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시장보고서
Broadband trends and best practice
| 리서치사 |
Ovum, Ltd. |
| 발행일 |
2006년 07월 |
상품코드 |
44555 |
| 페이지 정보 |
25 PAGES |
| 가격 |
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Abstract
The global DSL market is growing rapidly. This is being stimulated by the
increasing intensity of competition within the DSL market as well as from the
cable industry. Although pricing is still crucial, much of the marketing spend
has already shifted from low pricing to more bandwidth. However, this will
quickly shift to services and service bundling, with the bigger players
gearing up to offer voice as part of the package as well as more broadband
content.
This report presents an overview of best practices in broadband, focusing
specifically on the growing DSL market, pricing/bandwidth strategy, approaches
to content, attracting low-end users, and customer support strategy.
Table of Contents
Key messages
Current market and statistics
General trends in the DSL world
- Marketing trends
- Sales strategies
- Bandwidth on the up
- Rise of 10+ Mbit/s
Customer acquisition and service
- With customer acquisition, speed is everything
- Success of installation
- Customer service needs
The need for a new tariff structure
- Reducing barriers to low users
- The transition to higher speeds
- Bandwidth and its associated costs
- The more service-orientated approach
- Getting the marketing right
- Is this the right approach?
New value-added services
- Four main types of premium Internet service
- Content is currently the hot topic
- Bundling: the main direction of premium services strategy
The broadband home
- Where we are today versus the industry vision
- Operator push versus CE vendor pull
- Implications for ISPs
The importance of the NGN
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