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市場調查報告書

SIM限定計畫的地位 & 影響

SIM-only Propositions Positioning & Impact

出版商 Mobile Market Development Ltd 商品編碼 327523
出版日期 內容資訊 英文 35 Pages
商品交期: 最快1-2個工作天內
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SIM限定計畫的地位 & 影響 SIM-only Propositions Positioning & Impact
出版日期: 2015年03月31日 內容資訊: 英文 35 Pages
簡介

近幾年,SIM限定計畫的銷售額劇增。設計得好的SIM限定計畫,有助於業者用便宜的終端補助金、低的銷售額手續費,達成降低成本。可是缺乏契約義務,結果伴隨高客戶流失率,客戶在相對短的期間離開。

本報告提供現在跨歐洲的主要3個市場,歐洲的主要MNO、MVNO市售的SIM限定計畫的相關調查,費用設計的檢討,產品差異化、定位,入門級的後付會費,集中型多合一服務提案及資料onlySIM相關分析彙整,SIM限定政策的最佳化作為目標的MNO的建議等,以及送交。

第1章 概要

第2章 簡介

第3章 SIM限定政策的重要性

  • 提供SIM限定計劃的業者的理由
  • SIM限定銷售的推動市場的要素
  • 終端採購的變化、流通管道的合理化

第4章 費率方案的設計 & 定位

  • 計劃設計
    • 月額割
    • 契約期間
  • 定位 & 鎖定
    • SIM限定的入門級計劃
    • 多合一服務語境的SIM限定
    • 資料SIM
  • SIM限定計畫的基準

第5章 SIM限定服務的影響

  • 客戶混合
  • 財務KPI

第6章 主要調查結果

第7章 建議

附錄:對問題的回饋

目錄

In recent years there has been a surge in sales of SIM-only propositions. Well-designed SIM-only propositions can help operators achieve cost reductions as a result of lower handset subsidies and lower sales commissions. However, lack of contract commitment means the customer can leave at relatively short notice, with higher churn a consequence. Additionally, lack of control of the devices connected can potentially lead to revenue loss, as customers equipped with old handsets may not be able to make the most of new digital services. In this report we look at the SIM-only propositions currently marketed by leading European MNOs and MVNOs across three key European markets. The analysis includes a review of tariff design, product differentiation and positioning, in the context of entry-level postpay subscriptions, converged multi-play propositions and data-only SIMs. The report concludes with a set of recommendations for MNOs aimed at optimising SIM-only policies, with the ultimate objective of offering customers plenty of choice whilst maintaining a healthy position in terms of both customer mix and key performance indicators.

In this report we look at the SIM-only propositions currently marketed by leading European MNOs and MVNOs across three key European markets. The analysis includes a review of tariff design, product differentiation and positioning, in the context of entry-level postpay subscriptions, converged multi-play propositions and data-only SIMs.

The report concludes with a set of recommendations for MNOs aimed at optimising SIM-only policies, with the ultimate objective of offering customers plenty of choice whilst maintaining a healthy position in terms of both customer mix and key performance indicators.

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. Significance of SIM-only Policies

  • 3.1. Reasons for Operators to Offer SIM-only Plans
  • 3.2. Market Drivers for SIM-only Sales
  • 3.3. Changes in Handset Sourcing and Streamlining of Channel

4. Tariff Plan Design & Positioning

  • 4.1. Plan Design
    • 4.1.1. Discounted Monthly Fee
    • 4.1.2. Contractual Terms
  • 4.2. Positioning & Targeting
    • 4.2.1. SIM-only Entry-Level Plans
    • 4.2.2. SIM-only in the Multi-play Context
    • 4.2.3. Data-only SIMs
  • 4.3. SIM-only Propositions Benchmarks

5. Impact of SIM-only Propositions

  • 5.1. Customer Mix
  • 5.2. Financial KPIs

6. Key Findings

7. Recommendations

Appendix - Feedback Questions

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