ARPU的獎勵策略(第二部分):BASE的案例

全球各國的通訊業者近幾年，隨著低成本OTT服務行業者的競爭，ARPU持續降低。BASE(比利時)的情況，2009∼2013年ARPU降低，不過，2011∼2013年上升，2013年恢復到以前的水準。

本報告提供比利時的通訊業者，BASE的產業策略(品牌、價錢等)及以實際成果為基準，關於各通訊業者的ARPU(每一用戶月額平均收益)的獎勵策略的理想狀態分析。

第1章 概要

第2章 簡介

• 分析的背景
• 分析內容
• 貨幣與匯率
• 額外的問題與回答內容

第3章 比利時的行動通訊市場

• 概要
• 市場
• 競爭

第4章 BASE的商務、市場策略

• 概要和背景情況
• 策略和意義
  • 商務策略
  • 網路的發展
  • 品牌的有效利用
  • 產業聯盟
  • 固網服務
  • 用戶的回饋
• BASE的價錢
  • BASE的個人用價錢
  • BASE的法人用價錢
• 其他品牌、聯盟處的價錢
  • Simyo
  • JIM
  • Mobile Viking

第5章 BASE的業績和成果

• 簡介
• 跟其他競爭公司的業績比較
• BASE的產業實際成果

第6章 主要結論

• ARPU的影響要素
• 結論

第7章 建議

附錄:問題表與回答內容

ARPU has long been a key performance indicator for mobile network operators, and in recent years it has been falling for almost all as a result of competition and the introduction of low cost OTT voice and text messaging services.

This report is the second in a series, looking at the ARPU performance of a range of operators over a period of five years, seeking to understand the reasons why some operators have done better at consistently sustaining ARPU in difficult market conditions.

In a very few cases operators have managed to increase their ARPU over a number of years, and this report looks at the approach taken by BASE, the Belgian operator, which between 2011 and 2013 managed to recover from a fall in ARPU between 2009 and 2011 to return ARPU by 2013 to a similar level as at the start of the period. It reviews its strategy and approaches to branding and tariffing, and assesses the resulting financial performance.

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 Belgian Mobile Market

• 3.1. Introduction
• 3.2. Market
• 3.3. Competition

4. BASE Business & Market Strategy

• 4.1. Introduction and Background
• 4.2. Strategy and Implementation
  • 4.2.1. Business Strategy
  • 4.2.2. Network Development
  • 4.2.3. Use of Brands
  • 4.2.4. Partnerships
  • 4.2.5. Fixed Services
  • 4.2.6. User Feedback
• 4.3. BASE Tariffs
  • 4.3.1. BASE Consumer Tariffs
  • 4.3.2. BASE Business Tariffs
• 4.4. Other Brands and Partnerships Tariffs
  • 4.4.1. Simyo
  • 4.4.2. JIM
  • 4.4.3. Mobile Viking

5. BASE Performance and Results

• 5.1. Introduction
• 5.2. Performance Relative to Competitors
• 5.3. BASE Business Performance

6. Key Findings

• 6.1. Factors Affecting ARPU
• 6.2. Conclusions

7. Recommendations

Appendix - Feedback Questions