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스마트홈 수익화를 위한 통신기업의 접근

Telcos´ Approaches to Smart Home Monetization

리서치사 GlobalData
발행일 2018년 07월 상품 코드 667066
페이지 정보 영문 25 Pages
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스마트홈 수익화를 위한 통신기업의 접근 Telcos´ Approaches to Smart Home Monetization
발행일 : 2018년 07월 페이지 정보 : 영문 25 Pages

세계의 대형 통신기업은 현재 스마트홈 분야에 진출하여 새로운 성장 기회를 얻으려 하고 있습니다. 구체적인 시장 기회(서비스 제공 방식)로서 고객 획득과 B2C 크로스셀링(cross-selling), 하드웨어 판매, 화이트라벨, 그리고 이러한 것들의 병용 패턴 등을 들 수 있습니다. 단 그러한 시장 기회들을 현실화하려면 기존 통신 서비스와의 균형, 사내 지원체제 정비 등 몇 가지 숙제를 해결할 필요가 있습니다.

세계 각국 통신기업의 스마트홈(Smart Home) 서비스 수익화 접근 방식에 대해 분석했으며, 수익화 목적과 방법(모델), 대형 통신기업의 주요 선행 사례, 업계 관계자가 향후 대처해야 할 과제 등의 정보를 정리하여 전해드립니다.

목차

  • 개요

제1장 스마트홈의 수익화 : 목적과 모델

  • 수익화의 목적
  • 주요 수익화 모델

제2장 스마트홈 서비스 수익화를 위한 통신기업의 접근

  • Deutsche Telekom : Magenta SmartHome
  • Comcast : XFINITY Home
  • Vodafone : V-Home Spain
  • Hong Kong Telecommunications(HKT) : Smart Living

제3장 결론과 제안

  • 주요 분석결과와 제안 : 통신기업의 스마트홈 수익화

부록

LSH 18.08.13

List of Figures

  • Exhibit 1: Key Monetization Aims 8
  • Exhibit 2: Key Monetization Models 9
  • Exhibit 3: Deutsche Telekom, Germany, Magenta SmartHome Case Study Snapshot 11
  • Exhibit 4: Deutsche Telekom Service model, value proposition, & monetization Approaches 12
  • Exhibit 5: Comcast, US, XFINITY Home Case Study Snapshot 13
  • Exhibit 6: Comcast Service model, value proposition, & monetization Approaches 14
  • Exhibit 7: Vodafone, Spain, V-Home Case Study Snapshot 15
  • Exhibit 8: Vodafone Service model, value proposition, & monetization Approaches 16
  • Exhibit 9: HKT, Hong Kong, Smart Living Case Study Snapshot 17
  • Exhibit 10: HKT Service model, value proposition, & monetization Approaches 18

Telcos have already perceived the need to expand their portfolio beyond connectivity to monetize the growing smart home opportunity. To develop smart home portfolio, telcos are engaging in partnerships and joint ventures with different stakeholders that are part of the smart home ecosystem, including device manufacturers, technology providers, application developers and start-ups.

There are four key monetization opportunities for telcos in the smart home: customer retention and acquisition, B2C cross-selling and up-selling, hardware sales revenue, and white-labeling and upsell opportunities in the B2B segment. Since none of these opportunities are mutually exclusive, most telcos today are attempting to find the right focus and mix between the four, and the state of the market today can be broadly summed up as a go-to-market trial and error.

Telcos face three dilemmas in the smart home. Firstly, the connectivity argument is obscure. For outdoor consumer IoT use cases, cellular, wide-area connectivity is an essential component, making for an easier telco go-to-market case. In the home, however, objects are connected by pervasive and often unlimited home broadband connections. No telco-locked SIM is in play; these products work over any broadband network. This leads to the second dilemma; smart home solutions - from smart lighting to surveillance - are easily obtainable, and increasingly affordable, at many electronic retailers or third-party channels. What's more, hardware and software innovation in the smart home space is easily outpacing anything telcos can achieve. Lastly, there's the strategic dilemma; telcos struggle to understand which use case and monetization approach to prioritize.

"Telcos' Approaches to Smart Home Monetization", a thematic research report, examines the smart home business models that telcos are applying to monetize the smart home market opportunity. Using a case study methodology, the report analyzes four leading telcos to identify key monetization approaches, provide a strategic assessment of the approaches and recommendation for telcos.

The report is structured as follows -

  • Section 1: Smart Home Monetization Aims and Models; this section provides a strategic framework of key smart home monetisation approaches available for telcos.
  • Section 2: Telcos' Approaches to Monetizing Smart Home Services; an analysis of four case studies of telcos smart home services that includes Deutsche Telekom, HKT, Comcast, and Vodafone Spain.
  • Section 3: Findings and recommendations; we conclude the report with a set of key findings and critical considerations and recommendations for telcos and vendors pursuing the smart home opportunity.

Companies Mentioned: Charter Communications, Cox Communications, Deutsche Telekom, Hong Kong Telecommunications (HKT), KPN, Rogers Cable, Samsung, Vodafone, Comcast, PCCW Global.

Scope

  • There are four key monetization opportunities for telcos in the smart home: customer retention and acquisition, B2C cross-selling and up-selling, hardware sales revenue, and white-labeling and upsell opportunities in the B2B segment.
  • Telcos are facing three dilemmas in smart home monetization: the revenue potential from connectivity is minimal, ecosystems can also be quite complex, and often telcos do not have all the in-house technical capabilities required to provide end-to-end IoT solutions and services to their clients.
  • Many telcos are focusing on leveraging their capabilities to develop cross-vertical solutions that can be applied across different IoT projects.

Reasons to buy

  • This report provides an examination of telcos' smart home monetization models to help executives understand market dynamics, determine what works and what doesn't, formulate effective product development plans, and optimize resource allocation and return on investments.
  • Four case studies illustrate the findings of the report, providing insight into particular situations regarding smart home services and the role of telcos in service provision; this will help the reader understand both the challenges confronted in the real world and the strategies employed to succeed.
  • The report discusses opportunities in the smart home market, providing a number of actionable recommendations for telcos.
  • The report is designed for an executive-level audience, to help to understand the different approaches that telcos are adopting to foster their presence within the smart home value chain and ecosystem.

Table of Contents

  • Table of contents 3
  • List of exhibits 4
  • Executive summary 5

Section 1: Smart Home Monetization Aims & Models 6

  • Monetization Aims 7
  • Key Monetization Models 8

Section 2: Telcos' Approaches to Monetizing Smart Home Services 9

  • Deutsche Telekom Magenta SmartHome 10
  • Comcast XFINITY Home 12
  • Vodafone V-Home Spain 14
  • Hong Kong Telecommunications (HKT) Smart Living 16

Section 3: Findings and Recommendations 18

  • Key Findings & Recommendations: Telco smart home monetization 19

Appendix 20

  • Acronyms and definitions 21
  • Companies mentioned 22
  • About the authors 23
  • Contact information 24
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