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| Countries covered: Asia This Frost & Sullivan research service titled Converged Services Opportunity in APAC provides a detailed analysis of the existing converged services strategies employed by communication service providers (CSPs) in the Asia Pacific (APAC) region. It also provides key insights and highlights the strategic levers for the growth of converged services in the Asia Pacific. In this research, Frost & Sullivan's expert analysts thoroughly examine the following markets: wireless, Wireline, Pay TV, and the Internet. Market Overview Converged Services Emerges the Key to Greater Revenues for APAC Communication Service Providers In the intensely competitive communications and information technology industry in both developed and emerging Asia Pacific markets, converged services have become an effective marketing strategy to generate more revenue and expand the subscriber base for service providers. Telecom carriers can look to cash in on communication service providers' (CSPs') need to arrest their falling average revenue per user (ARPU) and minutes of use (MoU). They can help them achieve this by bundling services and distributing CSPs' capital and operational expenses among multiple service lines. Service bundling has been prompted not just by the availability of technology, competitive pressures, and regulatory environment relaxation but also by the demand for such services from most markets and industries that are eager to avail financial as well as non-financial benefits from sourcing multiple services from a single supplier. Apart from attractively priced bundled packages, participants are also offering customer loyalty programs and introducing one-stop customer service centers as well as a single monthly billing statement to improve customer retention. Converged services is crucial to stay afloat in the market since the Internet protocol (IP) has revolutionized the world of communication and entertainment and blurred the boundaries between telephony providers, Internet service providers (ISPs), and television or video service providers. “IP, sessions initiation protocol (SIP), and other protocols that have made applications such as voice over Internet protocol (VoIP) possible have continued to decimate the value of basic access services, while augmenting revenue opportunities from applications that can be delivered over those access networks,” says the analyst of this research. Nevertheless, CSPs need to be wary of some major issues before jumping onto the converged services bandwagon. They will have to be prepared for the considerable investment costs for 'quadruple play' and the high entry barriers due to the existence of service providers with ‘triple play’ and ‘quadruple play’ capabilities. Moreover, they will have to ensure excellent service since a bundled strategy based solely on low prices may not work in the absence of quality of service (QoS) and service contents. Carriers must also take care not to intimidate or confuse customers with complex bundles with different price points. They will have to design the pricing and promotional packages in a way that simplifies the concept of bundling and highlights its economic advantage. The overall intricacy of delivering multiple services has increased, especially for the carriers that need to operate both circuit-switched and IP networks. Hence, carriers must take care to adopt multiple access technologies as well as revamp back-end processes to optimize billing, provisioning, and rapid roll out of multiple services. They should also foster a 'true' bundling culture among customer-facing employees and give precedence to integrated marketing efforts over product-specific marketing. “Carriers will do well to explore unconventional distribution channels for bundled service customers as well as differentiate their services by offering an integrated service experience to subscribers,” notes the analyst. “Converged services, if executed in a right manner, will help CSPs solidify their position in the areas of branding, product differentiation, innovative services, and market share protection.” |
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