This report offers an in-depth analysis of the services provided by operators-
incumbents, cable operators and access providers - and the positioning of
service bundles in the range strategy.
Table of Contents
Executive Summary
Introduction
1. Panorama of bundle offerings in Europe, Asia and the USA
1.1. Introduction
1.2. Typology of bundles of services: broad and deep ranges
1.3. Panorama of bundles offering
1.4. Bundles based on a key service
1.4.1. Bundles based on Internet access
1.4.2. Voice-based bundles
1.4.3. TV/video-related bundles
1.5. Bundles incorporating different types of services
1.5.1. Double play offerings
1.5.2. Triple play bundles
1.6. Identification of services marketed independently
2. Detailled players strategies
2.1. Auna
2.2. BT
2.3. Cegetel
2.4. Comcast
2.5. Fastweb
2.6. France Telecom
2.7. Free
2.8. Hanaro
2.9. NTT East
2.10. Ono
2.11. Plala Networks
2.12. SBC
2.13. Skylife
2.14. Telecom Italia
2.15. Telefonica de Espana
2.16. Telewest
2.17. Time Warner Cable
2.18. Tiscali
2.19. Verizon
2.20. Yahoo! Japan
3. Factors determining bundle strategy
3.1. Environmental factors
3.1.1. Competitive context
3.1.2. Structure of demand
3.1.3. Technological background
3.1.4. Regulatory framework
3.2. Operators' market objectives
4. Analysis of operators' marketing mix
4.1. Offering strategy: what are the arbitrages between broad and in-depth
ranges?
4.1.1. Strategy of combining services based on a basic brick service:
the in-depth range option
4.1.2. Triple and quadruple play strategy: the choice of a broad range
4.1.3. Quadruple play strategy
4.1.4. Arbitrage between deep and broad ranges
4.1.5. Range of bundles
4.2. Pricing strategy: what are the pricing choices related to bundle
offerings?
4.2.1. Average prices charged by operators for the three basic services:
Internet access, telephony and TV
4.2.2. Prices charged for triple play bundle offerings
4.2.3. Level of discount on bundle offerings
4.2.4. Special offers
4.3. Advertising strategy
4.3.1. How transparent is the bundle offering in the service range?
4.3.2. Advertising
4.3.3. Distribution
4.4. Quantifiable results of the bundle strategy
4.4.1. The case of Telewest
4.4.2. Increase in ARPU
4.4.3. Increase in margins
4.4.4. Rate of subscription to a multi-play offering
4.5. Typical service range strategies
4.6. Stakes and challenges
IDATE presentation
DigiWorld Catalogue 2005
List of tables
Table 1: Pictograms related to each type of range
Table 2: Bundles of services in deep ranges
Table 3: Bundles of service in broad ranges
Table 4: Pictograms related to each type of range
Table 5: Deepness of range for services related to Internet access, voice
over IP and TV
Table 6: Range of services offered by operators (bundled or not)
Table 7: Positioning of players analysed in access related bundles
Table 8: Positioning of players analysed in voice-related bundles
Table 9: Positioning of players analysed with regard to TV and video
Table 10: Positioning of players analysed in double play bundles
Table 11: Double play offerings of voice over IP combined with Internet
access
Table 12: Positioning of players analysed in triple play bundles
Table 13: Quadruple play offers
Table 14: Typology of non-bundled services available in the consumer market
Table 15: Pricing of Auna bundles in EUR
Table 16: The ComCast offering
Table 17: Discount on Comcast' s bundled offerings
Table 18: Fastweb VoIP prices (cts EUR/min)
Table 19: Fastweb Internet access prices (cts EUR/min)
Table 20: TPS pricing via France Telecom' s MaLigne TV (EUR/month)
Table 21: CanalSat pricing via France Telecom' s MaLigne TV (EUR/month)
Table 22: Canal+ Le bouquet pricing via France Telecom' s MaLigne TV
(EUR/month)
Table 23: Price of France Telecom' s Internet + TPS bundle (EUR/month)
Table 24: Pricing of France Telecom' s Internet + CanalSat bundle
(EUR/month)
Table 25: Pricing of France Telecom' s Internet + Canal+ Le bouquet bundle
(EUR/month)
Table 26: Pricing of France Telecom' s Internet + video telephony offering
Table 27: Level of discount on double play TPS offerings + Internet access
Table 28: Hanaro' s Internet access offering
Table 29: Double Play Hanaro bundle: simple access + VoIP (Krw)
Table 30: Double Play Hanaro bundle: multiple access + VoIP (Krw)
Table 31: Double Play Hanaro bundle: access + Wi-Fi + VoIP (Krw)
Table 32: Double Play Hanaro bundle: Internet access + Wi-Fi access on
hot-spots + VoIP (Krw)
Table 33: Triple Play Hanaro bundle with satellite TV (SkyLife) (Krw)
Table 34: SkyLife prices (Krw)
Table 35: Triple Play Hanaro bundle with cable TV (in selected regions)
(Krw)
Table 36: Access related services offered by ONO (EUR)
Table 37: Range of ONO bundles (EUR)
Table 38: Pricing comparison of ONO' s bundled and separate offerings
Table 39: Plala' s TV/VOD offering
Table 40: Double Play FTTH access + VoIP (JPY)
Table 41: Double play FTTH access + TV (JPY)
Table 42: Triple play (JPY)
Table 43: The SBC services offering
Table 44: Total discount on SBC' s bundled offerings
Table 45: Pricing of Internet services by SkyLife (KrW)
Table 46: Pricing of SkyLife' s TV offerings (KrW)
