Abstract
In December 2006, 3 UK introduced its X-Series Mobile Broadband service
packages. The service combines new broadband streaming applications delivered
by Orb and Slingbox hardware together with customised clients for more
established broadband applications already in use on the fixed network, such
as Skype, e-Bay, Windows Messenger, Podcasts and e-mail, as well as various
Internet browsing and search tools. The package is one of the most significant
initiatives yet seen from an MNO determined to grow new service revenues.
Since the initial launch, 3' s operations in Sweden, Denmark, Italy, Austria,
Australia and Hong Kong have all introduced X-Series packages, tailored to
their own markets. 3 Ireland has recently (August 2007) commenced its own soft
launch of the X-Series.
The current report critiques the X-Series product from a number of
perspectives, examining the product design, user experience,
pricing/packaging, promotion, advertising and distribution of the service. We
discuss the strengths and weaknesses of the X-Series service and highlight the
valuable lessons which 3 and others can learn from the initial X-Series
service launch.
In particular, the current paper:
- Provides a detailed case study assessment of the impact of the earliest
and most advanced X-Series service launch, in the UK.
- Examines and assesses the X-Series product design and user experience,
offering suggestions for improvement based on our end user experiences.
- Considers the potential for revenue stimulation via X-Series service
adoption as well as identifying the potential for losses through revenue
cannibalisation.
- Identifies the flaws in the marketing execution of the X-Series offer
which have blunted its impact to date.
- Identifies inconsistencies in the market development strategy of 3 between
markets and suggests best practices worthy of adoption by 3 UK in order to
improve its own service offer.
- Provides eight recommendations, highlighting the steps MMD believes 3 UK
needs to take in order to capitalise on the full potential of this innovative
service development initiative.
Table of Contents
1. Overview
2. Background
3. X-Series - UK Market Case Study
- 3.1 Product Design
- 3.2 Service Description
- 3.3 User Experience with X-Series Applications
- 3.3.1 eBay (Silver)
- 3.3.2 Mobilcast (Silver)
- 3.3.3 Mobile Mail (Silver)
- 3.3.4 Skype (Silver)
- 3.3.5 Windows Live Messenger (MSN Messenger) (Sliver)
- 3.3.6 Orb (Gold)
- 3.3.7 SlingPlayer (Gold)
- 3.4 Pricing
- 3.4.1 Value Positioning
- 3.4.2 Cannibalisation Risk VS. Market Development Reward
- 3.5 Marketing & Promotion
- 3.6 Distribution
- 3.7 Market Development Assessment
- 3.8 Service Impact Assessment
- 3.8.1 Impact to Date
- 3.8.2 Potential Impact
4. X-Series in Other Markets
- 4.1 Package Differentiation between Markets
- 4.1.1 Individual Service Options
- 4.1.2 Handset Compatibility
- 4.1.3 Contrasting Approaches to Service Delivery
- 4.1.4 Contract Periods
- 4.1.5 Gold Package Differentiation
5. Conclusions
6. Recommendations
Table of Figures:
- Figure 1: 3' sMobile Mail (shown on Sony Ericsson UIQ)
- Figure 2: ' Mobilcast' Application (shown on Sony Ericsson UIQ)
- Figure 3: Skype lshown on Nokia S60)
- Figure 4: ' Window Live Messenger' (shownonSony Ericsson UIQ)
- Figure 5: eBay Mobile (shown on Nokia S60)
- Figure 6: Orb (shown on Nokia S60)
- Figure 7: SlingPlayer Mobile (shown on Nokia S60)
- Figure 8: eBay Mobile: In Action (shown on Nokia S60)
- Figure 9: Mobilcast: In Action (shown on Sony Ericsson UIQ)
- Figure 10: Mobile Mail: Set Up
- Figure 11: Mobile Mail: In Action (shown on Sony Ericsson W950i)
- Figure 12: Skype: In Action (shown on Nokia S60)
- Figure 13: Windows Live Messenger: In Action (shown on Sony Ericsson UIQ)
- Figure 14: Orb: In Action (shown on Nokia S60)
- Figure 15: SlingPlayer Mobile: In Action (shown on Nokia)
- Figure 16: Price Positioning & Cannibalisation Potential
- Figure 17: X-Series Packages Sweden & UK
- Figure 18: 3 Hong Kong X-Series Package Offering
- Figure 19: 3 Australia X-Series Package Offering
- Figure 20: 3 Austria X-Series Package Offering
- Figure 21: 3 Australia Highlights X-Series Compatibility
- Figure 22: The Slingbox
- Figure 23: X-Series Service Package UK
- Figure 24: X-Series Service Package Sweden
- Figure 25: X-Series Service Package Denmark
- Figure 26: X-Series Service Package Austria
- Figure 27: X-Series Service Package Italy
- Figure 28: X-Series Service Package Australia
- Figure 29: X-Series Service Package Hong Kong
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