Multiplay: new supply-side strategies

Multiplay: new supply-side strategies

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Multiplay: new supply-side strategies
IDATE Consulting & Research

Date: July 1, 2012
Pages: N/A
Price: US$ 4,200.00 US$ 3,360.00 (Offer valid until September 15, 2012)
ID: M654EBFF8E3EN

This report takes a look at the major developments in services being bundled with Internet access.

It analyses trends in triple and quadruple-play bundles, their convergence and their economic impact on
vendors.

It also explores deep product line strategies: digital home, rich communication, secure access, and
opportunities tied to segmentation.

At a time when telecom markets are stagnating, what possible growth outlets are there for telcos?
What are the major innovations in the area of services bundled with access: additional services,
content, smart access, segmentation?
What are the assets and limitations of bundling strategies? How do bundles affect ARPU, margins
and customer loyalty?
Will adding content to the equation bring growth and, if so, for which type of operator?
Is enhancing access with other services closer to telcos’ core business a sound development
strategy?
Is segmentation operators’ main strategy for handling the explosion in traffic on the networks?
Can telcos sell quality of service?

Table of Content
1. EXECUTIVE SUMMARY

1.1. Context
1.2. Multiplay bundles
1.3. Content strategy
1.4. Smart access
1.5. Segmentation

2. METHODOLOGY

3. INTRODUCTION

3.1. Study context and objectives
3.2. Determining factors in offering strategies
3.2.1. Technological advances
3.2.2. Market structure: saturation in pay packages on one side and an explosion in usage on the other
3.2.3. Intensifying competition
3.2.4. Economic outlook: stagnating revenue
3.2.5. Regulatory factors
3.2.6. Operators’ market objectives

4. MULTIPLAY BUNDLES

Multiplay: new supply-side strategies 2

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4.1. Definition: the multiplay cross-selling strategy
4.2. Consumption patterns: bundling is a market reality
4.3. Operator positioning in quadruple play services
4.3.1. Changes in positioning
4.3.2. Operator positioning in quadruple play services
4.3.3. Bundling strategies by operator type
4.4. Triple play
4.4.1. Triple play becoming the standard and single play gradually disappearing
4.4.2. Examples of triple play packages
4.5. Quadruple play
4.5.1. Quadruple play still in its infancy
4.5.2. Examples of quadruple play packages
4.5.3. Summary
4.6. Strategic analysis of multiplay bundles
4.6.1. Triple and quadruple play price positioning
4.6.2. Economic impact of bundling on ARPU, churn and profit margin
4.6.3. Limits to leveraging existing customer base
4.6.4. Outlook: triple play’s threat to IPTV, waiting for full quadruple play convergence

5. STRATEGIES COMBINING ACCESS WITH CONTENT

5.1. Definition
5.2. Operator positioning in plans that include content
5.3. Must-have services: premium TV, VOD and PVR
5.3.1. Premium TV
5.3.2. VOD
5.3.3. PVR
5.4. Differentiating with content
5.4.1. Music
5.4.2. Video games
5.5. Packages that include multiple types of content
5.6. Strategic analysis: integrator, aggregator or quality service provider—which model is best?

6. SMART ACCESS

6.1. Introduction
6.2. Rich communication
6.2.1. Home phone calling features
6.2.2. Rich mobile communication
6.2.3. Geolocation
6.3. Digital home
6.3.1. Access to content
6.3.2. Home network
6.3.3. Remote home access
6.4. Secure access
6.4.1. Storage and security
6.4.2. Insurance
6.4.3. Payment
6.5. Opportunities in services closely related to the core business, with potential for profit and a competitive
edge over the Web titans

7. SEGMENTATION OF OFFERINGS

7.1. Segmenting access offerings to make the network more profitable

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7.1.1. Billing by volume
7.1.2. Billing by data speed
7.1.3. Quality of service offerings
7.1.4. Limiting usage to "educate" consumers
7.1.5. Market opportunities tied to type of network, and a smaller target
7.2. Family plans: targeting individuals and their groups to build loyalty
7.2.1. Multi-line offerings
7.2.2. Packages for typical families
7.3. Offerings for specific segments of the population
7.4. Trend: segmentation proving to be key

8. CONCLUSION: A NUMBER OF LEVERS TO WORK WITH

9. PLAYER PROFILES

9.1. Virgin Media UK
9.1.1. A growth model based on cross-selling and up-selling its customer base
9.1.2. Overview
9.1.3. Service strategy
9.2. Verizon
9.2.1. Betting on super-fast broadband and mobile
9.2.2. Overview
9.3. Comcast
9.3.1. Content to retain customers, broadband to drive ARPU and quadruple play on the horizon
9.3.2. Overview
9.4. Orange France
9.4.1. Offering centered around triple and quadruple play bundles including content
9.4.2. Overview of the Orange group
9.4.3. Orange France
9.4.5. Summary
9.5. Free
9.5.1. Low-cost-bundle approach to conquering the market
9.5.2. Overview
9.6. SFR
9.6.1. Mobile specialist turns multi-screen multiplay operator
9.6.2. Overview
9.7. Vodafone Spain
9.7.1. Overview of the Vodafone group
9.7.2. General service strategy
9.7.3. Vodafone Spain: synergy between fixed and mobile
9.8. Telefónica Spain
9.8.1. A business strategy focused on existing customers
9.8.2. Overview
9.9. Telecom Italia
9.9.1. Betting on VOD to retain current subscribers and win new customers
9.9.2. Overview
9.10. Fastweb
9.10.1. An extension to mobile that falls short of its success in triple play

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9.10.2. Overview

TABLES

Table 1: A large range of multiplay bundles
Table 2: Operator positioning in quadruple play services
Table 3: Cable operator positioning in quadruple play services and broadband market share
Table 4: Mobile operators’ service offerings
Table 5: Virgin Media ARPU and churn data
Table 6: Example of discounts on multiple SFR product lines
Table 7: Telecom operators’ methods of delivering TV and video service
Table 8: Strategies for packages that combine content and access
Table 9 : Content bundling by certain operators
Table 10: TV consumption in the US
Table 11: Cost of the Cubomusica service from Telecom Italia
Table 12: Mobile bundles that include content from Orange
Table 13: Features of the Cubovision unicast TV and mobile video service from Telecom Italia
Table 14: Telecom operators’ positioning in the TV value chain
Table 15: Services included by Internet access plan
Table 16: BT fixed Internet access plans
Table 17: Virgin Media – Some business and financial data points
Table 18: Breakdown of Virgin Media subscribers by bundle type as of Q3 2011
Table 19: Virgin Media’s basic services
Table 20: Virgin Media double play: fixed Internet access + mobile Web with a 3G dongle
Table 21: Virgin Media’s multiplay bundles including TV
Table 22: Virgin Media’s add-on services
Table 23: Virgin Media’s Internet access-related services
Table 24: Data on Virgin Media’s fixed customers
Table 25: Verizon – Some business and financial data points
Table 26: Verizon FiOS triple play bundles
Table 27: Comcast – Some business and financial data points
Table 28: Comcast's double play TV + Internet bundles
Table 29: Comcast’s double play TV + voice bundles
Table 30: Comcast’s triple play bundles
Table 31: Xfinity Home tablet
Table 32: Orange – Some business and financial data points
Table 33: Orange France financial data
Table 34: Orange’s bundles
Table 35: Free financial data
Table 36: Free’s bundles
Table 37: SFR financial data
Table 38: SFR’s bundles
Table 39: Vodafone Spain financial data
Table 40: Vodafone Spain’s bundles
Table 41: Telefónica – Some business and financial data points
Table 42: Number of Telefónica customers in Spain (Telefónica España)
Table 43: Description of Telefónica’s triple play bundles
Table 44: Telecom Italia – Some business and financial data points
Table 45: Telecom Italia – Internet figures for the Italian market
Table 46: Telecom Italia’s bundles
Table 47: Telecom Italia’s TV and video content
Table 48: Fastweb – Some business and financial data points
Table 49: Fastweb’s bundles


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FIGURES

Figure 1: Positioning strategies for access-based packages
Figure 2: Pay-TV penetration
Figure 3: Broadband penetration by country
Figure 4: Pay-TV household ARPU
Figure 5: Increase in IP traffic
Figure 6: Change in the telecommunications market
Figure 7: Penetration of bundled packages in European households
Figure 8: Change in adoption of bundled packages in Europe
Figure 9: Bundled package subscription details
Figure 10: Inclusion of basic services in bundled packages
Figure 11: Subscriptions rates to bundled packages by country
Figure 12: Changes in the positioning of various players in terms of service offerings
Figure 13: Market share in broadband and mobile services
Figure 14: Operator positioning in quadruple play services
Figure 15: Quadruple play strategies of operators in Europe and the US
Figure 16: Triple play price positioning
Figure 17: Growth in AT&T’s customer base
Figure 18: Increase in Virgin Media’s triple play subscriber base and ARPU
Figure 19: Virgin Media churn rate by bundled package type
Figure 20: Virgin Media ARPU based on churn
Figure 21: Increase in the number of Virgin Media cable subscribers
Figure 22: National Geographic in HD
Figure 23: Triple-play fiber offers from Orange
Figure 24: Service continuity for Sky content
Figure 25: Vodafone instant messaging feature
Figure 26: Example of an interface that includes communication and file/video sharing features
Figure 27: Internet+ package from Orange
Figure 28: Different strategies for winning over and retaining customers and increasing ARPU
Figure 29: AT&T’s data packages
Figure 30: Change in Virgin Media’s subscriber base by Internet access speed
Figure 31: Monitoring fixed Internet consumption with Comcast
Figure 32: Change in number of Verizon FiOS and FiOS TV subscribers, 2008-2011
Figure 33: Verizon 4G/LTE coverage
Figure 34: Change in number of Verizon mobile subscribers
Figure 35: LTE-compatible handsets sold by Verizon
Figure 36: Verizon’s data plans
Figure 37: Broadband market share in the US
Figure 38: Orange’s business strategy
Figure 39: Vodafone DSL router
Figure 40: MiFi router


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