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市場調查報告書

限制客戶的商業性預測:數字 vs. 金額

NUMBERS VS. VALUE: COMMERCIAL IMPLICATIONS OF MARGINAL CUSTOMERS

出版商 Mobile Market Development Ltd 商品編碼 363178
出版日期 內容資訊 英文 42 Pages
商品交期: 最快1-2個工作天內
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限制客戶的商業性預測:數字 vs. 金額 NUMBERS VS. VALUE: COMMERCIAL IMPLICATIONS OF MARGINAL CUSTOMERS
出版日期: 2016年07月13日 內容資訊: 英文 42 Pages
簡介

本報告以MNO (行動網路業者)擴大限制基本客群為焦點,印尼及法國市場為對象,提供市場發展趨勢,主要MNO的定位,及附加服務等相關分析。

第1章 概要

第2章 簡介

第3章 MNO的效能:印尼及法國

  • 簡介
  • 財務、市場效能:印尼
  • 財務、市場效能:法國
  • 限制客戶的影響
    • 限制基本客群的規模
    • 影響分析
    • 方案1:平均支出
    • 方案2:限制客戶的低支出

第4章 新興市場:印尼

  • 簡介、選擇
  • 印尼市場發展
    • 用戶成長
  • 重新定位:XL Axiata
    • 策略、價格
    • XL Axiata的重新定位的結果
  • 附加服務:Indosat Ooredoo
    • Indosat Ooredoo的方法

第5章 已發展的市場:法國

  • 簡介、選擇
  • 法國市場發展
    • 普及率、通話的上升
    • 資料數量的成長
  • 價格、定位:Free
    • 關稅政策
    • 使之改善EBITA的策略
  • 定位、價格:SFR
    • 高階市場策略
    • 客戶體驗
    • 匯流、四合一服務的影響

第6章 MNO的選擇、實行

  • 簡介
  • 停留在低成本MNO
  • 市場上重新定位
  • 附加服務、收益
    • 附加服務的選擇
    • 附加服務的財務性影響
    • 附加服務的介紹

第7章 結論

第8章 建議

附錄:問題的回饋

目錄

Many MNOs, especially late entrants to markets, use low prices to acquire customers from competitors and gain market share. In the process they often acquire a significant number of customers that generate little revenue.

This approach can result in reduced profitability for both the new entrant and existing players as the latter respond to competitive pressure by cutting their own prices.

Operators need to understand fully the commercial implications of acquiring and retaining large numbers of customers delivering marginal profitability.

To ensure their ongoing commercial viability MNOs need to find means of increasing the profitability of their customer base. Options include reducing the proportion of marginal customers and increasing the revenues they generate.

This report is essential reading for any MNO facing falling market prices and a growing marginal customer base, and is of particular interest to marketing staff such as the CMO and pricing and product management.

Companies : Bouygues, Orange, SFR, Free, Telkomsel, XL Axiata, Indosat Ooredoo, Tri (Hutchison), Spotify, Netflix, MTN, Vodafone, AT&T

Countries : France, Indonesia, Kenya, Nigeria, Pakistan, South Africa

Keywords : competition, quad play, repositioning upmarket, marginal customers, ARPU, EBITDA, data allowances, convergence, postpay, pricing strategy, social media, customer experience, prepay, video, value share, tariffs, IoT, Market share,

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 MNO Performance: Indonesia & France

  • 3.1 Introduction
  • 3.2 Financial & Market Performance: Indonesia
  • 3.3 Financial & Market Performance: France
  • 3.4 Impact of Marginal Customers
    • 3.4.1 Size of Marginal Customer Base
    • 3.4.2 Analysis of Impact
    • 3.4.3 Scenario 1: Average Spend
    • 3.4.4 Scenario 2: Low Spending Marginal Customers

4 Emerging Market - Indonesia

  • 4.1 Introduction & Options
  • 4.2 Indonesian Market Development
    • 4.2.1 Subscriber growth
  • 4.3 Repositioning: XL Axiata
    • 4.3.1 Strategy and Pricing
    • 4.3.2 Results of XL Axiata Repositioning
    • 4.4 Additional Services: Indosat Ooredoo
    • 4.4.1 Indosat Approach

5 Developed Market - France

  • 5.1 Introduction & Options
  • 5.2 French Market Development
    • 5.2.1 Penetration and Call Growth
    • 5.2.2 Growth in Data Usage
    • 5.2.3 ARPU and Revenue Trends
    • 5.3 Pricing and Positioning: Free
    • 5.3.1 Tariff Policy
    • 5.3.2 Strategy to Improve EBITDA
    • 5.4 Positioning & Pricing: SFR
    • 5.4.1 High End Market Strategy
    • 5.4.2 Customer Experience
    • 5.5 Impact of Convergence & Quad-play

6 MNO Options & Implementation

  • 6.1 Introduction
  • 6.2 Remaining as Low Cost MNO
  • 6.3 Repositioning in Market
  • 6.4 Additional Services & Revenues
    • 6.4.1 Additional Service Options
    • 6.4.2 Financial Impact of Additional Services
    • 6.4.3 Introducing Additional Services

7 Conclusions

  • 7.1 Summary of Findings
  • 7.2 Marginal Customer Base Size
  • 7.3 Responsibility for Actions

8 Recommendations

Appendix - Feedback Questions

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