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
|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||
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.