In search of incremental revenues: the telco in 'support' role

Executive summary

In a nutshell

Key messages

Broadband service providers will need to play to their strengths

Sometimes service providers may be better off looking to play a supporting role

Build the channel, build relationships

Hardware needn’t be an issue

A growing revenue challenge

Growing ARPU is increasingly important

But consistently growing ARPU is not easy

Life beyond TV

Where do the best opportunities lie?

Direct Internet VASs

Providing support might be the answer

Standing out from the crowd: the telco dilemma

Many consumers only want the pipe

Better offers on the market

Aggressive marketing pushing the concept of ‘free’

Customer apathy for value-added services

Getting the message across

Having a good solution is one thing; marketing it is another

Using the portal

Ensure main points of contact are not wasted

Leave the door ajar

Vendor case study: Radialpoint

Combatting the hardware issue

Combining retail and telco products

New opportunities on the horizon?

Does Internet TV open up new opportunities?

List of Figures

Figure 1: ARPU trends of a selection of European players

Figure 2: Internet activities in the UK, December 2008

Figure 3: Consumers’ top three priorities in choosing their BSP

Figure 4: Example screenshot of the Servicepoint Dashboard

Figure 5: Hardware backup service versus online backup service

Figure 6: Concept VAS strategy utilising multiple sales channels

Figure 7: Internet TV features ranked in terms of importance