Cover Image
市場調查報告書

多合一服務服務:商品搭售的成長與超過傳統四合一的各種策略

Multiplay Services: Bundling Growth and Strategies Beyond Traditional Quadruple-Play

出版商 Pyramid Research, Inc. 商品編碼 346530
出版日期 內容資訊 英文 92 Pages
訂單完成後即時交付
價格
Back to Top
多合一服務服務:商品搭售的成長與超過傳統四合一的各種策略 Multiplay Services: Bundling Growth and Strategies Beyond Traditional Quadruple-Play
出版日期: 2015年12月11日 內容資訊: 英文 92 Pages
簡介

2015年,全球多合一服務服務的家庭數到達了5億8370戶。從2015年到2020年預計以5.3%的年複合成長率發展,預計到2020年終達到7億5710萬戶。

本報告提供全球多合一服務服務的市場相關調查、服務概要與發展的過程、全球使用概況 、多合一服務的主要經營模式和商品搭售策略、總市場及各地區/主要國家的多合一服務家庭數及業務收益的變化與預測、主要經營者的案例研究等彙整資料。

摘要整理

第1章 簡介

  • 市場概要
  • 全球多合一服務市場規模
  • 多合一服務:平均月額每戶支出
  • 商品搭售策略的業者的地位

第2章 南北美洲

  • 南北美洲地區的多合一服務
  • 費用策略
  • 多合一服務提供服務
  • 案例研究:ATandT (美國)
  • 案例研究:Bell (加拿大)
  • 案例研究:Net (巴西)

第3章 歐洲

  • 歐洲的多合一服務
  • 費用策略
  • 多合一服務提供服務
  • 案例研究:Vodafone-ONO (西班牙)
  • 案例研究:Deutsche Telekom (德國)
  • 案例研究:MTS (俄羅斯)

第4章 非洲、中東

  • 非洲、中東地區的多合一服務
  • 費用策略
  • 多合一服務提供服務
  • 案例研究:Telkom (南非)
  • 案例研究:STC (沙烏地阿拉伯)
  • 案例研究:Etisalat (UAE)

第5章 亞太地區

  • 亞太地區多合一服務
  • 費用策略
  • 多合一服務提供服務
  • 案例研究:KT (韓國)
  • 案例研究:KDDI (日本)
  • 案例研究:China Telecom (中國)

附錄

圖表

目錄
Product Code: TC0038IR

Summary

Globally, operators are striving to develop new revenue streams, increase margins and ARPS, retain existing customers and reduce churn. Multiplay bundle services, especially quadruple-play combining traditional telecom services such as fixed voice, fixed broadband, pay-TV and mobile services, is one of the key strategies being adopted by operators in order to reach those goals. Countries in emerging regions are still highly focused on attracting customers to multiplay bundles through aggressive pricing discounts. On the other hand, countries in developed regions such as North America, Western Europe and developed APAC, are focusing on developing value-added services that can integrate with their multiplay offers aiming to provide unique experiences to customers. Value-added services include traditional OTT-video functionalities such as multiscreen, catch-up TV, video-on-demand (VoD), and emerging services such as smart living and connected-home solutions.

Key Findings

Globally, multiplay services reached 583.7m households in 2015, with Asia Pacific representing 44.8% of the total. With a 2015-2020 CAGR of 5.3%, multiplay services will increase to 757.1m households by year-end 2020.

The monthly average household spend significantly increased through the adoption of multiplay services, which results in increased ARPS to operators. The average monthly household spend increases by 85.3% from a double-play to a quad-play bundle.

The migration and roll-out of FTTH/B is well underway in Latin America and emerging APAC, which will facilitate operators in the development of bundled offers built around their broadband proposition.

Selected operators, mainly from developed markets, have already perceived that they need to integrate value-added services within their multiplay offers in order to enhance the customer experience and increase loyalty.

Synopsis

"Multiplay Services: Bundling Growth and Strategies Beyond Traditional Quadruple-Play", a Thematic Report by Pyramid Research, provides an executive-level overview of the global multiplay services market today, with forecasts of key indicators up to 2020. It delivers deep quantitative and qualitative insight into the multiplay services market, analyzing key trends on fixed-mobile convergence and quadruple-play services, assessing business models and pricing strategies, evaluating market players, based on proprietary data from Pyramid Research's databases.

It provides in-depth analysis of the following:

  • Global multiplay services market context; a comparative review on the groundwork of telecom services in order to leverage multiplay services within different regions.
  • Multiplay business model and bundling strategy; an analysis of the key business models that operators implemented in order to leverage fixed-mobile convergence, triple and quadruple-play services.
  • Market size; a look at the total market size of the global multiplay services markets segmented among regions and with forecast up to 2020.
  • Case studies; this section details the key findings regarding competitive analysis, product offering, pricing strategy, and strategic actions that operators are developing to enhance customer experience of multiplay service users.

Reasons To Buy

This Thematic Report helps executives build proactive, profitable growth strategies by offering comprehensive, relevant analysis of the multiplay services market in Americas, Europe, Africa and Middle East and Asia Pacific based on insights directly from local market players

The report is designed for an executive-level audience, boasting presentation quality that allows it to be turned into presentable material immediately.

The broad but detailed perspective will help operators, equipment vendors and other telecom industry players to succeed in the challenging ICT services market.

The competitive landscape and the major players are given extra attention, enabling local players or prospective market entrants to gain the insight they need.

The report brings several case studies that showcase the business model that operators are implementing regarding multiplay services, triple and quadruple-play bundles and fixed-mobile convergence services.

Table of Contents

Table of contents

Table of exhibits

Executive summary

Section 1: Introduction

  • Market context
  • Multiplay market size worldwide
  • Multiplay average monthly household spend
  • Operator positioning within the bundling strategy

Section 2: Americas

  • Multiplay in Americas
  • Multiplay pricing strategy
  • Multiplay offer
  • Case study: ATandT in the US
  • Case study: Bell in Canada
  • Case study: Net in Brazil

Section 3: Europe

  • Multiplay in Europe
  • Multiplay pricing strategy
  • Multiplay offer
  • Case study: Vodafone-ONO in Spain
  • Case study: Deutsche Telekom in Germany
  • Case study: MTS in Russia

Section 4: Africa and Middle East

  • Multiplay in Africa and Middle East
  • Multiplay pricing strategy
  • Multiplay offer
  • Case study: Telkom in South Africa
  • Case study: STC in Saudi Arabia
  • Case study: Etisalat in the United Arab Emirates (UAE)

Section 5: Asia Pacific

  • Multiplay in Asia Pacific
  • Multiplay pricing strategy
  • Multiplay offer
  • Case study: KT in South Korea
  • Case study: KDDI in Japan
  • Case study: China Telecom in China

Appendix

  • Acronyms and definitions
  • Companies mentioned Sources and related research
  • About Pyramid Research

List of Tables

  • EXHIBIT 1: Fixed broadband/pay-TV/3g+ penetration matrix, selected regions, 2015
  • EXHIBIT 2: FTTH/B accounts and CAGR by region, 2015 vs. 2020
  • EXHIBIT 3: Selected deals between fixed and mobile operators, 2013 - 2015
  • EXHIBIT 4: Selected multiplay business models, 2015
  • EXHIBIT 5: Multiplay households by type of bundle, global, 2015
  • EXHIBIT 6: Multiplay households and CAGR, selected regions, 2015 vs. 2020
  • EXHIBIT 7: Total multiplay services revenue, global, 2014-2020
  • EXHIBIT 8: Multiplay average monthly household spend, selected regions, 2015
  • EXHIBIT 9: FMC business model approach based on mobile churn risk and mobile up-sell opportunity, 2015
  • EXHIBIT 10: Bundling business model, 2015
  • EXHIBIT 11: The new multiplay model, 2015
  • EXHIBIT 12: Convergence road map, 2015
  • EXHIBIT 13: Multiplay households by type of bundle, Americas, 2015
  • EXHIBIT 14: Multiplay households and CAGR, selected countries, Americas, 2015 vs. 2020
  • EXHIBIT 15: Total multiplay services revenue, Americas, 2014-2020
  • EXHIBIT 16: Unbundled vs. basic bundled pricing strategy, selected operators, Americas, October 2015
  • EXHIBIT 17: Multiplay portfolio, selected operators, Americas, 2015
  • EXHIBIT 18: Evolution of quad-play household subscription market share, US, 2014-2020
  • EXHIBIT 19: Key facts regarding ATandT offer, US, 2015
  • EXHIBIT 20: ATandT pricing and promotion bundling model, US, October 2015
  • EXHIBIT 21: ATandT multiplay user experience strategy, 2015
  • EXHIBIT 22: Evolution of quad-play household subscription market share, Canada, 2014-2020
  • EXHIBIT 23: Key facts regarding Bell offer, Canada, 2015
  • EXHIBIT 24: Bell pricing and promotion bundling model, Canada, October 2015
  • EXHIBIT 25: Bell multiplay user experience strategy, 2015
  • EXHIBIT 26: Evolution of quad-play household subscription market share, Brazil, 2014-2020
  • EXHIBIT 27: Key facts regarding Net offer, Brazil, 2015
  • EXHIBIT 28: Net pricing and promotion bundling model, Brazil, October 2015
  • EXHIBIT 29: Net multiplay user experience strategy, 2015
  • EXHIBIT 30: Multiplay households by type of bundle, Europe, 2015
  • EXHIBIT 31: Multiplay households and CAGR, selected countries, Europe, 2015 vs. 2020
  • EXHIBIT 32: Total multiplay services revenue, Europe, 2014-2020
  • EXHIBIT 33: Unbundled vs. basic bundled pricing strategy, selected operators, Europe, October 2015
  • EXHIBIT 34: Multiplay portfolio, selected operators, Europe, 2015
  • EXHIBIT 35: Evolution of quad-play household subscription market share, Spain, 2014-2020
  • EXHIBIT 36: Key facts regarding Vodafone multiplay offer, Spain, 2015
  • EXHIBIT 37: Vodafone pricing and promotion bundling model, Spain, October 2015
  • EXHIBIT 38: Vodafone multiplay user experience strategy, 2015
  • EXHIBIT 39: Evolution of quad-play household subscription market share, Germany, 2014-2020
  • EXHIBIT 40: Key facts regarding Deutsche Telekom multiplay offer, Germany, 2015
  • EXHIBIT 41: Deutsche Telekom pricing and promotion bundling model, Germany, October 2015
  • EXHIBIT 42: Deutsche Telekom multiplay user experience strategy, 2015
  • EXHIBIT 43: Evolution of quad-play household subscription market share, Russia, 2014-2020
  • EXHIBIT 44: Key facts regarding MTS multiplay offer, Russia, 2015
  • EXHIBIT 45: MTS pricing and promotion bundling model, Russia, October 2015
  • EXHIBIT 46: MTS multiplay user experience strategy, 2015
  • EXHIBIT 47: Multiplay households by type of bundle, AME, 2015
  • EXHIBIT 48: Multiplay households and CAGR, South Africa, 2015 vs. 2020
  • EXHIBIT 49: Total multiplay services revenue, AME, 2014-2020
  • EXHIBIT 50: Unbundled vs. basic bundled pricing strategy, selected operators, AME, October 2015
  • EXHIBIT 51: Multiplay portfolio, selected operators, AME, 2015
  • EXHIBIT 52: Evolution of triple-play household subscription market share, South Africa 2014-2020
  • EXHIBIT 53: Key facts regarding Telkom multiplay offer, South Africa , 2015
  • EXHIBIT 54: Telkom pricing and promotion bundling model, South Africa, October 2015
  • EXHIBIT 55: Telkom multiplay customer strategy, 2015
  • EXHIBIT 56: Key facts regarding STC multiplay offer, Saudi Arabia, 2015
  • EXHIBIT 57: STC pricing and promotion bundling model, Saudi Arabia, October 2015
  • EXHIBIT 58: STC multiplay user experience strategy, 2015
  • EXHIBIT 59: Key facts regarding Etisalat multiplay offer, UAE, 2015
  • EXHIBIT 60: Etisalat pricing and promotion bundling model, UAE, October 2015
  • EXHIBIT 61: Etisalat multiplay user experience strategy, 2015
  • EXHIBIT 62: Multiplay households by type of bundle, APAC, 2015
  • EXHIBIT 63: Multiplay households and CAGR, selected countries, APAC, 2015 vs. 2020
  • EXHIBIT 64: Total multiplay services revenue, APAC, 2014-2020
  • EXHIBIT 65: Unbundled vs. Basic bundled pricing strategy, selected operators, APAC, October 2015
  • EXHIBIT 66: Multiplay portfolio, selected operators, APAC, 2015
  • EXHIBIT 67: Evolution of quad-play household subscription market share, South Korea, 2014-2020
  • EXHIBIT 68: Key facts regarding KT multiplay offer, South Korea, 2015
  • EXHIBIT 69: KT pricing and promotion bundling model, South Korea, October 2015
  • EXHIBIT 70: KT Multiplay user experience strategy, 2015
  • EXHIBIT 71: Evolution of quad-play household subscription market share, Japan, 2014-2020
  • EXHIBIT 72: Key facts regarding KDDI multiplay offer, Japan, 2015
  • EXHIBIT 73: KDDI pricing and promotion bundling model, Japan, October 2015
  • EXHIBIT 74: KDDI multiplay user experience strategy, 2015
  • EXHIBIT 75: Evolution of quad-play household subscription market share, China, 2014-2020
  • EXHIBIT 76: Key facts regarding China telecom multiplay offer, China, 2015
  • EXHIBIT 77: China Telecom pricing and promotion bundling model, China, October 2015
  • EXHIBIT 78: China Telecom multiplay user experience strategy, 2015

List of Figures

  • EXHIBIT 1: Fixed broadband/pay-TV/3g+ penetration matrix, selected regions, 2015
  • EXHIBIT 2: FTTH/B accounts and CAGR by region, 2015 vs. 2020
  • EXHIBIT 3: Selected deals between fixed and mobile operators, 2013 - 2015
  • EXHIBIT 4: Selected multiplay business models, 2015
  • EXHIBIT 5: Multiplay households by type of bundle, global, 2015
  • EXHIBIT 6: Multiplay households and CAGR, selected regions, 2015 vs. 2020
  • EXHIBIT 7: Total multiplay services revenue, global, 2014-2020
  • EXHIBIT 8: Multiplay average monthly household spend, selected regions, 2015
  • EXHIBIT 9: FMC business model approach based on mobile churn risk and mobile up-sell opportunity, 2015
  • EXHIBIT 10: Bundling business model, 2015
  • EXHIBIT 11: The new multiplay model, 2015
  • EXHIBIT 12: Convergence road map, 2015
  • EXHIBIT 13: Multiplay households by type of bundle, Americas, 2015
  • EXHIBIT 14: Multiplay households and CAGR, selected countries, Americas, 2015 vs. 2020
  • EXHIBIT 15: Total multiplay services revenue, Americas, 2014-2020
  • EXHIBIT 16: Unbundled vs. basic bundled pricing strategy, selected operators, Americas, October 2015
  • EXHIBIT 17: Multiplay portfolio, selected operators, Americas, 2015
  • EXHIBIT 18: Evolution of quad-play household subscription market share, US, 2014-2020
  • EXHIBIT 19: Key facts regarding ATandT offer, US, 2015
  • EXHIBIT 20: ATandT pricing and promotion bundling model, US, October 2015
  • EXHIBIT 21: ATandT multiplay user experience strategy, 2015
  • EXHIBIT 22: Evolution of quad-play household subscription market share, Canada, 2014-2020
  • EXHIBIT 23: Key facts regarding Bell offer, Canada, 2015
  • EXHIBIT 24: Bell pricing and promotion bundling model, Canada, October 2015
  • EXHIBIT 25: Bell multiplay user experience strategy, 2015
  • EXHIBIT 26: Evolution of quad-play household subscription market share, Brazil, 2014-2020
  • EXHIBIT 27: Key facts regarding Net offer, Brazil, 2015
  • EXHIBIT 28: Net pricing and promotion bundling model, Brazil, October 2015
  • EXHIBIT 29: Net multiplay user experience strategy, 2015
  • EXHIBIT 30: Multiplay households by type of bundle, Europe, 2015
  • EXHIBIT 31: Multiplay households and CAGR, selected countries, Europe, 2015 vs. 2020
  • EXHIBIT 32: Total multiplay services revenue, Europe, 2014-2020
  • EXHIBIT 33: Unbundled vs. basic bundled pricing strategy, selected operators, Europe, October 2015
  • EXHIBIT 34: Multiplay portfolio, selected operators, Europe, 2015
  • EXHIBIT 35: Evolution of quad-play household subscription market share, Spain, 2014-2020
  • EXHIBIT 36: Key facts regarding Vodafone multiplay offer, Spain, 2015
  • EXHIBIT 37: Vodafone pricing and promotion bundling model, Spain, October 2015
  • EXHIBIT 38: Vodafone multiplay user experience strategy, 2015
  • EXHIBIT 39: Evolution of quad-play household subscription market share, Germany, 2014-2020
  • EXHIBIT 40: Key facts regarding Deutsche Telekom multiplay offer, Germany, 2015
  • EXHIBIT 41: Deutsche Telekom pricing and promotion bundling model, Germany, October 2015
  • EXHIBIT 42: Deutsche Telekom multiplay user experience strategy, 2015
  • EXHIBIT 43: Evolution of quad-play household subscription market share, Russia, 2014-2020
  • EXHIBIT 44: Key facts regarding MTS multiplay offer, Russia, 2015
  • EXHIBIT 45: MTS pricing and promotion bundling model, Russia, October 2015
  • EXHIBIT 46: MTS multiplay user experience strategy, 2015
  • EXHIBIT 47: Multiplay households by type of bundle, AME, 2015
  • EXHIBIT 48: Multiplay households and CAGR, South Africa, 2015 vs. 2020
  • EXHIBIT 49: Total multiplay services revenue, AME, 2014-2020
  • EXHIBIT 50: Unbundled vs. basic bundled pricing strategy, selected operators, AME, October 2015
  • EXHIBIT 51: Multiplay portfolio, selected operators, AME, 2015
  • EXHIBIT 52: Evolution of triple-play household subscription market share, South Africa 2014-2020
  • EXHIBIT 53: Key facts regarding Telkom multiplay offer, South Africa , 2015
  • EXHIBIT 54: Telkom pricing and promotion bundling model, South Africa, October 2015
  • EXHIBIT 55: Telkom multiplay customer strategy, 2015
  • EXHIBIT 56: Key facts regarding STC multiplay offer, Saudi Arabia, 2015
  • EXHIBIT 57: STC pricing and promotion bundling model, Saudi Arabia, October 2015
  • EXHIBIT 58: STC multiplay user experience strategy, 2015
  • EXHIBIT 59: Key facts regarding Etisalat multiplay offer, UAE, 2015
  • EXHIBIT 60: Etisalat pricing and promotion bundling model, UAE, October 2015
  • EXHIBIT 61: Etisalat multiplay user experience strategy, 2015
  • EXHIBIT 62: Multiplay households by type of bundle, APAC, 2015
  • EXHIBIT 63: Multiplay households and CAGR, selected countries, APAC, 2015 vs. 2020
  • EXHIBIT 64: Total multiplay services revenue, APAC, 2014-2020
  • EXHIBIT 65: Unbundled vs. Basic bundled pricing strategy, selected operators, APAC, October 2015
  • EXHIBIT 66: Multiplay portfolio, selected operators, APAC, 2015
  • EXHIBIT 67: Evolution of quad-play household subscription market share, South Korea, 2014-2020
  • EXHIBIT 68: Key facts regarding KT multiplay offer, South Korea, 2015
  • EXHIBIT 69: KT pricing and promotion bundling model, South Korea, October 2015
  • EXHIBIT 70: KT Multiplay user experience strategy, 2015
  • EXHIBIT 71: Evolution of quad-play household subscription market share, Japan, 2014-2020
  • EXHIBIT 72: Key facts regarding KDDI multiplay offer, Japan, 2015
  • EXHIBIT 73: KDDI pricing and promotion bundling model, Japan, October 2015
  • EXHIBIT 74: KDDI multiplay user experience strategy, 2015
  • EXHIBIT 75: Evolution of quad-play household subscription market share, China, 2014-2020
  • EXHIBIT 76: Key facts regarding China telecom multiplay offer, China, 2015
  • EXHIBIT 77: China Telecom pricing and promotion bundling model, China, October 2015
  • EXHIBIT 78: China Telecom multiplay user experience strategy, 2015
Back to Top