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REPORT

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Quad-Play and Service Bundling Strategy, Market Analysis & Forecasts 2009

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Publication date: 05/01/2009
Number of Pages: 202

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Companies Listed

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Quad play and the idea of service bundling have existed for a few years now. There have been a number of companies trying to initiate the concept, such as the likes of Virgin Media and France Telecom. But how successfully have these original pioneers been in promoting quad play to consumers? Do these companies still place as much focus on the concept as they did when they first launched them in terms of marketing and promotion? Or have these companies neglected their quad play ambitions to focus on other goals? This report will tell you.

Nevertheless, quad play is still a relatively new concept for many service providers around the world. Consequently a variety of new quad play and triple play services are emerging, whilst others weigh up the pros and cons of entering this market. What will be the most appropriate and successful regions to offer bundled services?

Service providers must take careful consideration when deciding whether or not to expand their service portfolio. With the appropriate setup, price structures and marketing in place, bundling services can prove to be successful in a number of ways. However during a period of economic difficulty in many regions around the world, which service providers can even consider establishing new services? How will the credit crunch affect triple play and quad play uptake around the world?

Subscribers can benefit from the added convenience bundled services provide as they no longer need to purchase services from multiple operators. Providers are also able to benefit from new market opportunities as an outcome of offering multi play services. The bundle market is set to expand in the future with companies looking to increase its service portfolio as operators increasingly look to provide customers fully converged solutions. Taking the appropriate action at an early stage will ensure you are part of the new and developing markets.

The latest visiongain report, Quad-Play and Service Bundling Strategy, Market Analysis & Forecasts 2009 provides an in depth assessment of the multi-play market. The report provides comprehensive case studies of the major participants and regions around the world, with particular focus on the European, US and Asia-Pacific markets. What does the future hold for these regions? Which region should you be focusing your attention towards? Where does your company fit in? The report provides valuable information for telcos, cable companies, mobile operators, satellite DTH providers and financial services amongst others, in where they should be focusing their attention.

Reading this report will provide you with the following information:
• What challenges does adding wireless to the bundle present?
• What are the market drivers? Is any of it demand-driven?
• What are the barriers?
• Who offers quadruple play worldwide?
• What is the pricing, user uptake, impact on ARPU and churn reduction and other KPIs?
• How does bundling differ by region?
• What benefits does/can quadruple play bring to the triple play offering?
• What benefits does quadruple play bring to consumers?
• What should a successful quadruple play strategy entail?
• How successful has quad play and other bundled services been thus far?
• How can providers work successfully during difficult economic conditions?
• What is the public opinion towards quad play?
• What mistakes have been made by providers in offering quad play and what improvements can be made in the future?

The multi-play market is still in its infancy and as such it is not too late to enter into it and enjoy the benefits that can be obtained from it. Consumers are increasingly being more cautious in the manner that they spend their money, thanks largely to the economic downturn. Subsequently providers need to ensure that their business strategy is adequate and will help them appeal to consumers. Reading this report will therefore provide service providers with the valuable information they need in deciding how best to operate in multi-play market.

Who needs to buy this report
• Mobile/Cellular operators
• Telcos
• Cable companies
• Fixed line providers
• Satellite DTH providers
• Handset and other equipment manufacturers

Visiongain is a trading partner with the US Federal Government
CCR Ref number: KD4R6

1.    Executive Summary
1.1. Evolution of the telecoms and entertainment markets
1.2. Market Opportunities
1.3. Major market Trends
1.3.1.      Significant growth in mobile subscribers
1.3.2.      Falling operator revenues
1.3.3.      Outsourcing grows in popularity
1.4. Future of the Wi-Fi market
1.5. Evolution of household entertainment media
1.5.1.      Importance of broadband access
1.5.1.1.    IPTV prospects
1.6. Evolution of bundled service packages
1.7. Business models
1.8. Conclusions

2.    Introduction
2.1. Overview
2.2. Bundle Definition
2.2.1.      Triple Play Definition
2.2.2.      Quad Play definition
2.3. Cable vs. Telcos approach to bundling
2.4. Typical Price Structures
2.5. Convergence
2.5.1.      Quad Play to Any Play
2.6. IMS
2.7. Report Methodology
2.7.1.      Organisation of the Report
2.7.2.      Aims and Focus of this Report

3.    Issues To Consider
3.1. New Technologies
Chart 3.1: Global Hybrid Cellular/WLAN Handset
3.2. World Economy
3.2.1.      Responses to Falling Revenues
3.3. Must Have and Nice to Have Services
3.4. Value of Triple/Quadruple Play to Service Providers
3.5. Revenue Generating Options
3.5.1.      Fixed Telephony
3.5.2.      Broadband
3.5.3.      IPTV
3.5.4.      Wi-Fi Telephony
3.5.5.      Consumer VoIP Telephony
3.5.6.      Mobile Services
3.5.7.      Mobile and VoIP

4.    Global Market Analysis and Forecasts
4.1. Market Overview
4.2. IPTV is the key to effective bundling
4.3. IPTV is the way forward as long as the applications are right
4.4. The Mechanism Behind IPTV
Table 4.1: Vendors providing IPTV technologies, 2008
4.5. IPTV Market Drivers
4.5.1.      Broadband penetration on the rise
Chart 4.1: World Internet Distribution, Q2 2008 Chart 4.2: World Broadband Distribution, Q2 2008 Chart 4.3: Broadband Technology Distribution, Q2 2008
4.5.2.      Competition between cable operators and telcos boost to IPTV market
4.5.3.      Choice of Content is Expanding
4.5.4.      Fibre to the home boost IPTV distribution
4.5.5.      High definition broadcasting is creating a demand for IPTV services
4.5.6.      Higher expectations among users make them look around for better services
4.6. IPTV market challenges
4.6.1.      Technical challenges
4.6.2.      Content challenges
4.7. Commercial challenges
4.8. IPTV Market Restraints
4.8.1.      Regulatory Issues
4.8.2.      Lack of bandwidth
4.8.3.      DSL coverage
4.8.4.      Proprietary technologies
4.8.5.      Consumers education
4.9. Market trends
4.9.1.      Set-top boxes
4.9.2.      Fibre and DSL deployment
4.9.3.      IPTV services market forces
4.10. Target market
4.11. Is there consumer interest in Quad Play?
Chart 4.4: Factors That Would Influence US Internet Users To Purchase Mobile Phone Services From Their Fixed Line Communications Provider, April 2008
4.12. Interest in Convergence
4.13. Demographic and core data
Table 4.2: Global cable/satellite TV, Internet and broadband households, 2008-2013
Table 4.3: Worldwide mobile subscribers and revenues, 2008-2013
Table 4.4: Mobile subscribers % by region, 2008-2013
Table 4.5: Mobile revenues % by region, 2008-2013
Table 4.6: Countries with 100%+ mobile penetration as of Q4 2008
Table 4.7: Cellular mobile services competition (%), 2008
Table 4.8: Top 10 mobile operators by proportionate subscribers, 2008
Table 4.9: Broadband penetration by economies worldwide, 2008
Table 4.10:       Worldwide IPTV subscribers and revenues, 2008-2013
Table 4.11:       IPTV subscriber by region, 2008-2013
Table 4.12:       IPTV revenues by region, 2008-2013

5.    North American Market Analysis and Forecasts
5.1. North Americas
5.1.1.      Market Overview
5.1.2.      Demographic and core data
Table 5.1: North American internet, broadband and cable/satellite TV households, 2008-2013
Table 5.2: North American mobile subscriber and revenues, 2008-2013
Table 5.3: North American mobile subscriber and revenues, 2008-2013
5.1.3.      Services Demand
5.1.4.      Fixed-line displacement
Table 5.4: North American households subscribing to bundled packages (by service type), 2007-2012
5.1.5.      Services revenues provision of bundle services will increase in line with the rise in subscribers
Table 5.5: North American market revenue growth from bundled services, 2007-2012
5.1.6.      Challenges
5.1.6.1.    Lower margins and revenue from promotional offers aimed at attracting customers
5.1.6.2.    Changes associated with OSS/BSS provisioning of a single bill to customers
5.1.6.3.    Costs of implementing a bundling strategy
5.1.6.4.    Developing and managing new relationships needed to offer a wide range of services
5.1.6.5.    Increased competition by new entrants from the IP sector
5.1.7.      Market Drivers
5.1.7.1.    Reduced churn and potential for additional revenue
5.1.7.2.    Improved customer experience
5.1.7.3.    Promotional discounts and offers on bundles
5.1.7.4.    Bundle pricing
5.1.7.5.    Single point of contact for all subscribed services
5.1.7.6.    Competition between telcos, cable companies, and new entrants
5.1.8.      Market Restraints
5.1.8.1.    Badly deployed OSS/BSS systems
5.1.8.2.    Regulatory hurdles that affect deployment of services
5.1.8.3.    High marketing costs associated with customer acquisition
5.1.9.      Market Trends
5.1.9.1.    Merger and Acquisition
5.1.9.2.    Strategic alliances and partnerships
5.1.9.3.    Customer demands
5.1.9.4.    Network and service convergence
5.1.9.5.    Technology
5.1.9.5.1. ADSL
5.1.9.5.2. VCC
5.1.9.5.2.1.      Tango Networks
5.1.9.5.2.2.      Symbian And Cicero
5.1.10.     Bundle Offering
5.1.10.1.   Bundle solutions
5.2. Quadruple play readiness
5.2.1.      US Market
5.2.1.1.    AT&T
5.2.1.2.    Qwest
Table: 5.6 Qwest Individual Services and Prices when bought individually
Table: 5.7 Qwest Discount Bundle Packages
5.2.1.3.    Cablevision
5.2.1.4.    Brighthouse Networks
5.2.1.5.    Comcast
5.2.1.6.    Cox Communications
5.2.1.6.1. Quad Play Progression
5.2.1.6.2. Threat From Cable Company
5.2.1.7.    Time Warner Cable
Table 5.8: Time Warner Bundle Packages
5.2.1.8.    Pivot
5.2.1.8.1. Why Did It Fail?
5.2.1.9.    Verizon
Table 5.9: Verizon Bundle Packages
5.2.2.      Canadian Market
5.2.2.1.    Rogers
Table 5.10: Rogers Company Statistics
5.2.2.2.    Videotron
Table 5.11: Videotron Bundle Prices
5.3. North America Overview

6.    Latin America market analysis and forecasts
6.1. Market Overview
6.2. Demographic and core data
Table 6.1: Latin American internet, broadband and cable/satellite TV households, 2008-2013
Table 6.2: Latin America mobile subscribers and revenues, 2008-2013
Table 6.3: Latin America mobile subscribers and revenues, 2008-2013
6.3. Quadruple play readiness
Table 6.4: Bundle service providers in Latin America
6.3.1.      Argentina
6.3.1.1.    Canal 5 Video Comunicaión
6.3.2.      Brazil
6.3.2.1.    Telemar
6.3.2.2.    Telefonica
6.3.2.3.    Brasil Telecom
6.3.2.4.    Net Servicios
6.3.2.5.    Brazil’s Regulatory Approach
6.3.3.      Mexico
6.3.3.1.    Telmex
6.3.3.2.    Televisa
6.3.4.      Bolivia
6.3.5.      Chile
6.3.6.      Colombia
6.3.7.      Ecuador
6.3.8.      Peru
6.3.9.      Nicaragua
6.3.10.     Venezuela

7.    European Market Analysis and Forecasts
7.1. Market Overview
7.2. European triple play players
Table 7.1   European bundle players, Q2 2008
7.3. Demographic and core data
Table 7.2: European internet, broadband and cable/satellite TV households, 2008-2013
7.4. Services demand
Table 7.3: European households subscribing to bundled services (by service type), 2008-2013
Table 7.4: European mobile subscribers and revenues, 2008-2013
Table 7.5: European IPTV subscribers and revenues, 2008-2013
7.5. European market trends
7.6. Merger and Acquisitions
7.6.1.      Economic Restrictions
7.7. Quadruple play readiness
7.8. European Market
7.8.1.      Virgin Media
Table 7.6: Virgin Media Bundle Packages
Table 7.7: TV Package Details
Table 7.8: Broadband Package Details
Table 7.9: Telephone Package Details
Table 7.10: Mobile Package Details
Chart 7.1: Virgin Media Subscribers
Table 7.11: Virgin Media Revenue
7.8.1.1.    Virgin Media Vs Sky
7.8.1.2.    Success in Deals
7.8.1.3.    Virgin Media Overview – Meeting its Quad Play Objectives?
7.8.2.      Sky
Table 7.12: Sky Subscribers
Table 7.13: Typical Sky Service Bundles
7.8.3.      Sky Mobile
7.8.4.      BT
7.8.4.1.    BT Total Broadband
7.8.4.2.    BT Vision
Table 7.14: BT Vision Package Prices
Table 7.15: BT On-Demand Prices
7.8.5.      Telefonica Europe
7.8.5.1.    UK
Table 7.16: O2 Broadband Prices
7.8.6.      Carphone Warehouse
7.8.7.      Vodafone
7.8.8.      Orange UK
Table 7.17: Orange Bundle Packages
7.8.9.      Tiscali UK
Table 7.18: Tiscali Bundle Packages
7.8.10.     UK Market Overview
Table 7.19: Examples of UK Bundle Packages
7.9. Belgium
Table 7.20: Telenet Company Statistics, Q2 2008
7.10. Baltic and Nordic
7.10.1.     Telenor
Table 7.21: Countries served by Telenor
7.10.2.     Tele2
7.10.3.     TeliaSonera
7.11. Switzerland
7.11.1.     Cablecom
Table 7.22: Cablecom Statistics, Q3 2008
7.11.2.     Swisscom
Table 7.21: Swiss Bundle Packages
7.12. Germany
7.12.1.     Deutsche Telecom
7.12.2.     Kabel Deutschland
7.13. Italy
7.13.1.     Telecom Italia
7.13.2.     Tiscali
7.13.3.     Fastweb
7.14. France
7.14.1.     France Telecom
7.14.2.     SFR
7.14.3.     Bouygues Telecom
7.15. Spain
Table 7.22: Telefonica Statistics
7.16. Portugal
Table 7.23: Meo Base Offer Details
Table 7.24: Portugal Telecom Wireless Services Information
7.16.1.     UZO
7.16.2.     TMN
7.17. UPC
Table 7.25: UPC Statistics 2007-2008
Table 7.25: Countries served by UPC
7.18. Bulgaria
7.18.1.     Max Telecom
7.19. Georgia
7.20. Poland
7.20.1.     Aster
Table 7.26: Aster Service Statistics, Q2 2008
7.21. Romania
7.21.1.     Orange
7.21.2.     RCS & RDS
7.22. European Summary

8.    Asia-Pacific Market
8.1. Market Overview
8.2. Demographic and core data
Table 8.1 Asia-Pacific data (million), 2008-2013
8.3. Service demand
Table 8.2 Asia-Pacific bundles subscription pattern, households (million) 2008-2013
Table 8.3 Asia-Pacific Mobile subscribers, 2008-2013
8.4. IPTV in Asia-Pacific
Table 8.4 Asia-Pacific IPTV subscribers (000) 2008-2013
8.5. Quadruple play readiness
Table 8.6: Asia-Pacific bundle service providers
8.6. New Zealand
8.7. Japan
8.7.1.      NTT DoCoMo
8.7.2.      Softbank
8.7.3.      KDDI
Table 8.7: KDDI ARPU, Q2 2008
8.8. Hong Kong
8.9. South Korea
8.9.1.      SK Telecom
8.9.2.      KTF
8.10. Australia
8.10.1.     Telstra
Table 8.8: Telstra Statistical Data, Q2 2008
8.10.2.     Primus
8.11. India
8.11.1.     BSNL
8.11.2.     MTNL
8.11.3.     Bharti Airtel
Table 8.9: Bharti Airtel Broadband Availablity
8.11.4.     India Overview
8.12. China
8.13. Asia-Pacific Summary

9.    MEA Market analysis and forecasts
9.1. Market Overview
9.2. Demographic and core data
Table 9.1 MEA data (million), 2008-2013
9.3. Services demand
Table 9.2 MEA bundles subscription pattern, households (million) 2008-2013
9.4. Mobile service
Table 9.3 MEA Mobile subscriber, 2008-2013
Table 9.4 MEA IPTV subscribers (000') 2008-2013
9.5. Quadruple play readiness
Table 9.5 MEA bundle providers, 2008
9.5.1.      Algeria
9.5.2.      Africa
9.5.3.      Bahrain
9.5.3.1.    Nuetel Commuincation
9.5.4.      MTN

10.   Recommendations and strategies for success
10.1. Restrictions to Quad Play Growth
10.2. How Far has Quad Play Progressed?
10.3. Overview
10.4. Strategy for service providers
10.4.1.     Customers expectations
10.5. Strategies based on marketing approach
10.5.1.     Improved services
10.5.2.     Segmentation
10.5.3.     Develop Core Customer Base
10.6. Promoting basic IPTV services
10.7. Fixed-line operator strategies
10.7.1.     Strategies based on outsourcing
10.7.2.     Flexing financial might
10.7.3.     Merging and Re-merging
10.8. Benefitting From Bundles
Table 10.1: Factors That Push Companies into Triple/Quad Play
10.9. Strategy for mobile only operators
10.9.1.     Partnerships
10.9.2.     Strategy based on technology
10.9.2.1.   Vendors
10.9.2.2.   Import proven technologies
10.10.      Strategy for ISPs
10.10.1.    More play options
10.11.      Strategies based on strategic alliances
10.11.1.    Alliances and Acquisitions
10.11.1.1. Benefitting From A Revised Business Model
10.11.2.    Adding value
10.12.      Strategies based on pricing
10.13.      Target Markets
10.14.      Global Overview

Companies Listed

3
Advance/Newhouse
Alcatel-Lucent
Alestra
Algerie Telecom
America Movil
Andinatel
ANEW Broadband
AOL
Aster
AT&T
Atlas Interactive
Axtel
BBC
Bharti Airtel
Bouygues Telecom
B-RAS
Brasil Telecom
BSNL
BT
Cable Pacifico
Cablecentro
Cablecom
Cablevision
Canal 5 Video Comunicacion
Carphone Warehouse
China Netcom
China Telecom
Cingular Wireless
Cisco
Comcast
Cox
Deutsche Telecom
E Plus
Easynet Group
eBay
Embratel
Entel
Entel Movil
Ericsson
Ertach
Etisalat
Fastweb
Fortune 500
France Telecom
GCI
Google
Grupo Clarín
Hungarian Telephone and Cable Corp
Iliad
Inter
INTRACOM
Iplan
ITV
Kabel Deutschland
KDDI
KTF
Kyocera
Liberty Global Inc
Max Telecom
Maxcom
Microsoft
Mobistar
Motorola
MTN
MTNL
Net Serviços
Net4India
Neuf Cegetel
NewNet
News International
Nokia
Noos-Numericable
NTT DoCoMo
Nuetel Communication
O2
Ono
Orange
Pacifictel
PCCW
Pipex
Pivot
Portugal Telecom
Primus Telecommunications
Qwest
RabbitPoint
RCS & RDS
Redback Networks
Rogers
Samsung
Satelcaribe
Setanta
SFR
Siemens
Siemens-Nokia
SK Telecom
Sky
Skype
Softbank
Sonaecom
Sprint
Swisscom
Talkmore
Tele2
Telebras
Telecom Argentina
Telecom Italia
Telecom New Zealand
Telefónica
Teléfonos de Mexico
Telemar
Telenet
Telenor
Televisa
TeliaSonera
Telkonet
Telmex Argentina
Telstra
TerraSip
Time Warner Cable
Tiscali
TMN
T-mobile
UPC
UTStarcom
UZO
Verizon
Videotron
Virgin Media
Vivendi
Vodafone
Vontel
VTR GlobalCom
Wamanchi
Ya.com
Yahoo
YellowPages.com
ZTE

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Quad Play 2010

Seamless Multimedia and Vertical Handover Report 2008

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Mobile Video Forecasts: Networking, Advertising and Entertainment 2009

REPORT

Quad-Play and Service Bundling Strategy, Market Analysis & Forecasts 2009

Report Details

Table of Contents

Companies Listed