3. Supplier emancipation + the rise of OTT = the end of walled gardens

5. Player strategies in a whole new world: what are the alternatives?

  • 5.1. Changing subsidy strategies
    • 5.1.1. Lengthening contractual periods
    • 5.1.2. Decreasing the size of subsidies
    • 5.1.3. Resetting priorities: churn, retention and super buyers
  • 5.2. Development of financing offers
    • 5.2.1. Different types of loan
    • 5.2.2. Handset leasing: the rise of "Device as a Service"
    • 5.2.3. Offering special rates on plans rather than subsidising the handset
    • 5.2.4. Case study: the United States
  • 5.3. New challenges for handset suppliers
    • 5.3.1. Impacting high-end products
    • 5.3.2. New (local) players emerging
    • 5.3.3. Revamping operator brand phones
    • 5.3.4. What impact will 5G have on subsidies?

Report's tables and figures

Tables

  • Table 1: Regulatory status of SIM card locking in a selection of European countries
  • Table 2: Bouygues Telecom subsidies, as of December 2015
  • Table 3: Christmas 2015 specials from operators in France, by order of campaign dates

Figures

  • Figure 1: Comparison of subsidies vs. mobile service revenue for a selection of operators
  • Figure 2: Evolution of the value chain
  • Figure 3: Adoption rates for no-contract mobile plans in in France
  • Figure 4: China Mobile: maturing 4G handsets and a change in subsidies
  • Figure 5: Sprint: adapting financing to the customer's credit rating
  • Figure 6: Example of a leasing structure with outsourced leasing contract management
  • Figure 7: Cost of an iPhone 6s Plus with T-Mobile USA
  • Figure 8: Cost of an iPhone 6s with T-Mobile's JUMP! On Demand scheme
  • Figure 9: AT&T Next adoption rate and progress of handset revenue's share of total postpaid ARPU
  • Figure 10: Comparison of supply costs: ODM vs. OEM
  • Figure 11: Terminal small cells according to Chinese manufacturer Coolpad

List of players examined / mentioned

  • 3
  • A1
  • AT&T
  • Bell
  • Bouygues Telecom
  • China Mobile
  • China Telecom
  • China Unicom
  • HKT
  • KT
  • LG Uplus
  • Mtel
  • NTT DOCOMO
  • Rogers
  • SFR
  • Si.mobil
  • SK Telecom
  • Sprint
  • Starhub
  • Swisscom
  • Telus
  • T-Mobile (USA)
  • Verizon
  • Vip
  • Wiko
  • Wind
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