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United States Video Services in the Multi-Dwelling Unit Market
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Research Overview
This Frost & Sullivan research service titled United States Video Services in the Multi-Dwelling Unit Market provides discussion of the various types of providers that serve the MDU market and discusses some operational and marketing issues surrounding the market. In this research service, Frost & Sullivan's expert analysts thoroughly examine the following markets: installation and maintenance, call centers, and marketing issues.
Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
- Installation and maintenance
- Call centers
- Marketing issues
Technologies
The following technologies are covered in this research:
- Private Cable Operators (PCOs): Also known as satellite master antenna systems (SMATV) operators, PCOs distribute video programming through inside wiring in apartments, hotels, dormitories, condominiums, office buildings, hospitals, and home developments. PCOs compete with local cable franchises to deliver video services to the MDU marketplace.
- Cable Multisystem Operators (MSOs): Cable MSOs provide competitive video services in the MDU market.
Market Overview
Video Service Providers Need to Nurture Healthy Relationships with Owners of Multiple Dwelling Units to Gain Access to the Premises
The multiple dwelling units (MDU) market is a voluminous and lucrative customer segment for video service operators. However, the service providers need to gain access to these buildings before marketing to the customers. More than a third of the population of the United States lives in MDUs and hence, video service providers must carefully foster relationships with building owners to negotiate access agreements successfully. Such talks can be risky for the provider since it can either result in guaranteed access to an MDU’s worth of customers or the loss of nearly 200 customers from a single deal.
"An operator can thrive in the MDU market if it enters a partnership with the building owner and meets customers’ expectation regarding installation, customer service, as well as value of offering," says Lynda Starr, Frost & Sullivan analyst and author of this research service. "Once agreements are drawn up, the providers must target the special needs of these communities through promotions and superior customer service." In MDUs, the first- mover advantage has the potential of translating to 90 percent penetration, while second service providers can only achieve 30-to-35 percent penetration.
Ingenious Marketing Strategies Required to Win MDU Customers
MDU owners in some cities look to enhance the attractiveness of their buildings by offering video services and including its fee in the rent or association dues. The providers are working on innovative marketing strategies to increase uptake of video services within buildings that do not have bulk purchases. "While some providers offer the same service package to MDU customers that they offer to single-family unit (SFU) customers, some others offer a suite of options geared to the demographics of residents," notes the analyst. "For example, in communities with a significant number of senior citizens, the multichannel video programming distributors (MVPDs) may market interactive broadband services based on telemedicine services as a ‘must have’ for a better lifestyle."
Service providers may also sponsor on-site marketing events to build awareness. Sales personnel and perhaps, even technicians are present at these events to sign on customers. The MVPDs sometimes conduct door-to-door marketing to sell their services. They could hire residents within the building to help survey and encourage fellow tenants to sign up for the service or provide incentives to on-site leasing staff to garner leads.
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