Abstract
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.
Table of Contents
1 Overview
2 Introduction
- 2.1 Background to the Report
- 2.2 Report Content
- 2.3 Currency and Conversions
- 2.4 Further Questions and Feedback
3 The Convergence Market Defined
- 3.1 Convergence Definitions
- 3.2 Type of Services and Technologies Involved
- 3.2.1 Fixed Broadband Services
- 3.2.1.1 DSL Broadband
- 3.2.1.2 Other ' Fixed' Broadband Services
- 3.2.2 Mobile Broadband
- 3.2.3 Voice Telephony Services
- 3.2.4 Pay TV and VoD Services
- 3.2.5 Other Varied Applications
4 Convergence in The UK
- 4.1 Market Overview
- 4.1.1 Fixed Broadband Access Development
- 4.1.1.1 Fixed Broadband Access Market Size
- 4.1.1.2 Fixed Broadband Access Market Share
- 4.1.2 Mobile Broadband Development
- 4.1.3 Other Services Development
- 4.1.3.1 Fixed and Mobile Telephony
- 4.1.3.2 Pay TV Services
- 4.2 Bundling Trends in the UK
- 4.2.1 Consumer Reasons for Bundling
- 4.2.2 Satisfaction with Bundles and Propensity to Switch
- 4.3 Key Convergent Player Profiles
- 4.3.1 British Telecom
- 4.3.1.1 Withdrawal of Fusion Service & Mobile Products
- 4.3.1.2 Launch of BT Total Broadband Anywhere
- 4.3.1.3 BT Broadband & Phone Bundles
- 4.3.1.4 BT Vision
- 4.3.1.5 BT Openzone Wi-Fi
- 4.3.1.6 White Label Fixed Broadband and Multi-Branding
- 4.3.1.7 Bundling Impact on ARPU and Revenues
- 4.3.2 Vodafone
- 4.3.2.1 At Home Proposition
- 4.3.2.2 Sure Signal Femtocell Proposition
- 4.3.3 Orange
- 4.3.3.1 Free Broadband Withdrawn
- 4.3.3.2 Orange Unique Re-branded as Signal Boost
- 4.3.3.3 Leakage of Home Broadband Users
- 4.3.3.4 Cross Selling Opportunities
- 4.3.4 Virgin Media - Triple-Play With Mobile on the Side
- 4.3.4.1 Cross Selling Mobile Services
- 4.3.4.2 Recognising the Potential of Mobile
- 4.3.5 O2
- 4.3.6 Talk Talk
- 4.3.7 3
- 4.3.7.1 The Skype Service Takes a Back Seat
- 4.3.7.2 Bundling
5 Key Convergent Player Offers - UK
- 5.1 Online Service Propositions in the UK Market
6 Conclusions
Appendix - Feedback Questions
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