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시장보고서
Channel Rebalancing in Mobile Markets
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Abstract
In mature well-penetrated mobile markets, changing market dynamics are forcing
MNOs to reassess and adjust their channel mix. Market reach continues to be a
key objective in Mobile Operator Distribution strategies but this is
increasingly counterbalanced by the desire for increased channel control (more
direct channels), reduced SAC/SRC, improved cross/upselling performance and an
extended customer life expectancy.
The current report shows how operators are looking to increase the share of
directly controlled (brand exclusive) channels and improve the customer
purchase experience by ensuring more purchases through assist rather than
' non-assist' channels. In parallel, operators are looking to increase Online
sales. While most operators believe the ceiling for online sales rests at
15%-20% of mobile connections, we present a case illustration of best industry
practice in the current report demonstrating how one operator is achieving 50%
of sales via this channel. In a separate case illustration we show how another
operator has reduced its predominantly prepay acquisition and retention costs
by almost 40%, while adjusting its channel mix.
While the current paper focuses on motives and outcomes achieved through
channel rebalancing initiatives, it also provides details of channel
performance improvement initiatives identified during our discussions with
MNOs. The paper closes with a series of conclusions and recommendations which
will be of specific interest to those tasked with optimising the mobile
distribution channel mix.
Table of Contents
- 1. OVERVIEW
- 2. INTRODUCTION
- 2.1. Background to the Report
- 2.2. Currency and Conversions
- 3. MNO CHANNEL STRATEGIES
- 4. MOBILE OPERATOR CHANNELS
- 4.1. The Service Mix
- 4.2. The Channel Mix
- 4.3. Drivers for Channel Rebalancing
- 4.3.1. Controlling & Reducing Costs
- 4.3.2. Increased Market Reach
- 4.3.3. Cross and Upselling
- 4.3.4. Customer Life Expectancy
- 5. CHANNEL REBALANCING ILLUSTRATIONS
- 5.1. Western/Central European MNO (5 Million+)
- 5.1.1. Direct Retail Stores
- 5.1.2. Online/Web Sales
- 5.1.3. Call Centres & Telesales
- 5.1.4. Convergent Selling
- 5.1.5. Data Selling
- 5.1.6. Changes in the Indirect Channel Mix
- 5.1.7. Proposition Controls
- 5.2. North European MNO (1-5 Million Customers)
- 5.2.1. Background
- 5.2.2. Indirect Channel Dependence
- 5.2.3. Reducing Distribution Costs
- 5.2.4. Adding Value - & Changing the Channel Mix
- 5.2.5. Own Store Changes in Recession
- 5.2.6. The Web Channel
- 5.2.7. Telesales
- 5.3. Global MNO Group (100 Million+ Subs)
- 5.3.1. The Controlled Channel Mix
- 5.3.2. Other Observations of Note
- 5.4. MNO Distribution in Europe - Recent Trends
- 5.4.1. Background
- 5.4.2. Customer Lifetime Value Driven Commissions
- 5.4.3. Reduced Channel Costs
- 5.4.4. Subsidy levels
- 5.4.5. Motivations for Increased ' Direct' channels
- 5.4.6. Online Selling
- 6. KEY CONCLUSIONS
- 7. RECOMMENDATIONS
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