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Multiplay in the AME: Pricing Discounts and Value-Added Services are Key Operator Strategies

Multiplay in the AME: Pricing Discounts and Value-Added Services are Key Operator Strategies

Summary

Globally, operators are striving to develop new revenue streams, increase margins and ARPS, retain existing customers and reduce churn. Multiplay bundle services, combining traditional telecom services such as fixed voice, fixed broadband, pay-TV and mobile services, is one of the strategies being adopted by operators in AME to reach these goals. Operators in AME are still highly focused on attracting customers to multiplay bundles through aggressive pricing discounts. However, operators are starting to develop value-added services that can integrate with their multiplay offers as they aim to provide unique experiences to customers.

Key Findings

  • At year-end 2015, the AME region registered 11.3m multiplay households and will reach 28.4m by year-end 2020, witnessing a CAGR of 20.3%. Multiplay adoption growth will be mainly driven by South Africa, Israel, UAE, Saudi Arabia and Qatar, buoyed by high fixed broadband and pay-tv penetration in the region.
  • Multiplay services have a limited presence across AME region due to underdeveloped fixed broadband infrastructure and low fixed penetration rates in most of the countries.
  • Most operators in are primarily focused on price discount as value proposition to promote their multiplay offerings. However, operators are increasingly starting to enhance their multiplay offerings by integrated it with innovative value-added services.
Synopsis

Multiplay in the AME: Pricing Discounts and Value-Added Services are Key Operator Strategies’ is a Telecom Insider by Pyramid Research, provides an executive-level overview of the multiplay services market in the AME region, with forecasts of key indicators up to 2020. It delivers deep quantitative and qualitative insight into the multiplay services market, analyzing key trends on fixed-mobile convergence, assessing business models and pricing strategies and evaluating market players. It provides in-depth analysis of the following:
  • Market size and forecast: a look at the total market size and forecast for multiplay services in Africa and Middle East.
  • Multiplay value proposition: an analysis of the value proposition models that operators implemented in order to foster their multiplay services offer and attract customers.
  • Case studies: this section details the key findings regarding competitive analysis, product offering, pricing strategy, and strategic actions that operators are developing to enhance customer experience of multiplay service users.
Reasons To Buy
  • This Telecom Insider helps executives build proactive, profitable growth strategies by offering comprehensive, relevant analysis of the multiplay services market in Africa and Middle based on insights directly from local market players
  • The report is designed for an executive-level audience, boasting presentation quality that allows it to be turned into presentable material immediately.
  • The broad but detailed perspective will help operators, equipment vendors and other telecom industry players to succeed in the challenging telecoms market.
  • The competitive landscape and the major players are given extra attention, enabling local players or prospective market entrants to gain the insight they need.
  • The report brings several case studies that showcase the business model that operators are implementing regarding multiplay services, triple bundles and fixed-mobile convergence services


Introduction: Regional multiplay market context
Market context
Multiplay in AME
Regulatory framework
Technology as main drivers: unlocking multiplay opportunities
Multiplay business approach
FTTH/B in the multiplay context
Multiplay value propositions for operators
Multiplay value proposition
Multiplay pricing value proposition
Multiplay product differentiation value proposition
Multiplay high quality of customer service value proposition
Market details: Case studies
South Africa: Telkom
Morocco: Maroc Telecom
UAE: Etisalat
Conclusions: Key findings and recommendations
Appendix: Acronyms and definitions
List of Tables
EXHIBIT 1: FIXED BROADBAND AND PAY-TV PENETRATION MATRIX, SELECTED COUNTRIES, AME, 2016
EXHIBIT 2: MULTIPLAY HOUSEHOLDS BY TYPE OF BUNDLE, AME, 2016
EXHIBIT 3: MULTIPLAY MARKETS BY REGION, 2015 VS. 2020
EXHIBIT 4: TOTAL MULTIPLAY SERVICES REVENUE, AME, 2014-2020
EXHIBIT 5: AVERAGE MONTHLY PAY-TV SPEND, SELECTED COUNTRIES, AME, 2015 VS. 2020
EXHIBIT 6: SELECTED MULTIPLAY BUSINESS APPROACHES, AME
EXHIBIT 7: FTTH/B EVOLUTION AND CAGR, SELECTED COUNTRIES, AME, 2016 VS. 2021
EXHIBIT 8: MULTIPLAY PORTFOLIO, SELECTED OPERATORS, AMERICAS, 2016
EXHIBIT 9: OPERATOR’S KEY VALUE PROPOSITION FOR MULTIPLAY, SELECTED OPERATORS, AME, 2016
EXHIBIT 10: UNBUNDLED VS. BASIC BUNDLED PRICING STRATEGY, SELECTED OPERATORS, AME, JULY 2016
EXHIBIT 11: THE NEW MULTIPLAY MODEL, 2016
EXHIBIT 12: CONVERGENCE ROAD MAP, 2016
EXHIBIT 13: CUSTOMER JOURNEY FOR MULTIPLAY SERVICES, 2016
EXHIBIT 14: STRATEGIC CUSTOMER SERVICE ACTIONS FROM SELECTED OPERATORS, AME, 2016
EXHIBIT 15: KEY FACTS, MULTIPLAY OFFERING, TELKOM, SOUTH AFRICA, 2016
EXHIBIT 16:TELKOM SOUTH AFRICA PRICING AND PROMOTION BUNDLING MODEL, SOUTH AFRICA, 2016
EXHIBIT 17:MULTIPLAY USER EXPERIENCE STRATEGY, TELKOM, SOUTH AFRICA, 2016
EXHIBIT 18:KEY FACTS, MULTIPLAY OFFERING, MAROC TELECOM, MOROCCO, 2016
EXHIBIT 19:PRICING AND PROMOTION BUNDLING MODEL, MAROC TELECOM, MOROCCO, 2016
EXHIBIT 20:MULTIPLAY USER EXPERIENCE STRATEGY, MAROC TELECOM, MOROCCO, 2016
EXHIBIT 21:KEY FACTS, MULTIPLAY OFFERING, ETISALAT, UAE, 2016
EXHIBIT 22:PRICING AND PROMOTION BUNDLING MODEL, ETISALAT, UAE, 2016
EXHIBIT 23:MULTIPLAY USER EXPERIENCE STRATEGY, ETISALAT, UAE, 2016
List of Figures
EXHIBIT 1: FIXED BROADBAND AND PAY-TV PENETRATION MATRIX, SELECTED COUNTRIES, AME, 2016
EXHIBIT 2: MULTIPLAY HOUSEHOLDS BY TYPE OF BUNDLE, AME, 2016
EXHIBIT 3: MULTIPLAY MARKETS BY REGION, 2015 VS. 2020
EXHIBIT 4: TOTAL MULTIPLAY SERVICES REVENUE, AME, 2014-2020
EXHIBIT 5: AVERAGE MONTHLY PAY-TV SPEND, SELECTED COUNTRIES, AME, 2015 VS. 2020
EXHIBIT 6: SELECTED MULTIPLAY BUSINESS APPROACHES, AME
EXHIBIT 7: FTTH/B EVOLUTION AND CAGR, SELECTED COUNTRIES, AME, 2016 VS. 2021
EXHIBIT 8: MULTIPLAY PORTFOLIO, SELECTED OPERATORS, AMERICAS, 2016
EXHIBIT 9: OPERATOR’S KEY VALUE PROPOSITION FOR MULTIPLAY, SELECTED OPERATORS, AME, 2016
EXHIBIT 10: UNBUNDLED VS. BASIC BUNDLED PRICING STRATEGY, SELECTED OPERATORS, AME, JULY 2016
EXHIBIT 11: THE NEW MULTIPLAY MODEL, 2016
EXHIBIT 12: CONVERGENCE ROAD MAP, 2016
EXHIBIT 13: CUSTOMER JOURNEY FOR MULTIPLAY SERVICES, 2016
EXHIBIT 14: STRATEGIC CUSTOMER SERVICE ACTIONS FROM SELECTED OPERATORS, AME, 2016
EXHIBIT 15: KEY FACTS, MULTIPLAY OFFERING, TELKOM, SOUTH AFRICA, 2016
EXHIBIT 16:TELKOM SOUTH AFRICA PRICING AND PROMOTION BUNDLING MODEL, SOUTH AFRICA, 2016
EXHIBIT 17:MULTIPLAY USER EXPERIENCE STRATEGY, TELKOM, SOUTH AFRICA, 2016
EXHIBIT 18:KEY FACTS, MULTIPLAY OFFERING, MAROC TELECOM, MOROCCO, 2016
EXHIBIT 19:PRICING AND PROMOTION BUNDLING MODEL, MAROC TELECOM, MOROCCO, 2016
EXHIBIT 20:MULTIPLAY USER EXPERIENCE STRATEGY, MAROC TELECOM, MOROCCO, 2016
EXHIBIT 21:KEY FACTS, MULTIPLAY OFFERING, ETISALAT, UAE, 2016
EXHIBIT 22:PRICING AND PROMOTION BUNDLING MODEL, ETISALAT, UAE, 2016
EXHIBIT 23:MULTIPLAY USER EXPERIENCE STRATEGY, ETISALAT, UAE, 2016

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