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Cross- & Up-selling to Multi-play Customers

出版商 Mobile Market Development Ltd 商品編碼 310624
出版日期 內容資訊 英文 30 pages
商品交期: 最快1-2個工作天內
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對多合一服務客戶的交叉銷售、向上銷售 Cross- & Up-selling to Multi-play Customers
出版日期: 2014年08月18日 內容資訊: 英文 30 pages



第1章 概要

第2章 簡介

第3章 法國市場

  • 法國的多合一服務市場現狀
  • Iliad/ Free
    • 目前多合一服務服務
    • 資料、業績評估指標
  • Orange France
    • 目前多合一服務
    • 目前特價
    • 市場定位
    • 資料、業績評估指標

第4章 愛爾蘭市場

  • 愛爾蘭的多合一服務市場現狀
  • eircom

第5章 英國市場

  • 英國的多合一服務市場現狀
  • Virgin Media

第6章 西班牙市場

  • 西班牙的多合一服務市場現狀
  • Movistar Fusion

第7章 主要調查結果

第8章 建議



Fixed and mobile operators are becoming increasingly interested in developing multi-play products as their traditional markets become saturated and they look for ways to extend their market reach. Dual- and triple-play products have been available in many markets for some time, but the trend is increasingly towards developing quad-play products and services. Multi-play operators tend to experience lower churn levels and therefore have more loyal customers. This gives them more opportunity to cross-sell or up-sell further services, and hence tie in customers for even longer.

Operators that are already in a position to do so are developing their quad-play propositions, and those that do not already have the infrastructure are either taking advantage of the communications market's tendency to consolidate and are acquiring companies, or are entering into network sharing and other agreements in order to broaden their product portfolios.

Initial multi-play offers were slow to catch on, partly because the offers were not compelling enough, and partly because operators faced internal challenges in integrating their fixed and mobile arms, or in integrating newly acquired companies. Products are now becoming more desirable, as popular content packages are put together and streaming content is available over fast broadband. Superior infrastructure, such as fibre and 4G mobile, have provided a spur to the uptake of multi-play products.

As this report shows, European mobile markets have seen different rates of success with multi-play offers. France and Spain, for example, are both now established markets for multi-play services that include mobile, whereas in the UK and Ireland the choice of multi-play products is more limited. In the latter there are fewer products combining fixed and mobile services, although multi-play products based on fixed services have been available for some time and are well established in the market.

This report looks at four different markets, two of which (France and Spain) have established and successful quad-play offers available, and two of which (Ireland and the United Kingdom) exhibit strong dual- and triple-play propositions.

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 The French Market

  • 3.1 Current Status of the Multi-play Market in France
  • 3.2 Iliad/ Free
    • 3.2.1 Current Multi-play Propositions
    • 3.2.2 Figures and Performance Indicators
  • 3.3 Orange France
    • 3.3.1 Current Multi-play Propositions
    • 3.3.2 Current Special Offers
    • 3.3.3 Market Positioning
    • 3.3.4 Figures and Performance Indicators

4 The Irish Market

  • 4.1 Current Status of the Multi-play Market in Ireland
  • 4.2 eircom
    • 4.2.1 Multi-play Propositions
    • 4.2.2 Figures and Performance Indicators
    • 4.2.3 Positioning

5 The UK Market

  • 5.1 Current Status of the Multi-play Market in the UK
  • 5.2 Virgin Media
    • 5.2.1 Propositions
    • 5.2.2 Current Special Offers
    • 5.2.3 Market Positioning
    • 5.2.4 Figures and Performance Indicators

6 The Spanish Market

  • 6.1 The Current Status of the Multi-play Market in Spain
  • 6.2 Movistar Fusion
    • 6.2.1 Market Positioning
    • 6.2.2 Figures and Performance Indicators

7 Key Findings

8 Recommendations

Appendix - Feedback Questions

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