市場調查報告書 - 201023
Convergence Watch: UK
|出版商||Mobile Market Development Ltd|
|出版日期||內容資訊||英文 59 pages|
Just over half of all UK households buy their communications services in a bundle, as of Q1 2010. UK telecom operators' approaches towards bundling and convergence have changed since 2007 (when we last reviewed convergence in the UK) with mobile now taking more of a back seat. Today, fixed and mobile operators focus mainly on the bundling of home phone, broadband and television services as part of a dual- and/or triple-play offering. Mobile phone and mobile broadband services are promoted as add-ons by fixed players and in general fixed and mobile voice telephony are treated separately with the exception of on-net calling features. This trend reflects a common assumption in the UK that a mobile service is seen as a personal purchase while home phone, broadband and TV are viewed as household purchases. It is more likely that the converged fixed and mobile propositions launched in 2006 and 2007 became less relevant in a market which was experiencing inflation of bundled minutes and messages as part of mobile line rental contracts (and prepay top-ups). This inflation led to a rise in mobile-only households as consumers started to use mobile devices as their primary communications device, both inside and outside the home.
The advent of Wi-Fi capable smartphone and tablet devices, however, increases the need to have a mobile convergence strategy that complements dual- and triple-play packages instead of being just a discounted add-on. Smartphones (and operators) rely on Wi-Fi connections in addition to 3G for the popular applications and data intensive services that consumers are now accessing on mobile devices. This includes smartphone applications offering free voice (VoIP) and messaging services.
This report follows on from the previous MWP report, Convergence Watch UK (August 2007), reviewing the practices of key market players that have employed a mobile component in promoting a bundled package of communication services.