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市場調查報告書
三合一服務的未來：成長機會、主要課題、競爭策略
The Future of Triple-Play: Growth opportunities, key challenges and competitive strategies
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三合一服務的未來：成長機會、主要課題、競爭策略 是由出版商Business Insights在2009年06月所出版的。
這份英文市場調查報告書包含140 pages 價格從美金2875起跳。
Abstract
Cable operators and fixed-line telecoms operators continue to battle it out
for a share of the spoils in the triple-play arena, but they won' t have things
all their own way. Mobile operators - buoyed by the emergence of mobile
broadband and mobile TV services - will look to stamp their mark, while
satellite TV providers are complementing their core services with fixed-line
offerings. The future of pure-play providers appears limited, as the credit
crunch places further pressure on consumers to seek the most cost-effective
way of obtaining the services they need. The vast majority of communications
and entertainment providers will continue to extend their service portfolios
to make their offerings as compelling possible, counter emerging competitive
threats, reduce subscriber churn and boost revenue potential. Leveraging
broadband network investment to supply IP-based services will be paramount. In
service areas where rolling out an in-house offering is too challenging in the
short term, traditional players will work with best-of-breed partners to fill
gaps in their portfolio, but for most this will only be an interim step.
Table of Contents
Executive summary
- Market context: from pure-play to multi-play
- The competitive environment
- Service provider case studies
- The future of triple-play services
Chapter 1 - Introduction
- Definitions
- Digital pay-TV (DTV)
- Digital terrestrial TV (DTT)
- Internet Protocol TV (IPTV)
- Internet TV
- Mobile broadband
- Mobile Internet
- Mobile TV
- Triple-play
- Video on demand (VOD)
- WiMAX
Chapter 2 - Market context: from pure-play to multi-play
- Defining triple-play
- Telcos and cable operators vie for dominance
- Triple-play market trends and drivers
- Fixed-lines in decline as mobile takes center stage
- Combating falling fixed-line revenues
- Spending on fixed-line telecoms services is falling
- Mobile telephony penetration continues to rise
- VoIP offers a low-cost alternative to traditional voice services
- Broadband uptake is continuing apace
- Broadband markets reaching saturation point in development markets
- Broadband pricing under pressure
- Bandwidth demands will continue to increase
- TV market in transition
- The business case for IPTV
- Strong growth anticipated
- Regional demand for IPTV
- Triple-play inhibitors and threats
- Infrastructure limitations delay rollout
- The impact of regulation
- New competitors are emerging
Chapter 3 - The competitive environment
- Competitive pressure reaches new levels
- More competition on the horizon
- Changing strategic aims
- Reducing customer churn is a top priority
- ARPU becomes the key metric
- Extending existing customer relationships
- Comparing the key triple-play protagonists
- Emphasis of bundles vary according to providers' key strengths
- Cable providers are building on video success
- Building on video strength
- On the offensive in voice and broadband
- A short-term advantage in triple-play?
- Telcos face a steep learning curve and high risks
- IPTV is a defensive move for most
- Telcos are playing catch-up in the TV market
- Fiber network deployment crucial for future competitive positioning
- Partnering for success; filling service gaps with best-of-breed providers
- Taking a content-centric approach could be a step too far
- Significant challenges remain
- Taking a consumer-centric approach
- Triple-play services offer benefits to consumers
- Bundled offerings offer cost-savings
- But triple-play services do not always offer best value
- Uptake on the rise: UK triple-play case study
- Targeting the right demographics will pay dividends
- Emerging competitors threaten the status quo
- Wireless services add mobility to the mix
- Adding mobility to the mix
- Mobile broadband further challenges fixed-line operators
- WiMAX could threaten existing business models
- Satellite operators excel in TV, but lack fixed-line assets
- Partnerships are vital
- Could triple-play success spell the demise of satellite?
- Web-based video services could divert consumer spending online
- A disruptive force in the video delivery arena
- Web-based services benefit from changing market conditions
- Pay-TV at risk?
Chapter 4 - Service provider case studies
- AT&T (US)
- Triple-play strategy and developments
- Forging ahead with fiber deployment
- Strong TV growth
- Restructuring reinforces multi-play aspirations
- Integrated multi-service offerings gather pace
- Satellite partnerships offer bundling options
- Advanced services provide differentiation
- Investment in multi-platform services
- Operational performance
- BT (UK)
- Triple-play strategy and developments
- A hybrid approach to TV service delivery
- Bundling restrictions removed
- Targeting the mobile broadband opportunity
- Fiber deployment gathers pace
- Exploiting wholesale opportunities
- Rumored re-entry into mobile market
- BT Fusion evolves
- Operational performance
- Deutsche Telekom (Germany)
- Triple-play strategy and developments
- A focus on infrastructure upgrades and bundled services
- Football rights drive service appeal
- Price cutting is ongoing
- Try before you buy
- Differentiation via service enhancements
- Online services gather pace
- Operational performance
- France Telecom (France)
- Triple-play strategy and developments
- A focus on content
- Three-screen strategy aims for differentiation
- Satellite services fill the network void
- Operational performance
- Verizon (US)
- Triple-play strategy and developments
- Differentiating through next-generation network deployment
- FiOS success drives revenue and ARPU
- Triple-play availability on the increase
- A multi-room TV experience
- Verizon Hub seeks to lock in voice customers
- DIRECTV partnership extends triple-play coverage
- HD as a key differentiator
- Promotions attract new subscribers
- Operational performance
- Comcast (US)
- Triple-play strategy and developments
- Rapid uptake of digital voice services
- Project Infinity developing apace
- Looking to WiMAX for ‘quad-play' service
- Pricing tiers revised
- Content portability on the agenda
- Operational performance
- Virgin Media (UK)
- Triple-play strategy and developments
- Strong triple-play performance
- Pushing the boundaries of consumer broadband
- VOD continues to be a key differentiator
- High definition comes to the fore
- Operational performance
- BSkyB (UK)
- Triple-play strategy and developments
- ‘Switch and Save' initiative pushes cost benefits
- Sky Talk success boosts triple-play
- Continued focus on advanced TV services
- Exclusive content drives service appeal
- Operational performance
Chapter 5 - The future of triple-play services
- Identifying future trends in the multi-play arena
- The emergence of quad play services
- A competitive boost for telcos?
- Convergence offers new possibilities
- Quad-play bundling offers greater pricing flexibility
- Content is where the money is
- Advanced TV services offer the greatest revenue growth potential
- Targeting new areas of opportunity
- Converged services come to the fore
- Platform-agnostic multi-play services on the horizon
- Profitability should be seen as the key metric
- Pricing and branding strategies will become more important than ever
- Service quality and customer services are vital
- Triple-play set for strong growth
List of Figures
- Figure 2.1: Fixed-line connections by key country (connections per 100
people), 2002 and 2007
- Figure 2.2: ARPU by fixed, mobile and broadband (£), 2002-2007
- Figure 2.3: Mobile connections continue to rise
- Figure 2.4: Global mobile connections (‘000s) and revenues ($),
2007-2013
- Figure 2.5: Mobile-only households are becoming commonplace
- Figure 2.6: Global consumer broadband subscribers, by platform, 2007-2012
- Figure 2.7: Global consumer broadband subscribers, by region, 2007-2012
- Figure 2.8: Top 10 consumer broadband markets by subscriber uptake,
end-2008
- Figure 2.9: Fastest broadband speeds advertised, by platform and country,
September 2008
- Figure 2.10: Broadband prices are falling across development markets
- Figure 2.11: IP traffic forecast, Cisco
- Figure 2.12: Global IPTV subscribers and revenues, 2007-2012
- Figure 2.13: Global VOD revenues, 2007-2012
- Figure 2.14: Top 15 IPTV markets by subscriber uptake, end-2008
- Figure 2.15: Global IPTV subscribers, by region, 2007-2012
- Figure 3.16: Cable operators and telcos show increasing service overlap
- Figure 3.17: Offering video services can substantially boost ARPU for
telcos
- Figure 3.18: Bundled offerings offer considerable cost-saving potential
- Figure 3.19: Bundled services make their mark in the UK
- Figure 3.20: TV becomes a vital part of the service mix
- Figure 3.21: Bundled service uptake varies by demographic
- Figure 3.22: The rise of mobile broadband
- Figure 4.23: AT&T operational performance, Q2 2007 to Q1 2009
- Figure 4.24: BT operational performance, Q2 2007 to Q4 2008
- Figure 4.25: Deutsche Telekom operational performance, Q2 2007 to Q4 2008
- Figure 4.26: France Telecom operational performance, Q2 2007 to Q1 2009
- Figure 4.27: Verizon operational performance, Q2 2007 to Q1 2009
- Figure 4.28: Comcast operational performance, Q2 2007 to Q1 2009
- Figure 4.29: Virgin Media' s multi-play success
- Figure 4.30: Virgin Media operational performance, Q2 2007 to Q1 2009
- Figure 4.31: Triple-play drives BSkyB' s ARPU growth
- Figure 4.32: BSkyB operational performance, Q2 2007 to Q1 2009
- Figure 5.33: Over 100m triple-play subscribers by 2012
List of Tables
- Table 2.1: Number of residential voice lines by service provider, Dec 2006
to Dec 2008
- Table 4.2: AT&T operational performance, Q2 2007 to Q1 2009
- Table 4.3: BT operational performance, Q2 2007 to Q4 2008
- Table 4.4: Deutsche Telekom operational performance, Q2 2007 to Q4 2008
- Table 4.5: France Telecom operational performance, Q2 2007 to Q1 2009
- Table 4.6: Verizon operational performance, Q2 2007 to Q1 2009
- Table 4.7: Comcast operational performance, Q2 2007 to Q1 2009
- Table 4.8: Virgin Media' s multi-play success
- Table 4.9: Virgin Media operational performance, Q2 2007 to Q1 2009
- Table 4.10: BSkyB operational performance, Q2 2007 to Q1 2009
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