Quad Play Report 2011-2016: Strategies for a Converged Future
Visiongain
December 6, 2011 117 Pages - SKU: VSG6784594
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Retaining and Building Customer Base in Times of Economic Turbulence
With price wars ongoing, revenues dwindling, and an industry leaning towards fixed-mobile convergence in many markets, what can operators do to stay ahead of the curve?
Multi play packages are emerging as a dominant strategy in markets across the globe, as their promises of convergence, personalisation, ease of use, financial savings, and unified billing prove increasingly attractive to customers in a competitive market. Quadruple play - the bundling of broadband, television, fixed-line and mobile telephony, enlisted from a single service provider - is the commercial zenith that telcos and cablecos are building towards.
Visiongain's report demonstrates through case studies and investigation of the world's major markets how quad play strategy has substantial impact on church reduction, ARPU growth, and competitive advantage. Over the report's five year forecast period (2011-2016), early and effective multi play positioning will separate dominant telcos from the rest of the pack, determining who will sustain growth in a competitive global market characterised by frugal customers with high expectations.
In changing economic times, customer loyalty is the product of inexpensive, easy-to-use multimedia services. Operators will make their mark by forging partnerships, heeding customer usage surveys, expanding their value-added services, and adopting cost-effective multi play strategies. These are the building blocks of a market that visiongain values at US $125.3 billion globally, with prospects of steady and considerable growth over the forecast period.
Sizing up Existing Offerings
Visiongain's Quad Play Report provides close, detailed analysis of four companies' multi play offerings: América Móvil, AT&T, Virgin, and SingTel. They operate in different markets, have disparate business structures, and entered quad play at separate junctures. Each of these companies provides a blueprint for successes and potential gains to be made through service bundling, as well as comparative analysis of the most recent pricing structures and offerings.
Global Outlook
Visiongain's reports provide broad, international perspective. It examines quad play's influence and viability in North America, Europe, Asia-Pacific, Latin America, and the Middle-East and North Africa. Through detailed analysis of each market it discerns predominant quad play trends, pricing strategies, prevailing value-added-services, potential for church reduction and revenue growth, individual popularity of quad play features, and forecasts industry growth for regional market segments.
What is Unique about this Report?
Visiongain research presents independent, unbiased, and detailed analysis, presented in easily digestible terms. Through key industry contacts, our primary and secondary research provides you with the very latest, accurate market data available.
Who needs to read this report?
The positive outcomes of quad play strategy are well-documented and incontestable. Visiongain's research reveals how and why MNOs and MVNOs have used quad play to cement themselves in their respective markets and why moving towards converged solutions is the most economically practicable and intuitive business model from both a consumer and enterprise-oriented standpoint.
- Television Networks
- The battle for quad play dominance among industry rivals will be, to a large degree, determined by content. Faced with a few comparably-priced options, the quality of media content (specifically video content) will direct a consumer's choice. Thus, content producers glean better understanding of their output's value and learn how to establish smart, fruitful partnerships in an industry that is reliant upon them for survival.
- Equipment Vendors
- The IP Multimedia Subsystem is the future of convergence and convergence is the future of telecommunications. As infrastructure becomes open and standardised across a range of services, support of multimedia telephony and voice call continuity will be an invaluable asset. Manufacturers at the forefront of this transition stand to reap considerable benefits.
- Internet Service Providers
- Well-maintained and extensively deployed fibre-optic networks are a tremendous commodity on the quad play market. This report details how infrastructure and range of influence can heavily dictate a company's success in amassing and retaining customers.
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Additional InformationReport Excerpt
3.3.1.4 Impact on Churn with Triple and Quad Play
As an MVNO that has been operating a quad play strategy for five years, Virgin’s subscription numbers offer firm evidence for triple and quad play’s impact upon churn reduction.
In 2Q11 Virgin UK posted losses of 36,000 customers (21,200 of who subscribed to Virgin’s TV service and 12,600 to broadband) despite declaring a 3.2% AGR in ARPU and sequential revenue increase of 2.2% for that quarter.
Companies Listed
3 UK
Alcatel-Lucent
América Móvil
AOL
AT&T
Bouygues Telecom
BT
Cablecentro
Carso Global Telecom
China Mobile
China Telecom
China Unicom
Cisco
Claro
Comcel Colombia
Deutsche Telekom
Digicel
Embratel
Ericsson
Everything Everywhere
Facebook
Foxtel
France Telecom
Google
Grupo Televisa
Huawei
Iusacell
KPN
Meru Networks
Metro PCS
Microsoft
mmO2
MobilKom Austria
Mobile Broadband Network Ltd.
Net Servicios
Net Virtua
Netgem
New Zealand Telecom
Nokia Siemens
NTL-Telewest
Oi Brazil
Optus
Orange
Pipex
Prodigy Communications
Reggefibre
Research in Motion
Samsung
Satelcaribe
SFR
SingTel
SingTel
Sky
Skype
Spotify
Sprint
StarHub
Swisscom
TalkTalk
Telcel
Telecom Italia Mobile
Telefónica
Telia Sonera
Telstra
Tiscali
T-Mobile
Toshiba
TracFone Wireless
TV Globo
Twitter
Verizon Wireless
Virgin
Vivo
Vodafone
Yahoo!
ZTE
- Executive Summary
- E1 World Markets Moving Towards Converged Services
- E2 Market Opportunities
- E3 Modification of Business Models
- E4 Identification of Industry Markers
- E5 Key Findings of This Report
- 1. Media Consumption in a Converged World
- 1.1 Growth in Mobile Subscribers
- 1.2 Dwindling Operator Revenues
- 1.2.1 Fixed-Mobile Substitution
- 1.2.2 Fixed-Mobile Convergence
- 1.3 Trends in Household Entertainment
- 1.3.1 Television
- 1.3.2 Broadband
- 1.3.3 Connected Homes
- 1.3.4 What is Quad Play?
- 1.4 Churn Reduction
- 1.4.1 Revision of Price Structures
- 1.5 Unique Threats to Each Media Industry
- 1.6 The Road to Convergence
- 1.6.1 IMS
- 1.6.1.1 IMS and IPTV
- 1.6.1.2 Early Adopters
- 1.6.1.3 Asia-Pacific Lead IMS Market
- 1.6.1.4 Subscribers
- 1.7 Brand Differentiation
- 1.8 Aim
- 1.9 Key Questions Answered by this Report
- 1.10 Scope
- 1.11 Target Audience
- 1.12 Methodology
- 2. Advent of New Technologies
- 2.1 Omnipresence and Multi-purpose Applications of Mobile
- 2.1.1 Mobile VoIP
- 2.1.2 Wi-Fi Telephony
- 2.1.2.1 Femtocells
- 2.1.3 Mobile Phones as Media Consumption Devices
- 2.1.3.1 Mobile TV and Video
- 2.2 Changing Face of Television
- 2.2.1 HDTV and 3DTV
- 2.2.2 Reaction from Providers
- 2.2.3 An Insulated Industry
- 2.3 Broadband: Fixed and Mobile
- 2.3.1 Fibre to the Home (FTTH)
- 2.3.2 Fibre to the Building (FTTB)
- 2.3.3 Consumer Wants
- 2.4 Other Opportunities and Enablers for Quad Play Progress
- 2.4.1 Home Area Networking
- 2.4.2 Personal Cloud
- 3. Quad Play: Operator Case Studies
- 3.1 América Móvil
- 3.1.1 América Móvil's Range of Influence
- 3.1.2 Early Establishment and Market Dominance in Mexico
- 3.1.3 Dividing and Conquering
- 3.1.4 Reconstruction of a Fractured Empire
- 3.1.5 Quad Play and Multi Play Offerings
- 3.1.5.1 Brazil
- 3.1.5.2 Threats to Brazilian Quad Play
- 3.1.5.3 Mexico
- 3.1.5.4 Colombia
- 3.1.5.5 Chile
- 3.2 AT&T
- 3.2.1 Value-Added Services
- 3.2.1.1 U-Verse Response to Customer Demand
- 3.2.1.2 Integrating Smartphones into the Television Experience
- 3.2.1.3 100% IPTV
- 3.2.2 Pricing
- 3.2.3 Brand Differentiation
- 3.2.4 AT&T's Quad Play Demonstrates Marked Impact in US Market
- 3.2.4.1 Capital Expenditures
- 3.2.4.2 Comparative Advantage
- 3.3 Virgin
- 3.3.1 Virgin UK
- 3.3.1.1 Pioneer Status
- 3.3.1.2 Virgin Mobile UK
- 3.3.1.3 Strengthening the Broadband
- 3.3.1.4 Impact on Churn with Triple and Quad Play
- 3.3.1.5 UK Partnerships
- 3.3.1.6 Quad Play Gains
- 3.3.1.7 Absolute Advantage
- 3.3.2 Virgin France
- 3.3.2.1 The Gauntlet Match of European Mobile
- 3.3.2.2 French Partnerships
- 3.2.2.3 Virgin's Winning Strategy
- 3.4 SingTel
- 3.4.1 Singapore: Big Fish in a Small Pond
- 3.4.1.1 mio TV
- 3.4.1.2 mio Bundles
- 3.4.2 Optus
- 3.4.2.1 Partnership with Foxtel
- 3.4.2.2 Pricing
- 3.4.3 Asia-Pacific and Africa
- 4. Forecasting Quad Play Growth
- 4.1 Roads to Quad Play
- 4.1.1 Bundles
- 4.1.2 Network Consolidation
- 4.1.3 FMC Impact
- 4.1.3.1 T-Mobile
- 4.1.3.2 Vodafone
- 4.1.3.3 Plantronics Calisto 800-series
- 4.2 Europe
- 4.2.1 Mergers and the Changing Face of European Telephony
- 4.3 North America
- 4.3.1 The Rise of IPTV
- 4.3.2 Tapered Decline of Fixed-Line Telephony
- 4.3.3 Convergence
- 4.3.4 Quad Play Forecasts
- 4.4 Asia-Pacific
- 4.4.1 China: Large Market with Small Quad Play Penetration Prospects
- 4.4.1.1 IPTV in China
- 4.4.1.2 The Success of Mobile Broadband
- 4.4.1.3 Forecasts for China
- 4.4.2 Japan
- 4.4.2.1 NTT DoCoMo
- 4.5 Latin America
- 4.6 MENA
- 5. Strategies for Quad Play
- 5.1 Responding to Customer Wants
- 5.1.1 Positioning
- 5.2 Technology
- 5.3 Forging Partnerships and Keeping Track of Competitors
- 5.4 Pricing Schemes
- 5.5 Brand Differentiation
- 5.5.1 Quad Play as an MVNO Strategy
- 5.6 Sustainability
- 5.6.1 Managed Services
- Glossary
- Appendix A
- About visiongain
- Appendix B
- Visiongain Report Evaluation Form
- List of Charts in this Report
- Chart 1.1: Global Mobile Subscribers (2011-2016)
- Chart 1.2: Global FMC Subscriptions (2011-2016)
- Chart 1.3: Global Television Households (2011-2016)
- Chart 1.8: IMS Subscribers (2011-2016)
- Chart 2.1: Global mVoIP Subscribers
- Chart 2.2: Global Market mVoIP
- Chart 2.3: Global Shipments of Wi-Fi Handsets
- Chart 2.4: Global Femtocell Market Value
- Chart 2.5: Growth of Mobile Data Revenues
- Chart 2.6: Global Mobile TV Revenues
- Chart 2.7: Fluctuation of ASP for LCD TVs (2010-2011)
- Chart 2.8: Worldwide HDTV Shipments
- Chart 2.9: Penetration of HDTV Content in US and UK Homes (2011-2016)
- Chart 2.10: Regional Fixed Broadband Subscriptions (2011)
- Chart 2.11: Region Fixed Broadband Subscriptions as Share of Global Market (2011)
- Chart 2.12: Fixed Broadband Penetration Within Regional Markets (2011)
- Chart 3.3: América Móvil Subscriber Numbers (2010-2011)
- Chart 3.4: América Móvil Subscription Share by Type (2010-2011)
- Chart 3.5: América Móvil's Annual Growth Rate by Service (2010-2011)
- Chart 3.6: Claro Chile Revenues and Mobile Subscribers (2010-2011)
- Chart 3.10: AT&T Video Subscriber Segment
- Chart 3.12: Virgin UK Mobile Subscribers (2007-2011)
- Chart 3.13: Virgin UK Customer Losses by Number of Subscriptions (2011)
- Chart 3.14: Virgin UK Customer Base by Subscription Type (2011)
- Chart 3.16: French Mobile and Broadband Connections by Provider (2011)
- Chart 3.17: French Mobile and Broadband Market Share by Provider (2011)
- Chart 3.19: Singaporean Media Market (2011)
- Chart 3.20: SingTel Singapore Market Operating Revenues (2010-2011)
- Chart 4.1: Regional Multi Play Market Revenues (2011)
- Chart 4.2: Regional Multi Play Market Revenues (2016)
- Chart 4.3: Households Subscribed to Multi Play Bundles (2016)
- Chart 4.5: Europe Multi Play Revenues (2010-2016)
- Chart 4.6: European Multi Play Revenue Shares by Country (2016)
- Chart 4.7: IPTV Household Subscriptions in the US (2011-2016)
- Chart 4.8: North American Mobile and Quad Play Subscribers* (2011-2016)
- Chart 4.9: Household Media Subscriptions in North America (2010-2016)
- Chart 4.11: Comparison Between China and France - The World's Leading IPTV Markets
- Chart 4.13: Latin America Multi Play Market Value (2011-2016)
- Chart 4.14: Distribution of Latin America's Multi Play Subscriptions (2016)
- Chart 5.2: Quad Play Lifecycle in Developed Markets
- Chart 5.3: Quad Play Lifecycle in Developing Markets
- Chart 5.4: Factors Influencing Customers Towards Quad Play
- List of Figures in this Report
- Figure 1.4: Basic Quad Play Structure
- Figure 1.5: Quad Play Value Chain
- Figure 1.7: IMS Architecture
- Figure 2.13: Fibre to the Premises Models
- Figure 3.8: AT&T's LTE Coverage in the US (3Q11 2011)
- Figure 4.4: Plantronics Calisto 835 Smart Speakerphone
- List of Tables in this Report
- Table E.1: Companies Examined in This Report
- Table 1.6: Threats and Solutions for Providers
- Table 1.9: Salient Points of Brand Differentiation in Quad Play
- Table 2.14: Technologies Pertaining to Quad Play Strategy
- Table 3.1: Comparison of Markets and Companies Studied
- Table 3.2: América Móvil's Networks and Service Provision in Latin America
- Table 3.7: Selection of AT&T Content-Related Apps
- Table 3.9: AT&T's Successful Quad Play Strategy
- Table 3.11: Comparative Analysis of AT&T's U-Verse and Verizon's FiOS Results (3Q11)
- Table 3.15: Virgin's Performance Against Other UK Mobile Service Providers (2011)
- Table 3.18: Selected SingTel Operations and Positioning for Quad Play
- Table 4.10: Factors Influencing US Internet Users to Switch from Fixed to Mobile
- Table 4.12: DoCoMo's Converged Services
- Table 5.1: Quad Play SWOT Analysis
- Table 5.5: Examples of MVNO Quad Play Strategies
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