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市場調查報告書

使用4G獲得與維持優良客戶

Using 4G to Acquire and Retain High Value Customers

出版商 Mobile Market Development Ltd 商品編碼 305613
出版日期 內容資訊 英文 33 Pages
商品交期: 最快1-2個工作天內
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使用4G獲得與維持優良客戶 Using 4G to Acquire and Retain High Value Customers
出版日期: 2014年06月01日 內容資訊: 英文 33 Pages
簡介

全部的行動通訊業者為了確保在這個競爭激烈的市場中的盈利,需要獲得、維持優良客戶。4G LTE行動寬頻服務的引進及普及,意味著客戶容易廢棄目前契約、轉移到新經營者面臨瓦解時期。以2G,3G服務的廢止與轉移全部客戶到LTE為長期目標,客戶將為了利用新技術而感到獲得新終端的必要性。這個時期是多數客戶接受新報價的時機,現有的經營者將被迫採取行動以防止解約。

本報告提供行動寬頻客戶的愛好和尋找優良客戶方式的驗證、行動寬頻的利用擴大的趨勢和利用模式的變化、目前所提供的服務、行動應用軟體業者的市場機會分析等、優良客戶的獲得、維持的建議彙整。

第1章 概要

第2章 簡介

第3章 客戶的愛好和行動

  • 簡介
  • 優良客戶
  • 客戶的愛好
    • 業者的選擇標準
    • 作為首選供應商對MNO的想法
    • 用戶對VoIP的愛好
    • 對4G、雲端服務的支付意願
  • 資料利用的趨勢
  • 影像的利用擴大
    • 4G的引進

第4章 4G的優點與市場機會

  • 簡介
  • 4G (LTE)與支持服務的優點
  • 附加的4G服務的提供
    • 高價值內容
    • 雲端儲存服務
  • 定價與包裝
  • 要求的網路性能

第5章 目前業者提供服務

  • 簡介
  • 定價和包裝
    • Belgacom
    • Vodafone UK
    • Vodacom SA
    • Ooredoo

第6章 主要調查結果

  • 簡介
  • 應對優良客戶的愛好
  • 流量成長的管理
  • 影像內容的附加價值

第7章 建議

附錄

目錄

All mobile operators need to attract and retain high value customers in order to maintain profitability in a highly competitive market. The introduction and spread of 4G LTE mobile broadband services presents a period of disruption where customers may more easily be tempted to churn to a new operator. Since the long-term aim is to migrate all customers to LTE and phase out 2G and 3G services, all customers will be faced with the need to acquire new handsets to use the new technology. At this point they will be most open to new offers and their existing providers will need to take action to prevent excessive churn.

This report examines the preferences of mobile broadband customers and the means of identifying those that provide the highest value to operators. It looks at the trends in the growth and changing patterns of use of mobile broadband, the implications and opportunities for operators and the manner in which they are currently addressing demand. The report concludes with recommendations for action by mobile operators offering 4G LTE to attract and retain high value customers.

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 Customer Preferences and Behaviour

  • 3.1 Introduction
  • 3.2 High Value Customers
  • 3.3 Customer Preferences
    • 3.3.1 Criteria for Choice of Operator
    • 3.3.2 Attitudes to MNOs as Preferred Providers
    • 3.3.3 User Preference for VoIP
    • 3.3.4 Willingness to Pay for 4G and Cloud Services
  • 3.4 Trends in Data Usage
  • 3.5 Increasing Use of Video
    • 3.5.1 Uptake of 4G

4 4G Benefits & Opportunities

  • 4.1 Introduction
  • 4.2 Benefits of 4G (LTE) and Services Supported
  • 4.3 Additional 4G Services to Offer
    • 4.3.1 High Value Content
    • 4.3.2 Cloud Storage Services
  • 4.4 Pricing & Packages
  • 4.5 Network Performance Required

5 Current Operator Offers

  • 5.1 Introduction
  • 5.2 Pricing & Packages
    • 5.2.1 Belgacom
    • 5.2.2 Vodafone UK
    • 5.2.3 Vodacom SA
    • 5.2.4 Ooredoo

6 Key Findings

  • 6.1 Introduction
  • 6.2 Addressing High Value Customer Preferences
  • 6.3 Managing Traffic Growth
  • 6.4 Adding Value with Video Content

7 Recommendations

Appendix - Feedback Questions

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