消費者多重服務供應策略

消費者多重服務供應策略 是由出版商Business Insights在2011年09月所出版的。 這份英文市場調查報告書包含Pages: 120 價格從美金2875起跳。

簡介

通訊服務市場中，無論哪個供應商提供之不同服務，消費者皆不容易有所區分，因此，通訊業者必須尋找要將不同市場中自家品牌與他牌進行差別區隔之方式。

本報告為，將消費者多重通訊服務加以區別，並探討分析包括整合、個人化、專業化、行動性、簡便等成功所需5大主題，匯整其架構、功能組成、服務差異性帶來之商業機會、實現功能所需主要技術、採用及發展議題、市場舉例、阻礙市場要素等，以下列摘要形式闡述。

第1章 實施概要

• 序
• 服務整合(收斂)
• 個人化
• 專業化
• 行動性
• 簡便
• 市場舉例
• 商業機會： 服務區別
• 開拓多重服務市場之阻礙因素
• 實現多重服務之主要技術

第2章 關於作者

第3章 現況

• 概要
• 目前通訊業者挑戰： 區別化
• 過去至未來
• 調查範圍

第4章 服務整合(收斂)

• 概要
• 序： IP雖期望可達「什麼皆可，無所不在，但僅靠IP並無法實現
• 市場情形： 「什麼皆可，無所不在」之連接與事實相差甚遠
  • 全球固定寬頻用戶
  • 全形行動寬頻用戶
  • 展望前通訊業者掙扎之投資
• 商業挑戰及要件： 確立商業模式
• 系統架構挑戰及要件
  • 因應供應網路及用戶設備內容
  • 最佳化及統一化用戶經驗

第5章 個人化

• 概要
• 序： 新的「客戶第一」世界
• 市場情形
• 商業挑戰及要件： 全球爆炸性成長之內容及容易改變之消費者行為
• 系統架構挑戰及要件： 適當個人化

第6章 專業化

• 概要
• 序：一個尺寸無法因應所有人
• 市場情形
• 商業挑戰及要件
• 系統架構挑戰及要件

第7章 行動性

• 概要
• 市場情形： 所謂「行動服務」非指行動電話
• 系統架構挑戰及要件： 行動 e-人類，也就是「ME」

第8章 簡便

• 序： 致力尋找「ON」開關
• 市場情形
• 商業挑戰及要件
• 系統架構挑戰及要件： 自動適應

第9章 市場舉例

• 概要
• 整合
• 個人化
  • 東芝個人TV
  • CrowdOptic
  • DoCoMo之iConcier
• 專業化
  • Amazon之Kindle
• 行動化
  • Novatel之無線MiFi
• 簡便
  • Cisco之Valet

第10章 商業機會： 服務區別

• 概要
• 創造客戶之價值
• 多重服務創造商業優勢
• 網路之重要性
  • Virgin Media之策略性下一代存取(NGA)網路
• 因應5大主題多重服務之區別性創造

第11章 開拓多重服務市場之阻礙因素

• 概要
• 即時4G無法發展之失敗
• 通訊法規無法符合時代
• 功能及技術越來越混亂
  • 設備能力之不足
  • 隱私權及安全性問題

第12章 實現多重服務之主要技術

• 概要
• 適應之HTTP流
• 雲端運算
• 上下文運算
• 未來網路(FI)
• 家庭區域網路(HAN)
• MPEG-21
• 語義網路服務
• 服務計算
• 單芯片系統
• 非授權流動連接(UMA)
• 批發應用程序社區(WAC)

目錄

Description

INTRODUCTION

This report examines the essential themes behind successful multi-play consumer telecom services - convergence, personalization, simplification, specialization, mobility and simplicity - in terms of: architectural / functional components; opportunities for service differentiation; key enabling technologies; challenges in implementation and deployment; market examples; potential market obstacles.

FEATURES AND BENEFITS

• Identify the key consumer meta-themes that are behind successful multi-play services.
• Examine the enabling technologies and architectural components behind these essentials, and also examples of market implementations and obstacles.
• Analyze existing multi-play services in order to replicate their successes and learn from any failures.

HIGHLIGHTS

Telecom operators must find ways to differentiate their brand in a market where services and service providers are often indistinguishable. Five features characterize successful multi-service offerings: convergence, personalization, specialization, mobility and simplicity. Leveraging these features differentiates consumer products and services.

Providers' success and profitability with converged services depends on a convergence architecture that adapts content to networks and devices, optimizes user experience, and rationalizes the business model.

Providers need a "me-centric" architecture for applications, services and environments that personalizes from the customer's point-of-view instead of the advertiser's.

YOUR KEY QUESTIONS ANSWERED

• What are the key factors behind differentiated, successful multi-play consumer services?
• How can both fixed and mobile consumer services be truly converged, personalized, specialized, and simplified?
• What are the key enabling technologies behind successful multi-play services?
• What challenges and obstacles must be overcome to provide a successful multi-play service?
• Which existing multi-play services have been successful? What are the reasons behind this success?

Table of Contents

Executive Summary

• Introduction
• Convergence
• Personalization
• Specialization
• Mobility
• Simplicity
• Market examples
• The opportunity: service differentiation
• Potential obstacles to multi-play market development
• Key enabling technologies for multi-play services

Carolyn Schuk

• Disclaimer

Introduction

• Summary
• Today's telecom challenge: differentiation
• The past points to the future
• Report scope
• Who is this report for?

Convergence

• Summary
• Introduction: IP enables "anything, anywhere" but does not make it happen
• Market landscape: The everywhere connection that 'anything, anywhere' demands is far from a reality
• Global fixed broadband subscribers
• Global mobile broadband subscribers
• Telco investment struggles to meet futuristic expectations
• Business challenges and requirements: Rationalizing the business model
• Architectural challenges and requirements
• Adapting content to delivery networks and user devices
• Optimizing and unifying user experience

Personalization

• Summary
• Introduction: the new consumer-centric world
• Market landscape
• Business challenges and requirements: An exploding content universe and changing consumer habits
• Architectural challenges and requirements: Adaptive personalization

Specialization

• Summary
• Introduction: one size does not fit all
• Market landscape
• Business challenges and requirements
• Architectural challenges and requirements

Mobility

• Summary
• Introduction
• Market landscape: so-called "mobile" services aren't really mobile
• Architectural requirements and challenges: The mobile e-person, "ME"

Simplicity

• Summary
• Introduction: Desperately seeking the "On" switch
• Market landscape
• Business challenges and requirements: managing the connected home
• Architectural challenges and requirements: Automatic adaptation

Market examples

• Summary
• Introduction
• Convergence
• Personalization
• Toshiba Personal TV
• CrowdOptic
• DoCoMo iConcier
• Rovi TotalGuide
• Specialization
• Amazon Kindle
• OpenMoko WikiReader
• Mobility
• Novatel Wireless MiFi
• Funambol Media Hub
• Simplicity
• Cisco Valet

The opportunity: service differentiation

• Summary
• Introduction
• Creating value for customers
• Multi-service drives the business

AT&T

• China Mobile
• Groupe Iliad
• It's all about the network
• Virgin Media's strategic Next Generation Access (NGA) network
• Tele Columbus Group and Alcatel-Lucent partner for next-generation network
• Remember broadcasting?
• The importance of user apps and devices
• Applying multi-play meta-themes to create differentiation
• Convergence
• Personalization
• Specialization
• Mobility
• Simplicity

Potential obstacles to multi-play market development

• Summary
• Introduction
• Failure to roll out 4G in a timely way
• Obsolete telecoms regulation
• Proliferating feature and technology confusion
• Lack of capable devices
• Privacy and security problems

Key enabling technologies for multi-play services

• Summary
• Introduction
• Adaptive streaming over HTTP
• Cloud computing
• Context-oriented computing
• Future Internet (FI)
• Home Area Networks (HAN)
• Wireless
• Wired

MPEG-21

• Semantic web services
• Services computing
• Systems-on-a-Chip
• Universal Multimedia Access (UMA)
• Wholesale Applications Community (WAC)

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