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Innovations in Bundles

Innovation Reports - 15/07/2007 Innovations in Bundles

Quadruple play, new services, pricing strategies

This IDATE report explores the innovations being brought to the service bundles marketed by telecom operators: incumbent carriers, cablecos, ISPs and mobile operators. It will examine the most innovative bundles – those that combine several components of the quadruple play, those built around a core service such as TV, internet access or mobile calling, or those where innovation lies chiefly in the area of pricing.


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Contents
Contents

1 - Technological innovation through access convergence



1.1 Fixed-mobile convergence offers: convergent devices

1.2 Fixed-mobile convergence services
• Telecom services
• Fixed-mobile portals
• Instant messaging
• Fixed-mobile e-mail
• Entertainment services
• Content sharing

1.3 Home networks


2 - Innovation in service ranges



2.1 Quadruple play

2.2 TV service ranges
• Range strategies
• VOD and PPV
• The PVR
• HDTV
• Interactive TV

2.3 Internet access service ranges
• Bitrates on offer
• Innovative services associated with access

2.4 Service ranges associated with VoIP

2.5 Mobile service ranges
• Portals and partnerships
• Innovative services

2.6 Innovative bundles


3 - Innovation in pricing strategies



3.1 Free offers
• Free voice
• Free BB
• Free Mobile
• Free TV

3.2 High volume offers
• Marketed by ISPs
• Marketed by mobile operators

3.3 Fixed-mobile substitution offers
• Home Zone type offers
• Internet access via cellular network
• Fixed-mobile substitution using other wireless technologies
• Combined fixed and mobile rate plans



4 - Synthesis



Innovative services’ positioning in consumer market segments - IDATE (Use-IT)



Innovations in Bundles in brief
• Innovation through access convergence
• Innovation in range strategies
• Innovation in pricing strategies
• New innovative services
• Innovative bundles
• Major trends of the demand
• Winning strategies
Key questions
• What innovations are we seeing in bundles?
• Which innovations enable operators to increase their market share and/or ARPU, and to secure subscriber loyalty?
• What are the market’s expectations in terms of innovation?
• What are the winning range strategies?
• What pricing strategies make it possible to increase market share?
Who should read this report?
Telecom operators (fixed, integrated, mobile)
• Understand strategic positioning and marketing mix for the quadruple play market’s different types of provider
• Pinpoint the keys to success in the main innovative offers

ISPs
• Analyse the innovative offers marketed by ISPs, in terms of services and pricing model
• Assess the stakes and challenges that the quadruple play represents

Equipment suppliers
• Identify the players present in the convergent device market and their strategies
• Assess investment opportunities

Market analysts
• Analyse the state of competition over innovative service bundles
• Understand the strategic shifts in the quadruple play ecosystem


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