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市場調查報告書

四合一服務:提高客戶的終生價值的方法

Quad-play: How to Grow Customer Lifetime Value

出版商 Mobile Market Development Ltd 商品編碼 311235
出版日期 內容資訊 英文 34 Pages
商品交期: 最快1-2個工作天內
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四合一服務:提高客戶的終生價值的方法 Quad-play: How to Grow Customer Lifetime Value
出版日期: 2014年08月27日 內容資訊: 英文 34 Pages
簡介

通訊和娛樂命題的匯流,全球也有上升趨勢。

本報告提供四合一服務調查分析、匯流的重要性、提高終生價值的方法、給經營者的建議等相關的系統性資訊。

第1章 概要

第2章 簡介

第3章 四合一服務的匯流的重要性

  • 所謂四合一服務的匯流
  • 四合一服務的服務結構要素趨勢
  • 命題的匯流相關成長率
  • 四合一服務的推動因素和三合一的匯流
  • 四合一服務的服務吸收的重要成功要素
  • 愛爾蘭的匯流的未來 - 案例研究

第4章 提高終生價值的方法

  • 簡介
  • 重視真正的四合一服務的匯流
  • 價格設定策略選擇
  • 中小企業導向命題
  • 行動家庭費用表與整合
  • 家用語音服務(經由無線)
  • 巨量資料和四合一服務
  • 搭配出售銷售和高額的商品銷售

第5章 結論與建議

  • 結論
  • 建議

附錄

目錄

Converged telecommunications and entertainment propositions are on the rise across the world. These bundles typically offer the customer a discount over the purchase of individual services - therefore operators must maximise the value extracted from the customer.

What are the options that operators should consider if they are to prevent value erosion through multi-play discounts?

  • Many quad-play propositions are quad-play in name only: the mobile component is purchased and billed separately, customer care for the TV business is standalone, and so on. Achieving true convergence will reduce costs and improve customer satisfaction - this report provides advice on how to check current status and move towards true convergence.
  • Pricing strategies are key and are discussed.
  • Correct targeting will also make a huge difference. Should operators target small businesses with consumer quad-play propositions? What about family and household propositions?
  • In some markets, copper (or fibre) local loops are missing and uneconomic to deploy. This report examines how innovative operators in the developing world have found ways to plug that gap.
  • Big data is a popular term - but how is it relevant for analysing quad-play customers and products, and for targeting customers with cross-sell products?

The purpose of this report is to inspire the reader to action by providing a set of conclusions and recommended actions for current or aspiring quad-play operators.

Table of Contents

1 Overview

2 Introduction

  • 2.1 Background
  • 2.2 Report Content
  • 2.3 Currency and Conversions
  • 2.4 Further Questions and Feedback

3 Quad-play Convergence Importance

  • 3.1 What is Quad-play Convergence?
    • 3.1.1 Convergence Definitions
    • 3.1.2 Triple-play and Quad-play Convergence
  • 3.2 Trends in Quad-play Service Components
    • 3.2.1 The Decline of Home Voice Services
    • 3.2.2 Consumer Mobile Reaches Saturation in Many Countries
    • 3.2.3 TV Spend Growth Despite Alternative Media Challenge
    • 3.2.4 Broadband Continues to Grow
  • 3.3 The Growth of Converged Propositions
  • 3.4 Drivers of Quad-play and Triple-play Convergence
    • 3.4.1 Reducing Churn
    • 3.4.2 Revenue Growth/Diversification
    • 3.4.3 Strategic Imperatives
  • 3.5 Key Success Factors for Quad-play Services Uptake
  • 3.6 Routes to Convergence in Ireland - a Case Study

4 Methods for Increasing Lifetime Value

  • 4.1 Introduction
  • 4.2 Focus on Achieving True Quad-play Convergence
    • 4.2.1 Brand Identity
    • 4.2.2 A Single Joining Process
    • 4.2.3 Converged Customer Care
    • 4.2.4 Converged Billing
  • 4.3 Pricing Strategy Options
    • 4.3.1 Acquisition Tariff Promotions
  • 4.4 Targeting Propositions at Small Businesses
  • 4.5 Integrating with Mobile Family Tariffs
  • 4.6 Home Voice Service via Wireless
  • 4.7 Big Data and Quad-play
  • 4.8 Cross-sell and Up-sell

5 Conclusions and Recommendations

  • 5.1 Creating a Truly Converged Proposition
  • 5.2 Search for the Opportunities in Pricing
  • 5.3 Review the Small Business Opportunity
  • 5.4 Focus on the Family
  • 5.5 Exploit Wireless for Landlines
  • 5.6 Exploit Big Data Insights
  • 5.7 Exploit Cross-sell Opportunities
  • 5.8 Focus on the Weakest Link
  • 5.9 Do Not Miss the Boat

Appendix 1 - Convergence Audit Checklist

Appendix 2 - Feedback Questions

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