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X-play And Service Bundling: Strategies In The Asia-pacific Market

Product Type: Market Research Report
Published by: Ovum Plc
Published: November 2007
Product Code: R464-667
Description
As in Europe, customers in Asia-Pacific are increasingly purchasing two or more telecommunications services. Apart from fixed telephony, Asia-Pacific customers in the region are heavy users of mobile services, and several Asia-Pacific markets lead in the penetration of broadband services. Hong Kong is the world’s leading IPTV market.

However, there are important differences between the Asia-Pacific region and other developed markets like Europe and North America. Overall, we see bundling having a smaller place amongst Asia-Pacific operators than in other parts of the world, especially in less developed markets:

compared to North America, DSL faces less competition from cable in some important Asia-Pacific markets. For this reason, cable has not been as important a catalyst for triple-play offerings, and television currently plays a small role in bundling in most markets. Singapore, Korea and Japan are amongst the exceptionscompared to Europe, access regulation in the Asia-Pacific region is less advanced and broadband resale is less important, which reduces price competition. Also there are few moves towards naked DSL across the region. These factors have reduced the need for incumbent operators to discount bundles and to differentiate themselves from resale competitorsin addition, regulation limits bundling in some markets such as Korea and Japan, especially by incumbents. This has also reduced incentives for bundling amongst the incumbents’ competitors.
Table of Contents
Key messages
Triple-play in Asia-Pacific: from bundling to integration
Service bundling strategies vary across Asia-Pacific
Bundling and cross-platform integration
Main types of service bundles offered
Dual-play
Triple-play
Quad-play
The roles of service bundling in corporate strategy
Service bundling for incumbents
Service bundling for altnets
Service bundling for mobile operators
Table of figures
Figure 1 Population penetration of broadband, fixed telephony and mobile connections - end 2006.
Figure 2 Asia-Pacific consumer service bundling rests on fixed telephony
Figure 3 Bundle marketing strategy for incumbent telcos
Figure 4 Overall bundle marketing strategy for non-incumbent ISPs
Figure 5 True convergence index, households (thousands)
Figure 6 Overall bundle marketing strategy for cable-TV operators
Figure 7 Overall bundling strategy for mobile operators
Ordering and More Information
Price and Delivery Options


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