匯流與綑綁式服務：促銷活動 是由出版商Mobile Market Development Ltd在2011年11月所出版的。
這份英文市場調查報告書包含54 pages 價格從美金3500起跳。
在匯流以及綑綁式服務一般化當中，客戶逐漸習慣以綑綁式服務購買通訊服務，並在透過供給匯流享受節約額的評價上變得洗鍊。電信業者開始不依賴將短期、或是不具競爭力的成本節約提案，做為獲得新客戶的手段。在該匯流的領域上，新加入者（固定線路、ADSL供應商等）瞄準MNO的客戶，而為了對抗此情況，MNO必須提出可訴求該洗鍊購買者族群的創新提案。
本報告，提出全球各種雙方、三方以及四方促銷活動以及提案，概括這些策略，分析這些提案所造成的影響，並提出對MNO的建議等，由下列摘要形式闡述。
第1章 概要
第2章 簡介：MNO的促銷目標
- 本報告的背景
- 本報告的內容
- 貨幣以及換算率
- 更多問題提出與回饋
第3章 匯流的促銷策略
第4章 供給的匯流
- 簡介
- A1、奧地利
- 家庭網路、電話以及行動
- 家庭網路、電話、行動以及電視
- 家庭網路、行動寬頻
- Deutsche Telecom、德國
- O2、德國
- Mobistar、比利時
- 家庭用電話、寬頻以及電視折扣促銷活動
- 家庭用電話、寬頻、電視以及行動電話折扣促銷活動
- Swisscom、瑞士
- 僅家庭用寬頻與行動電話的綑綁式服務
- 將IP電視加入該套裝軟體的網路匯流
- Belgacom、比利時
- M1、新加坡
- O2、德國
- StarHub、新加坡
- 家庭用寬頻與免費的行動寬頻
- 加入家庭用寬頻的免費平板裝置以及膝上型電腦
- Virgin Media、英國
- O2、英國
- O2、捷克共和國
- 針對行動客戶交叉銷售家庭用寬頻
- 家庭用寬頻與行動寬頻的折扣
- SingTel、新加坡
第5章 裝置的匯流
- 簡介
- 3、奧地利
- 具行動電視與電話功能的平板裝置
- 免費的LG電視與家庭用行動寬頻
- Deutsche Telecom、德國
- Vodafone、德國
- Vodafone、迦納
- Mobistar、比利時
- Vodacom、南非
- MTN、南非
第6章 網路匯流
- 簡介
- Belgacom、比利時
- Vodafone、德國
- 3G家庭用電話以及寬頻：Surf Sofort Paket UMTS
- O2、捷克共和國
- BT、英國、雙方以及三方綑綁式服務
- Telia、瑞典
- 加入Spotify Music以及與行動寬頻的雙方以及三方綑綁式服務
- Orange、法國
第7章 促銷的影響
- A1、奧地利
- 綑綁式服務朝向固定線路客戶基礎的擴大
- 競争市場上的大幅降價
- Mobistar、比利時
- 擴大固定線路基礎的匯流
- Mobistar的資料匯流策略
- Belgacom、比利時
- 與免費電視的綑綁式服務
- 促銷折扣的影響
- 家庭用寬頻以及行動網路：Samsung Galaxy Tab
- M1、新加坡
- Orange、法國
第8章 結論與建議
附錄：回饋問題
Abstract
As convergence and bundling becomes the norm and customers become used to
purchasing their communications services as a bundle, they are becoming
increasingly sophisticated in their assessment of the savings offered through
convergence of supply.
Operators can no longer rely on short-term or uncompetitive cost savings as a
means to acquire new customers.
MNOs have already responded with more sophisticated convergence services
incorporating over the top benefits such as music, movies and sports content
as part of the communications bundle, in the hope that this will encourage
customers to subscribe to their services and remain as loyal customers once
they become habitual users of the over the top services. The success of tablet
devices means operators must now also take into account that their customers
have multiple devices and require a data bundle to satisfy them.
Despite this, the majority of promotions in the convergence arena are still
focused on consolidation arbitrage (i.e. supply convergence) and discounts
that last for a fraction of the total commitment length (e.g. the first three
or six months of a two-year contract). Evidence from our survey of market
impacts is that this approach is decreasingly effective. In a convergent
world, many new players are seeking to address MNOs' customers (fixed line,
ADSL suppliers and others) and therefore MNOs need to respond with innovations
that will appeal to this increasingly sophisticated group of buyers and that
will emphasise the benefits of selecting a mobile network operator as the key
service provider.
This report documents a wide range of dual-, triple- and quadruple-play
promotions and propositions as well as device-led propositions where operators
are now trying to take advantage of the fixed and mobile broadband convergence
brought about by tablet devices. The report examines and analyses the impact
of these propositions and concludes with recommendations for MNOs that wish to
play a lead role in delivery of convergent solutions in the future.
About Mobile Market Development Ltd.
MMD delivers market development support, highlighting and quantifying
opportunities to increase mobile operator company profits.
We demonstrate how best practices in relation to mobile service development,
segmentation, pricing, distribution and promotion deliver direct and cost
effective improvements to KPI's in key operational areas:
- Customer Acquisition (lower cost and more effective channels)
- Customer Development (Inceased spend via trial, cross/upselling, usage
stimulation)
- Customer Retention (Increased Customer life expectancy)
Table of Contents
1. Overview
2. Introduction - MNO Promotional Goals
- 2.1. Background to the Report
- 2.2. Report Content
- 2.3. Currency and Conversions
- 2.4. Further Questions and Feedback
3. Tactics Promoting Convergence
- 3.1. Discounting, Subsides and Value Add
- 3.1.1. Convergence Definitions
4. Supply Convergence
- 4.1. Introduction
- 4.2. A1 Austria
- 4.2.1. Home Internet, Phone and Mobile
- 4.2.2. Home Internet, Phone, Mobile and TV
- 4.2.3. Home Internet and Mobile Broadband
- 4.3. Deutsche Telecom Germany
- 4.3.1. Broadband, Phone & TV Discounting
- 4.4. O2 Germany
- 4.4.1. Alice Broadband with Sky TV
- 4.5. Mobistar Belgium
- 4.5.1. Home Phone, Broadband and TV Discount Promotion
- 4.5.2. Home Phone, Broadband, TV and Mobile Discount Promotion
- 4.6. Swisscom Switzerland
- 4.6.1. Home Broadband Only and Mobile Phone Bundle
- 4.6.2. Network Convergence Adding IPTV to the Package
- 4.7. Belgacom Belgium
- 4.7.1. Bundling Home Broadband & Mobile Internet with Tablets
- 4.8. M1 Singapore
- 4.8.1. Home Broadband and Mobile Broadband with Tablet Devices
- 4.9. O2 Germany
- 4.9.1. Tablet Discount When Purchasing Alice Broadband
- 4.1. StarHub Singapore
- 4.10.1. Home Broadband With Free Mobile Broadband
- 4.10.2. Free Tablet Devices and Laptops with Home Broadband
- 4.11. Virgin Media UK
- 4.11.1. Dual-, Triple- and Quad-Play Initiatives
- 4.11.1.1. Promoting Broadband to Existing TV or Home Phone Customers
- 4.11.1.2. Promoting Home Phone to Existing Broadband and TV customers
- 4.11.1.3. Promoting Mobile Services to Cable Broadband, Phone and/or
TV Customers
- 4.11.1.4. Promoting Mobile Broadband to Cable Customers
- 4.12. O2 UK
- 4.12.1. Cross-Selling Home Broadband & Phone to the Mobile Base
- 4.13. O2 Czech Republic
- 4.13.1. Cross-Selling Home Broadband to Mobile Customers
- 4.13.2. Home Broadband with Discounted Mobile Broadband
- 4.14. SingTel Singapore
- 4.14.1. Triple-Play Offer with Loyalty Incentives
- 4.14.1.1. Loyalty Incentives - Adding More Mobile Lines to the Family
Account
- 4.14.1.2. Free Mobile Broadband Promotion for mio Home Customers
5. Device Convergence
- 5.1. Introduction
- 5.2. 3 Austria
- 5.2.1. Tablet Devices With Mobile TV and Calling Functionality
- 5.2.2. Free LG TV Set with Mobile Broadband at Home
- 5.3. Deutsche Telecom Germany
- 5.3.1. Multi-SIM Initiative Bundling Tablets & Smartphones
- 5.4. Vodafone Germany
- 5.4.1. Tablet Device Offering Internet, Voice, SMS and MMS
- 5.5. Vodafone Ghana
- 5.6. Promoting Voice & Data With a Tablet Device
- 5.7. Mobistar Belgium
- 5.7.1. Data Convergence Offers
- 5.8. Vodacom South Africa
- 5.8.1. Internet At Home via Mobile Broadband using TV Set
- 5.9. MTN South Africa
6. Network Convergence
- 6.1. Introduction
- 6.2. Belgacom Belgium
- 6.2.1. Quad-Play Bundling
- 6.2.1.1. Internet and TV Promotion
- 6.3. Vodafone Germany
- 6.3.1. 3G Home Phone & Broadband - Surf Sofort Paket UMTS
- 6.4. O2 Czech Republic
- 6.5. BT UK - Dual- and Triple-Play Bundles
- 6.6. Telia Sweden
- 6.6.1. Dual- & Triple-Play Bundles With Spotify Music Subscription &
Mobile Broadband
- 6.7. Orange France
- 6.7.1. Broadband, Phone, TV and Mobile
7. Promotional Impact
- 7.1. A1 Austria
- 7.1.1. Bundles Helping to Grow the Fixed Line Customer Base
- 7.1.2. Heavy Discounting in a Competitive Market
- 7.2. Mobistar Belgium
- 7.2.1. Convergence Provides Growth to Fixed Base
- 7.2.1.1. Limited Period Half Price Discounts Perhaps Are Not Enough
- 7.2.2. Mobistar's Data Convergence Strategy
- 7.3. Belgacom Belgium
- 7.3.1. Bundles with Free TV
- 7.3.2. Promotional Discounting Impact
- 7.3.3. Home Broadband and Mobile Internet - Samsung Galaxy Tab
- 7.4. M1 Singapore
- 7.5. Orange France
8. Conclusions & Recommendations
Appendix - Feedback Questions
