|
市場調查報告書
行動寬頻：客戶維持課題的處理
Mobile Broadband: Addressing Retention Challenges
|
行動寬頻：客戶維持課題的處理 是由出版商Mobile Market Development Ltd在2010年03月所出版的。
這份英文市場調查報告書包含52 PAGES 價格從美金3500起跳。
本報告，針對行動寬頻市場的持續性，且在結算上可獲得利益趨勢的發展之重要成功因素進行分析，並調查客戶維持的課題，由下列摘要形式闡述。
第1章 概述
第2章 簡介
第3章 行動寬頻市場
第4章 行動寬頻建議的實例
第5章 分析
- 簡介
- 行動寬頻市場的成功因素
- 行動寬頻客戶的區隔
- 行動寬頻建議的KPI
- 行動寬頻的收益性
第6章 結論・建議
Abstract
Continuing pressure on voice revenues from regulators and competitors eroding
prices, including those in previously high-margin areas such as roaming and
call termination, has encouraged mobile operators to focus on mobile broadband
as a means to address shortfalls in both ARPU and EBITDA.
Even in the most saturated markets with mobile penetration levels over 130%,
mobile broadband has been able to deliver growth in the numbers of profitable
subscribers. But has this focus on acquisition and short-term profitability
resulted in dangerous inattention to the issue of retention? In some markets,
mobile broadband capability has been oversold resulting in a backlash of user
opinion, with mobile broadband suffering from being relegated to being
perceived as merely an extension of a fixed broadband subscription. This is
problematic anyway, but poor market perception may hinder MNO efforts to gain
a return on the major infrastructure investments required for the planned
deployment of 4G (e.g. LTE) technologies.
This report examines a number of mobile broadband markets to analyse the
critical success factors in developing a sustainable and viable (profitable)
revenue stream and explores the vital issue of customer retention, concluding
with concrete recommendations for MNOs wishing to maximise the benefits they
derive from this area.
Total: 52 pages.
Table of Contents
1. Overview
2. Introduction
- 2.1. Background to the Report
- 2.2. Report Content
- 2.3. Currency and Conversions
3. The Mobile Broadband Market
- 3.1. Broadband Penetration, Price and Availability
- 3.2. Mobile Broadband Development
4. Sample Mobile Broadband Propositions
- 4.1. Austria
- 4.1.1. Mobilkom (A1)
- 4.1.2. Summary - Austria
- 4.2. France
- 4.2.1. SFR
- 4.2.2. Orange France
- 4.2.3. Summary - France
- 4.3. Hungary
- 4.3.1. Vodafone Hungary
- 4.3.2. Summary - Hungary
- 4.4. Singapore
- 4.4.1. M1
- 4.4.2. StarHub
- 4.4.3. Summary - Singapore
- 4.5. UK
- 4.5.1. 3
- 4.5.2. Other UK Mobile Operators
- 4.5.3. BT
- 4.5.4. Summary - UK
5. Analysis
- 5.1. Introduction
- 5.2. Mobile Broadband Market Success Factors
- 5.3. Mobile Broadband Consumer Segmentation
- 5.4. Mobile Broadband Proposition KPIs
- 5.4.1. Prepay vs. Postpay
- 5.4.2. Bundling & Retention
- 5.5. Mobile Broadband Profitability
- 5.5.1. Pricing of Propositions
- 5.5.2. Customer Relationships, Management and Retention
6. Conclusions & Recommendations
- 6.1. Conclusions
- 6.2. Recommendations
|
