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Published by: Pyramid Research
Published: Sep. 1, 2007 - 100 Pages
Table of Contents
- Table of contents
- Table of exhibits
- Acronyms and abbreviations
- Companies mentioned in this report
- Executive summary
- Section 1: The demise of pure play and the necessity of triple play
- 1.1 Options to fill the gap in the portfolio: build, acquire, or partner
- 1.2 The irrelevance of the “subscriber” and the advent of the RGU
- Section 2: Multi-play positioning and pricing strategies
- 2.1 Discounts reign supreme
- 2.2 More than a single-bill proposal, quad play is about richer service combinations
- Country snapshot — Why Canada is one of the world’s leading triple-play markets
- 2.3 The flip side of discounts: potentially declining revenue
- 2.4 Revenue preservation through multi-play works better for some than others
- 2.5 Using “free” services to drive growth
- 2.6 Providing value beyond price
- 2.7 Can operators charge a premium for VoIP?
- 2.8 Multi-play offerings lacking TV will be a difficult sell in medium term
- 2.9 A segmented approach can extend the reach of triple play
- 2.10 The future of multi-play: from bundled services to blended services
- Section 3: Service bundling and the challenge of regulations
- Country snapshot — Brazil: service providers adjust to the challenge of regulating multi-plays
- Country snapshot — Mexico: a convergence agreement and asymmetric regulations
- Section 4: Measuring the bottom line: triple play will drive margins for some players only
- 4.1 Bundles are good for cable
- 4.2 Multi-play not as good for telcos, but they still need it
- 4.3 For satellite and mobile players, multi-play will hurt margins
- 4.4 Pure integrated players (FastWeb/Free Telecom) see high margins
- Section 5: Bundled services forecasts
- Section 6: Carrier multi-play profiles: positioning, pricing, performance
- BSkyB: Using triple play to protect core TV business
- A mix of technologies enables triple play
- Triple play with free voice and broadband
- Responding to competitive pressures
- Triple play helps ARPU
- Lessons learned
- Clearwire: Looking to partnerships to push WiMAX-based triple play
- Triple play enabled by partnerships in the works
- Discounts in exchange for customer agreements
- Competitive prices but less value
- An increase in ARPU
- Quad play on the horizon with additional partnerships
- Comcast: Pushing large bundled discounts, seeing top-line and bottom-line success
- All-cable triple play
- More aggressive on discounts
- Triple play driving broadband growth?
- Number one in triple-play market share
- Comcast quad play: beyond the bundle
- Lessons learned
- NET Serviços: Using triple play to drive broadband share in Brazil
- The first Brazilian player to offer triple play
- Pricing: 20 package combinations
- Competitive against telco/DTH bundles
- Using triple play to drive broadband market share
- Verizon Communications (US) — Triple play to protect voice, pushing fiber
- A PSTN-inspired triple-play package
- No major discounts here
- Priced at the same level as cable, but not as discounted
- Triple-play market share could be better
- Lessons learned
- Virgin Media: Facing a challenging triple-play environment, and quad-play uptake is still slow
- Early to the quad-play game
- Insistent on discounting
- Protecting the landline business
- An increasingly competitive market for multi-play
- Rising triple-play penetration but flat revenue
- More mobile customers under contract
- Lessons learned
- Vodafone Arcor: A mobile operator gets into DSL to maintain revenue share
- Bundled service offers led by substitution
- Mobile quad play opportunities: mobile TV and femtocells
- Lessons learned
- VTR: A tiered approach to service bundles — one size doesn’t fit all
- Three tiers of triple play
- Competitive pricing
- Number one in triple play
- Quad-play opportunities?
- Lessons learned
- Additional resources
AbstractMulti-play business models continue to gain in popularity across the telecom and media space. At the end of 2006, more than 40% of Canada’s households subscribed to a triple-play package, and nearly 40% of British households subscribe to some form of packaged bundle. The trend has shattered traditional service lines and compelled players with gaps in their portfolios to scramble to offer their own competitive bundles. Telcos have become strong players in the content space, with some starting pay-TV operations from scratch. Satellite players are beginning to offer VoIP; even steadfast pure-play mobile operators like Vodafone have felt compelled to get into the broadband business.
Is this all worth it? Pyramid Research’s new report, From Triple-play to Quad-play: Strategies, Business Models, and Best Practices, provides an in-depth examination of the evolution of multi-play models. Building on case studies and examples from dozens of telco, cable, satellite, and other multi-play providers around the world, the report analyzes multi-play positioning (it’s about protecting the core), pricing (discounts dominate), and the bottom-line performance of triple play (mixed). The report also reviews the emergence of multi-play models driven by a new breed of players (mobile, satellite, WiMAX), and proposes a rethinking of the concept of quad play.
Key questions answered
- Is triple play indispensable? Is quad play worth it?
- What multi-play value propositions have proven most successful?
- What is the current proportion of customers with bundled packages, and what is the expected evolution over the next five years?
- Is triple play profitable? What type of impact does the evolution to bundles have on margins?
- What is the optimal approach for service providers to filling the gaps in their portfolios? Acquire, partner, or build?
- How can pure-play satellite and mobile operators compete in a multi-play environment?
- Which players derive the most benefit from bundling?
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