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市場調查報告書

內容、相關服務的跨售及提高銷售

CROSS-SELLING AND UPSELLING WITH CONTENT & ADJACENT SERVICES

出版商 Mobile Market Development Ltd 商品編碼 366837
出版日期 內容資訊 英文 50 Pages
商品交期: 最快1-2個工作天內
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內容、相關服務的跨售及提高銷售 CROSS-SELLING AND UPSELLING WITH CONTENT & ADJACENT SERVICES
出版日期: 2016年08月16日 內容資訊: 英文 50 Pages
簡介

在連網家庭和行動金融,個人健康/健身應用程式等新服務不斷開發之中,也顯現出不透過MNO (行動通訊業者) 的擴大利用行動通訊的可能性。內容消費的主流從下載方式轉移串流方式,想直接接觸內容的所有者的消費者增加。對成本敏感的消費者,產生提供符合其愛好的特定服務的必要性。另一方面,MNO也活用現有的資產 (網路,客戶的關聯性,合作關係,收費、支援系統) ,有擴大市場佔有率的機會。,如果順利,便可強化數位內容導向型的市場上的自家公司立場,若非如此,「去中介」的收益會減少。

本報告提供全球行動內容市場 (及相關市場) 的跨售 (上級服務的套組銷售) 及提高銷售 (類似服務的追加銷售)的市場機會相關分析,由於目前內容市場的結構和問題點,跨售/提高銷售的今後的市場機會,主要企業的配合措施事項,今後的市場成長的方向性等調查評估。

第1章 概要

第2章 簡介

  • 分析的背景情況
  • 分析內容
  • 匯率
  • 額外的問題與回答

第3章 行動、資料流量的增加

  • 資料流量全體
  • 音樂、影片
  • 電玩遊戲

第4章 客戶方面的成長

  • 已開發國家、開發中國家市場
  • 跨售和提高銷售

第5章 產品與服務的提高銷售

  • 影片及其他內容
    • 資料消費、收費的技術創新 (革新)
    • 當地內容
    • 4G及4G+服務
    • 內容策展
    • 電子書、雜誌
    • 音樂服務
    • TV、影片的新經營模式
  • 終端的保險及技術支援
  • 行動金融
    • 背景情況
    • MNO (行動通訊業者) 從行動金融能得的利益
    • 市場成長的阻礙因素
  • 產物保險服務

第6章 提高銷售、跨售的方法

  • Yonder Music USA
  • Orange France
    • 行動金融
  • Telia Sweden
  • TDC Denmark/YouSee
  • Vodafone and M-Pesa
  • Millicom
  • AT&T USA
  • T-Mobile USA

第7章 主要分析結果

第8章 建議

附錄:問題票

目錄

Operators face new and more dangerous challenges brought about by evolution in data consumption and the market for digital services.

New service areas are being developed, such as the connected home, sophisticated mobile money services and personal health and fitness applications, that have the potential to increase mobile usage but also to disintermediate the MNO. Mainstream content consumption has evolved from downloads to streaming, and users in developed and developing markets are quite happy to deal direct with content owners rather than requiring someone to curate content for them. Skinny bundles with a high degree of personalisation are required when dealing with these sophisticated and increasingly cost-conscious consumers.

MNOs have a unique opportunity to exploit their existing assets (networks, customer relationships, partnerships, billing and support systems) to increase their share of the total spend of these new consumers. If successful, they will have a strong role to play in the new digital content-oriented markets. If they do not carve out their own role, they stand to be bypassed and confined to connectivity provision at marginal profitability.

This report looks at services operators are already using to maintain and increase the value of their existing customers and explores how innovative and flexible product design and relationship management, combined with effective cross-selling and upselling, can help to ensure a more central (and profitable) future.

Companies : Yonder Music, Orange, Telia, TDC, YouSee, Vodafone, Millicom, AT&T, T-Mobile, Deezer, Safaricom, Spotify, Facebook, Twitter, Skype, WhatsApp, Google, Apple, Microsoft, Cisco, YouTube, Twitch, Wikipedia, Econet, SMART Communications, Tele2, HBO, Readly, Storytel, Texture, Sprint, Amazon, Rogers Communications, LINE, Sky, Verizon, Asurion, MTN, Axiata, Tigo, Digicel, Warid, Bima

Countries : World, USA, Canada, Latin America, Europe, France, Sweden, Denmark, Africa, Kenya, Zimbabwe, Uganda, Ghana, Senegal, South East Asia, Philippines, India,

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 Growth in Mobile Data Traffic

  • 3.1 All Data Traffic
  • 3.2 Music & Video
  • 3.3 Video Games

4 Customer Development

  • 4.1 Developed and Developing Markets
  • 4.2 Cross-selling & Upselling

5 Upselling Products and Services

  • 5.1 Video and Other Content
    • 5.1.1 Innovation in Data Consumption and Charging
    • 5.1.2 Local Content
    • 5.1.3 4G and 4G+ Services
    • 5.1.4 Content Curation
    • 5.1.5 E-books and Magazines
    • 5.1.6 Music Services
    • 5.1.7 Evolving Business Models in TV and Video
  • 5.2 Handset Insurance & Technical Support
  • 5.3 Mobile Money
    • 5.3.1 Background
    • 5.3.2 MNO Benefits From Mobile Money
    • 5.3.3 Inhibitors to Growth
  • 5.4 General Insurance Services

6 Upselling & Cross-Selling Approaches

  • 6.1 Yonder Music USA
  • 6.2 Orange France
    • 6.2.1 Mobile Money
  • 6.3 Telia Sweden
  • 6.4 TDC Denmark/YouSee
  • 6.5 Vodafone and M-Pesa
  • 6.6 Millicom
  • 6.7 AT&T USA
  • 6.8 T-Mobile USA

7 Key Findings

8 Recommendations

Appendix - Feedback Questions

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