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시장보고서
Achieving Increased Profitability in Saturated Markets
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Abstract
Mobile telephony in Europe is now a saturated and highly competitive market,
where growth is minimal, many users already hold more than one subscription
and tariff levels are in decline. In addition to the competitive pressure on
profits, the EU is applying downward pressure on roaming and interconnection
charges, which is further squeezing margins. Some operators are now no longer
profitable. Short term actions such as cutting or deferring expenditure or
reducing headcount, in addition to normal good housekeeping practices such as
debtor and creditor control will provide some improvement. However if
operators are to improve their competitive position and their margins in the
longer term, they must have a clear understanding of the fundamental factors
that affect their profitability, particularly those that are peculiar to the
industry, so that they can take appropriate action.
This report identifies key factors that affect the profitability of mobile
operators, assesses the options available to operators, and recommends actions
that will help increase their profitability.
Table of Contents
- 1. OVERVIEW
- 2. INTRODUCTION
- 2.1. Background to the Report
- 2.2. Report Content
- 2.3. Currency and Conversions
- 3. MARKET SHARE, REVENUE AND PROFITABILITY
- 3.1. Introduction
- 3.2. Country Comparisons
- 3.2.1. Belgium
- 3.2.2. France
- 3.2.3. Germany
- 3.2.4. Spain
- 3.2.5. The UK
- 3.3. All Countries - Analysis
- 4. IMPROVING PROFITS AND MARKET SHARE
- 4.1. Introduction
- 4.2. Branding and Brand Strategy
- 4.2.1. Single Brands
- 4.2.2. Multiple Brands
- 4.2.3. Brand Value
- 4.3. Convergence and Bundling of Services
- 4.4. Acquisition
- 5. OPTIMISING EXPENDITURE
- 5.1. Introduction
- 5.2. Network Technology and Spectrum
- 5.3. Femtocells and WiFi
- 5.4. Sharing
- 5.4.1. Sharing with Other Operators
- 5.4.2. Networks in Neighbouring Countries
- 5.5. Buying
- 5.6. Network Outsourcing and Staffing
- 6. CONCLUSIONS
- 6.1. Introduction
- 6.2. Market Share and Profitability
- 6.3. Strategic Options & Branding
- 6.4. Capital and Operating Costs
- 7. RECOMMENDATIONS
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