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세계 통신사업자(Telco)의 컨버지드 플랜 및 번들 분석(2019년) : 세계의 번들 전략

Global Telco Converged Plans & Bundles Insights 2019: A Look at Bundling Strategies from Around the World

리서치사 WiseStrokes - Wireless Industry Research Consulting
발행일 2019년 01월 상품 코드 780587
페이지 정보 영문 140 Pages
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세계 통신사업자(Telco)의 컨버지드 플랜 및 번들 분석(2019년) : 세계의 번들 전략 Global Telco Converged Plans & Bundles Insights 2019: A Look at Bundling Strategies from Around the World
발행일 : 2019년 01월 페이지 정보 : 영문 140 Pages

세계의 통신사업자(Telco)와 번들(Bundles) 전략에 대해 조사했으며, 디지털 서비스, 성장 영역, 36사의 사례 연구, 소비자용 vs. 기업용 및 각국 시장 등의 분석을 정리하여 전해드립니다.

서론

  • 요약
  • 번들 : 2018년 리뷰
  • 5G 시대의 번들
  • 주목 Telco
  • OTT 컴포넌트

번들의 종류

  • 개인소비자용
  • 세대용
  • 기업용
  • IoT 번들 : 입문
  • IoT 번들의 성장

비전 2020

  • 모바일 너머로 이동
  • 컨버지드 서비스
  • 데이터 온리 번들
  • OTT 번들 : 인사이트

로열티에서 번들의 역할

  • 로열티에서의 번들링
  • 매출 vs. 고객 유지
  • 번들로부터의 매출을 촉진
  • 번들 로열티의 시장 기회

멀티 번들의 성장 잠재성을 가진 시장

  • 지역 전망
  • 기회 시장

지역 분석 : Telco별 사례 연구

  • 남미
  • 아시아태평양
  • 아프리카
  • 중동
  • 유럽
  • 북미

제안

KSA 19.02.08

Telcos today struggle with growing revenue and retention of customers. This is because there is a growing competition amongst telcos and rising competition from familiar quarters such as internet players and even device vendors. This has led to a price war and a large amount of commoditization in the telecoms market. One of the most significant ways to stand apart from the crowd is to create plans and bundles that appeal to a telco's target demographic. This research report has looked at over 35 telcos and has summarized not only their bundling and converged plans strategy but has also looked at how some of these telcos have evolved in the past year. It is interesting to note that some telcos have needed to move quickly and adopt new services, whilst some have continued with their tried and tested strategy.

The report provides insights on telcos from around the world and pin points how their bundling strategy differs from the rest. The report has also provided commentary on the enterprise side of things, and how some telcos create plans specifically for the business user. Other than this, the report looks at the growing role that lifestyle services and IoT play in the creation of a bundle. It touches upon the need for customization and a range of local internet partners that enable telcos to quickly widen their service portfolio. Finally, the report provides insightful recommendations and an overall assessment of the opportunities for telcos in the bundling space. It also helps telcos to benchmark themselves based on what other telcos are doing in different parts of the world.

Key Features:

  • Digital Services- Studies the growth of digital services, particular that of lifestyle services and their role in the consumer facing bundle. Most countries from across the world are increasingly focusing their bundle around digital services.
  • Growth Areas- Analysis of the key growth areas on a regional level, and also identifies which bundles are doing well in which regions.
  • 36 Telco Case Studies- An in depth look at 36 key players in the market across the world, with a well represented balance in each region.
  • Consumer Versus Enterprise - - An understanding of how telcos look at creating consumer facing bundles as well as a discussion on what needs to be different for the enterprise customer.
  • In depth country coverage- Analyzes the innovation strategies followed by players at a country level, allowing for the reader to compare this easily across markets.
  • Vision 2020 - Forward looking statements on things to come in the market, especially as there is greater focus on topics such as smart home, connected car, AI. The report looks at how these services are making their way into the bundle.
  • Bundling Highlights - A summary of what a telco is doing in a particular market and what the key components of the bundle comprise of along with the intended result of the bundle.

Table of Contents

Introduction

  • Summary
  • Bundles: Year in Review 2018
  • Bundles in a 5G Era
  • Telcos to watch for
  • The OTT Component

Types of Bundles

  • Bundles for Consumers
  • Bundles for Households
  • Bundles for Enterprises
  • IoT Bundles: A Primer
  • Growth of IoT Bundles

Vision 2020

  • Moving Beyond Mobile
  • Converged Offerings
  • Data Only Bundles
  • OTT Bundles: Insights

Role of Bundles in Loyalty

  • Bundling in Loyalty
  • Revenue versus Retention
  • Driving revenue from the bundle
  • Market Opportunity for Bundled Loyalty

Markets with potential for growth of multi-bundles

  • Regional Outlook
  • Opportunity markets

Regional Analysis: Case Studies by Telco

  • South America
    • Claro Brazil: Streaming the future
    • TIM Brazil: Unlimited Plans FTW
    • Digicel Jamaica: Social Media & Curated Bundles
    • Digicel Panama: Customer at the center of the bundle
    • Entel Chile: Tiered & Unlimited Bundles
  • Asia-Pacific
    • China Mobile: THE most diverse bundle portfolio
    • Telkomsel Indonesia: Data heavy Strategy
    • Singtel: Mobile Bundles in Focus
    • Starhub: From SIM only to Full Service
    • Digi Malaysia: Digital Video Content Based Strategy
    • Bharti Airtel: Aggressive Mobile Bundles
    • Reliance Jio: Disrupting with Unlimited
  • Africa
    • Orange Egypt: Persona Based Bundles
    • MTN Ghana: Services trump Bundles
    • Vodafone Ghana: Localizing Global Bundles
    • Unitel Cape Verde: Leveraging the Internet
    • MTN South Africa: Customized Bundles
    • Vodacom: Plans for All Types of Customers
    • Econet: Bundles Segmented by Service
    • MTN Uganda: Content still rules Bundles
    • Airtel Malawi: Strong Focus on Voice
    • MTN Nigeria: Growth through Digital Bundles
  • Middle East
    • Zain Bahrain: Structured Bundles in Use
    • STC Saudi Arabia: Diverse Household Offerings
    • Zain Saudi Arabia: Strong Focus on Consumer and Enterprise
    • Etisalat UAE: Looking at the Premium Bundle
    • Ooredoo Kuwait: Device and Data led Strategy
  • Europe
    • Proximus Belgium: Multi-Play wins in Belgium
    • O2 UK: Device Heavy Bundles
    • Orange France: 360 Degree Plans
    • Turkcell: Data and Digital Content Bundles
    • Vivacom Bulgaria: Multi Play led Strategy
  • North America
    • AT&T USA: Converged Lifestyle Based Bundles
    • Verizon USA: Family, Data and Devices lead the way
    • T-Mobile USA: Value based Bundles
    • Rogers Canada: Smart Services Show Growth

Recommendations

List ofCharts

  • Chart 1: Share of mobile bundles 2018
  • Chart 2: Share of mobile bundles 2019
  • Chart 3: Consumer Bundling Needs
  • Chart 4: The Household Bundle Evolution
  • Chart 6: Enterprise Bundling Needs
  • Chart 7: Expected growth in IoT bundles
  • Chart 8: Expected growth in IoT bundles
  • Chart 9: Moving beyond mobile
  • Chart 10: Quad Play Gives Way
  • Chart 11: Bundles tied in with Loyalty Plans
  • Chart 12: Loyalty in Bundle Form
  • Chart 13: Map of opportunity markets
  • Chart 14: Digi Malaysia Bundles At a Glance

List ofTables

  • Table 1: OTT Bundles Highlights
  • Table 2: Bundle Popularity By Region
  • Table 3: Claro Brazil Bundling Highlights
  • Table 4: TIM Brazil Bundling Highlights
  • Table 5: Digicel Jamaica Bundling Highlights
  • Table 6: Digicel Panama Bundling Highlights
  • Table 7: Entel Chile Bundling Highlights
  • Table 8: China Mobile Bundling Highlights
  • Table 9: Telkomsel Indonesia Bundling Highlights
  • Table 10: Singtel Singapore Bundling Highlights
  • Table 11: StarHub Singapore Bundling Highlights
  • Table 12: Digi Malaysia Bundling Highlights
  • Table 13: Airtel India Bundling Highlights
  • Table 14: Reliance Jio India Bundling Highlights
  • Table 15: Orange Egypt Bundling Highlights
  • Table 16: MTN Ghana Bundling Highlights
  • Table 17: Vodafone Ghana Bundling Highlights
  • Table 18: Unitel Cape Verde Bundling Highlights
  • Table 19: MTN South Africa Bundling Highlights
  • Table 20: Vodacom South Africa Bundling Highlights
  • Table 21: Econet Zimbabwe Bundling Highlights
  • Table 22: MTN Uganda Bundling Highlights
  • Table 23: Airtel Malawi Bundling Highlights
  • Table 24: MTN Nigeria Bundling Highlights
  • Table 25: Zain Bahrain Bundling Highlights
  • Table 26: STC Saudi Arabia Bundling Highlights
  • Table 27: Zain Saudi Arabia Bundling Highlights
  • Table 28: Etisalat UAE Bundling Highlights
  • Table 29: Ooredoo Kuwait Bundling Highlights
  • Table 30: Proximus Belgium Bundling Highlights
  • Table 31: O2 UK Bundling Highlights
  • Table 32: Orange France Bundling Highlights
  • Table 33: Turkcell Turkey Bundling Highlights
  • Table 34: Vivacom Bulgaria Bundling Highlights
  • Table 35: AT&T USA Bundling Highlights
  • Table 36: Verizon USA Bundling Highlights
  • Table 37: T-Mobile USA Bundling Highlights
  • Table 38: Rogers Canada Bundling Highlights

Players mentioned in the report:

  • AT&T
  • Airtel Malawi
  • Amazon
  • Amazon Echo
  • Amazon Prime
  • Apple
  • Audi
  • Bharti Airtel
  • BMW
  • China Mobile
  • Claro
  • Daimler
  • Deezer
  • Deutsche Telekom
  • Digicel Jamaica
  • Digicel Panama
  • DirecTV
  • Econet
  • Entel
  • Etisalat UAE
  • Facebook
  • Facebook Messenger
  • Google
  • Google Home
  • Google Nest
  • HBO
  • Hulu
  • Iflix
  • Instagram
  • Jawwy
  • KDDI
  • Line
  • MTN Ghana
  • MTN Nigeria
  • MTN South Africa
  • MTN Uganda
  • Netflix
  • NTT Docomo
  • O2
  • Ooredoo Kuwait
  • Orange Egypt
  • Orange France
  • Phillips
  • Proximus
  • Reliance Jio
  • Rogers
  • Saavn
  • Singtel
  • SK Telecom
  • Skype
  • SnapChat
  • Sony
  • Spotify
  • StarHub
  • STC Saudi Arabia
  • Telkomsel
  • Tencent
  • TIM
  • T-Mobile
  • Turkcell
  • Twitter
  • Uber
  • Unitel Cape Verde
  • Verizon
  • Vivacom
  • Vkontakte
  • Vodacom
  • Vodafone
  • Vodafone Ghana
  • WeChat
  • WhatsApp
  • Wynk
  • YouTube
  • Zain Bahrain
  • Zain Saudi Arabia
  • Zynga
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