融合市場的劃分與提案開發 是由出版商Mobile Market Development Ltd在2011年07月所出版的。
這份英文市場調查報告書包含34 pages 價格從美金3500起跳。
融合服務具有提供顧客各種服務的可能性，不只有收入增加與投資回收而已，而可以給顧客各種服務，使顧客回流率增加、增進顧客理解、增加業者利益等。
本報告書為融合服務市場的分類方法相關考察以及符合市場特性的手法之提案，更著眼於對被認識的市場分類之提案開發基準、這與價格模型再構築的必要性之關連、如何關連等都有所提及，概述如下。
第1章 概要
第2章 序
- 報告背景
- 報告内容
- 通貨與融合
- 進一步的疑問與回響
第3章 融合市場的定義
- 融合的定義
- 包含服務與技術種類
- 固定寬頻服務
- 行動裝置寬頻
- 語音電話服務
- 付費TV與VoD（視訊隨選）服務
- 其他各種應用
第4章 融合市場的分類
- 序
- 市場構造與具有可能性的分類
- 融合服務的劃分
- 業者的劃分手法
第5章 提案開發
- 序
- 業者目的與制約
- 目標分類的選擇
- 提案
- 行動裝置融合提案
- 固定融合提案
- 固定-行動裝置融合提案
- 販促
- 價格方法
-
- 第6章 結論與提案
- 融合
- 劃分
- 提案
- 組織課題
- 提案
索引
Abstract
Convergence offers the potential to deliver multiple services to customers.
Apart from delivering additional revenues and improving returns on the
investment made, supplying multiple services to one customer increases
stickiness, and provides better understanding of customer needs and interests
to the operator.
However, operators have had mixed success in successfully selling converged
services. In part this arises from the nature of the services; mobile services
tend to be personal, fixed are for households, raising questions about the
best way to segment the market. In addition the pricing structures currently
employed are derived from a business dominated by voice traffic, and are
ill-suited to a business dominated by data traffic.
However, in a situation where operators are using pricing models based on
voice traffic while data usage is set to grow exponentially, convergence may
be the essential element that allows tariff and traffic rebalancing and avoids
MNOs becoming constrained by their own failure to extend their propositions to
provide full services to the customer base.
This report considers methods of segmenting the market for converged services,
and proposes an approach to suit the market characteristics. It also looks at
the criteria for developing propositions for the market segments identified,
and how and whether these can also address the need to restructure the pricing
model.
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 Segmentation of Converged Markets
- 4.1 Introduction
- 4.2 Market Structure and Possible Segmentations
- 4.2.1 Geographic segmentation
- 4.2.2 Demographic Segmentation
- 4.2.3 Psychographic Segmentation
- 4.2.4 Behavioural Segmentation
- 4.2.5 Social Segmentation
- 4.2.6 Personal vs. Household
- 4.3 Segmentation for Convergent Services
- 4.3.1 Teenagers/Starters (partly in Starting Out)
- 4.3.2 Young Singles (Starting Out/ Unwired)
- 4.3.3 Young Couples (Unwired)
- 4.3.4 Young Family (Committed to Cables)
- 4.3.5 Older Family (Committed to Cables)
- 4.3.6 Empty Nest (Comfortable Middle Age)
- 4.3.7 Older Singles or Couples
- 4.3.8 Transitions from Segment to Segment
- 4.4 Operator Approaches to Segmentation
- 4.4.1 Example: Vodafone
- 4.4.2 Example: O2
- 4.4.3 Example: Orange
5 Proposition Development
- 5.1 Introduction
- 5.2 Operators' Objectives and Constraints
- 5.3 Selecting Target Segments
- 5.3.1 Combining Personal and Household Propositions
- 5.3.2 Matching Sector Requirements
- 5.4 Propositions
- 5.4.1 Mobile Convergence Propositions
- 5.4.2 Fixed Convergence Propositions
- 5.4.3 Fixed-Mobile Convergence Propositions
- 5.4.4 Promotion
- 5.4.5 Pricing Approach
6 Conclusions & Recommendations
- 6.1 Convergence
- 6.2 Segmentation
- 6.3 Propositions
- 6.4 Organisational Issues
- 6.5 Recommendations
Appendix - Feedback Questions
