Sustaining ARPUs Through Bundle Innovation

出版商 Mobile Market Development Ltd 商品編碼 852968
出版日期 內容資訊 英文 62 Pages
商品交期: 最快1-2個工作天內
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通過綁定套組·革新維持ARPU Sustaining ARPUs Through Bundle Innovation
出版日期: 2019年05月29日內容資訊: 英文 62 Pages


本報告提供世界各國的通訊企業為穩定化ARPU的各種配合措施相關分析,提供以通訊業為中心之背景情況,及通訊費用形態 (預付/後付方式) 和各種服務/選擇的商品搭售配合措施案例,迄今的成果與今後預測等相關調查。

第1章 概要

第2章 背景情況與分析內容

第3章 案例研究

  • Telefonica O2 Deutschland
    • 後付方式的關注
    • 後付方式的提案方法 - O2 Free Tariffs
      • New O2 TV Service
      • O2 Cloud
    • 預付方式的提案方法 - Free Tariffs
  • Telefonica Movistar Spain
    • 匯流服務和內容成為關鍵
    • 匯流服務 (整合型資訊服務)
    • 獨立式後付/預付服務
    • 「一體型客戶行動範圍」的擴張
    • 其他現在進行中的配合措施
  • Telenor Norway
    • 促進在後付領域的收益
    • 後付方式的費用
    • 青年人用收費系統
    • 進一步的追加銷售計劃
    • 手機替換計劃
  • Elisa Finland
    • 依傳輸速度的無限數據之通訊費
    • Elisa的預付·綁定套組
  • DNA Finland
    • 無限數據通訊費和固網的套組契約
  • Vodafone Spain
    • 競爭壓力
    • 改善經營的配合措施 (2019年) - 基於速度的收費系統
    • 預付式的通訊費用
  • Maxis Malaysia
    • 對抗競爭壓力
    • 鼓勵轉變為後付式
    • 標準型後付方式:家族用收費系統
    • 設備擁有選擇
    • 預付方式的價值命題 (提案價值)
    • 穩定預付ARPU的措施

第4章 結論

  • 試圖維持ARPU的回顧
  • 分析結果 (概要)

第5章 建議


Background to the Report

MNO ARPU or ARPA continues to face pressures from price competing players seeking market share as well as regulation in the form of MTR, interconnection and data pricing. Recognising the need to become a fully-fledged digital services player many, MNOs today are striving (and some are winning) in becoming major convergence players offering a variety of services that address both the individual and household needs. Market circumstances (such as strength of the incumbent, challenger and level of fibre and or pay-TV penetration) plays a decisive role in determining the success of an operator's overall strategy in driving service revenue and ARPU.

From a mobile perspective, driving data usage and being cognisant of consumers' data needs in the face of ever more intensive data applications and services has formed the basis of mobile tariff design by MNOs. Most MNOs have inflated their inclusive data allocation in recent years to meet data demands however in many ways they have struggled to maintain pricing levels in order to keep competitors at bay.

Operators are finding ways to offset declining voice revenue by driving data monetisation through smartphone purchase/ownership schemes and innovative tariff design that addresses data usage and monetises further data and connectivity use cases. This along with retention initiatives such as personalised offers, personalised customer service and reward schemes encourage customers to engage with the operator propositions and its service initiatives.

While video continues to be an opportunity particularly in the area of traditional convergence but also as an OTT method of countering established cable and satellite players, operators acknowledge the ARPU challenges they face and are looking to adjacent areas such as insurance, banking and connected cars.

However, while there are common pressures in terms of customer expectations for volume and pricing of data and other traditional (voice and SMS) services, operators' experience of responding to those pressures has been very mixed. This finding led tefficient to state that there was no revenue upside to unlimited data bundles. Subsequent research by the company illustrates just how variable the results of responding to market and regulatory pressures are, as shown in Figure 1.

According to tefficient, while data usage grew for 100% of operators, ARPU only grew for 46% of them. While the image is difficult to decipher, it is apparent that operating companies within a single group (e.g. Vodafone and Telefónica) may also have very different experiences.

Some of the differences may be caused by variances in local conditions (e.g. level of competition, activities of regulator, market and tariff history).

The remainder of this report reviews some specific operator initiatives currently being deployed to drive ARPU in their traditional communications and media businesses, seeking to identify the common factors that help to ensure retention (and even growth) in ARPU in challenging and rapidly evolving markets.

Report Content

Following this background introduction, this report comprises:

  • Section 3 - Case examples reviewing the strategic approaches adopted by certain MNOs - Telefónica O2 Deutschland, Telefónica Movistar Spain, Telenor Norway, Elisa and DNA Finland, Vodafone Spain and Maxis Malaysia to sustain or improve their ARPU position and maintain growth in their consumer mobile business;
  • Section 4 summarises the findings of this research;
  • Section 5 lists a series of recommendations for operators looking for inspiration on strategic and propositional tactics being deployed by operators to sustain and grow ARPU.

Table of Contents

1 Overview

  • 1.1Key Infographic
  • 1.2Introduction
  • 1.3Three i3

2 Background and Content

  • 2.1Background to the Report
  • 2.2Report Content
  • 2.3Currency and Conversions
  • 2.4Further Questions and Feedback

3 Case Examples

  • 3.1Telefónica O2 Deutschland
    • 3.1.1Focus on Postpay
    • 3.1.2Postpay Proposition Approach - O2 Free Tariffs
      • O2 TV Service
      • Cloud
  • 3.1.3Prepay Proposition Approach - Free Tariffs
  • 3.2Telefónica Movistar Spain
    • 3.2.1Convergent Offerings and Content are Key
    • 3.2.2Convergent Offers
    • 3.2.3Standalone Postpay & Prepay Offers
    • 3.2.4Extending the Converged Customer Footprint
    • 3.2.5Other Upcoming Movistar Initiatives
  • 3.3Telenor Norway
    • 3.3.1Driving Value in Postpay
    • 3.3.2Postpay Tariffs
    • 3.3.3Youth-oriented Tariffs
    • 3.3.4Further upselling Initiatives
    • 3.3.5SWAP Handset Programme
  • 3.4Elisa Finland
    • 3.4.1Unlimited Data Tariffs Tiered by Speed
    • 3.4.2Elisa's Prepay Bundles
  • 3.5DNA Finland
    • 3.5.1Unlimited Data Tariffs but with Fixed Contracts
  • 3.6Vodafone Spain
    • 3.6.1Competitive Pressures
    • 3.6.22019 Turnaround Efforts - Speed-based Tariffs
    • 3.6.3Prepay Tariffs
  • 3.7Maxis Malaysia
    • 3.7.1Tackling Competitive Pressures
    • 3.7.2Encouraging Migration to Postpay
    • 3.7.3Standard Postpay - Family Orientated Tariffs
    • 3.7.4Device Ownership Options
    • 3.7.5Prepay Propositions
    • 3.7.6Measures to Stabilise Prepay ARPU

4 Findings

  • 4.1Review of Attempts to Sustain ARPU
  • 4.2Headline Conclusions

5 Recommendations

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