Innovations in Bundles - Quadruple play, new services, pricing strategies: Industry

Innovations in Bundles - Quadruple play, new services, pricing strategies

Product Type: Market Research Report
Published by: IDATE
Published: June 2007
Product Code: R221-172

Description

One of the trends over the past few years has been the shift towards the increasingly ubiquitous quadruple play. Sustained by their integrated subsidiaries and their market clout, incumbent telcos are the frontrunners here, and virtually all have by now introduced this type of offer. Meanwhile, cablecos and ISPs - e.g. Comcast in the US and Yahoo!BB in Japan - are joining the fray and launching their own quadruple play bundles.

Once confined to their respective core business areas, these players are now all competing with one another in the internet access, voice, TV and mobile services markets. As a result, with competition increasing and once novelty solutions becoming commonplace as providers are all tending to offer consumers more or less the same services, innovation has become both a central challenge and a strategic necessity for differentiating the offers, increasing ARPU and securing subscriber loyalty.

This report provides a detailed look at innovative bundles, whether true combinations of the quadruple play’s elements or more add-ons to a core service such as television, internet or mobile access. For each bundle, we offer one or several case studies, along with an assessment of market expectations for the service, the keys to its success, its potential for differentiation, its current popularity and its development prospects.

The report is structured around three main themes:

technological innovation (fixed-mobile convergence offers, digital home),
innovation through range strategies (bundles, innovative services),
innovation through pricing strategies.

Key questions

What innovations are we seeing in bundles?
Which innovations enable operators to increase their market share and/or ARPU, and to secure subscriber loyalty?
What are the market’s expectations in terms of innovation?
What are the winning range strategies?
What pricing strategies make it possible to increase market share?

Who should read this report?

Telecom operators (fixed, integrated, mobile)

- Understand strategic positioning and marketing mix for the quadruple play market’s different types of provider
- Pinpoint the keys to success in the main innovative offers

ISPs

- Analyse the innovative offers marketed by ISPs, in terms of services and pricing model
- Assess the stakes and challenges that quadruple play represents

Equipment suppliers

- Identify the players present in the convergent device market and their strategies
- Assess investment opportunities

Market analysts

- Analyse the state of competition over innovative service bundles
- Understand the strategic shifts in the quadruple play ecosystem

Table of Contents

1 Technological innovation through access convergence: 1.1 Fixed-mobile convergence offers: convergent devices; 1.2 Fixed-mobile convergence services; 1.3 Home networks
2 Innovation in service ranges: 2.1 Quadruple play; 2.2 TV service ranges; 2.3 Internet access service ranges; 2.4 Service ranges associated with VoIP; 2.5 Mobile service ranges; 2.6 Innovative bundles
3 Innovation in pricing strategies: 3.1 Free offers; 3.2 High volume offers; 3.3 Fixed-mobile substitution offers
4 Synthesis: Innovative services’ positioning in consumer market segments - IDATE Use-IT Survey

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