Summary
Globally, operators are striving to develop new revenue streams, increase margins and ARPS, retain existing customers and reduce churn. Multiplay bundle services, especially quadruple-play combining traditional telecom services such as fixed voice, fixed broadband, pay-TV and mobile services, is one of the key strategies being adopted by operators in order to reach those goals. Countries in emerging regions are still highly focused on attracting customers to multiplay bundles through aggressive pricing discounts. On the other hand, countries in developed regions such as North America, Western Europe and developed APAC, are focusing on developing value-added services that can integrate with their multiplay offers aiming to provide unique experiences to customers. Value-added services include traditional OTT-video functionalities such as multiscreen, catch-up TV, video-on-demand (VoD), and emerging services such as smart living and connected-home solutions.
Key Findings
- Globally, multiplay services reached 583.7m households in 2015, with Asia Pacific representing 44.8% of the total. With a 2015-2020 CAGR of 5.3%, multiplay services will increase to 757.1m households by year-end 2020.
- The monthly average household spend significantly increased through the adoption of multiplay services, which results in increased ARPS to operators. The average monthly household spend increases by 85.3% from a double-play to a quad-play bundle.
- The migration and roll-out of FTTH/B is well underway in Latin America and emerging APAC, which will facilitate operators in the development of bundled offers built around their broadband proposition.
- Selected operators, mainly from developed markets, have already perceived that they need to integrate value-added services within their multiplay offers in order to enhance the customer experience and increase loyalty.
Synopsis
Multiplay Services: Bundling Growth and Strategies Beyond Traditional Quadruple-Play”, a Thematic Report by Pyramid Research, provides an executive-level overview of the global multiplay services market today, with forecasts of key indicators up to 2020. It delivers deep quantitative and qualitative insight into the multiplay services market, analyzing key trends on fixed-mobile convergence and quadruple-play services, assessing business models and pricing strategies, evaluating market players, based on proprietary data from Pyramid Researchs databases.
It provides in-depth analysis of the following:
- Global multiplay services market context; a comparative review on the groundwork of telecom services in order to leverage multiplay services within different regions.
- Multiplay business model and bundling strategy; an analysis of the key business models that operators implemented in order to leverage fixed-mobile convergence, triple and quadruple-play services.
- Market size; a look at the total market size of the global multiplay services markets segmented among regions and with forecast up to 2020.
- Case studies; this section details the key findings regarding competitive analysis, product offering, pricing strategy, and strategic actions that operators are developing to enhance customer experience of multiplay service users.
Reasons To Buy
- This Thematic Report helps executives build proactive, profitable growth strategies by offering comprehensive, relevant analysis of the multiplay services market in Americas, Europe, Africa and Middle East and Asia Pacific based on insights directly from local market players
- The report is designed for an executive-level audience, boasting presentation quality that allows it to be turned into presentable material immediately.
- The broad but detailed perspective will help operators, equipment vendors and other telecom industry players to succeed in the challenging ICT services market.
- The competitive landscape and the major players are given extra attention, enabling local players or prospective market entrants to gain the insight they need.
- The report brings several case studies that showcase the business model that operators are implementing regarding multiplay services, triple and quadruple-play bundles and fixed-mobile convergence services.
Table Of Contents
Table of contents
Table of exhibits
Executive summary
Section 1: Introduction
Market context
Multiplay market size worldwide
Multiplay average monthly household spend
Operator positioning within the bundling strategy
Section 2: Americas
Multiplay in Americas
Multiplay pricing strategy
Multiplay offer
Case study: ATandT in the US
Case study: Bell in Canada
Case study: Net in Brazil
Section 3: Europe
Multiplay in Europe
Multiplay pricing strategy
Multiplay offer
Case study: Vodafone-ONO in Spain
Case study: Deutsche Telekom in Germany
Case study: MTS in Russia
Section 4: Africa and Middle East
Multiplay in Africa and Middle East
Multiplay pricing strategy
Multiplay offer
Case study: Telkom in South Africa
Case study: STC in Saudi Arabia
Case study: Etisalat in the United Arab Emirates (UAE)
Section 5: Asia Pacific
Multiplay in Asia Pacific
Multiplay pricing strategy
Multiplay offer
Case study: KT in South Korea
Case study: KDDI in Japan
Case study: China Telecom in China
Appendix
Acronyms and definitions
Companies mentioned Sources and related research
About Pyramid Research
List Of Tables
EXHIBIT 1: Fixed broadband/pay-TV/3g+ penetration matrix, selected regions, 2015
EXHIBIT 2: FTTH/B accounts and CAGR by region, 2015 vs. 2020
EXHIBIT 3: Selected deals between fixed and mobile operators, 2013 - 2015
EXHIBIT 4: Selected multiplay business models, 2015
EXHIBIT 5: Multiplay households by type of bundle, global, 2015
EXHIBIT 6: Multiplay households and CAGR, selected regions, 2015 vs. 2020
EXHIBIT 7: Total multiplay services revenue, global, 2014-2020
EXHIBIT 8: Multiplay average monthly household spend, selected regions, 2015
EXHIBIT 9: FMC business model approach based on mobile churn risk and mobile up-sell opportunity, 2015
EXHIBIT 10: Bundling business model, 2015
EXHIBIT 11: The new multiplay model, 2015
EXHIBIT 12: Convergence road map, 2015
EXHIBIT 13: Multiplay households by type of bundle, Americas, 2015
EXHIBIT 14: Multiplay households and CAGR, selected countries, Americas, 2015 vs. 2020
EXHIBIT 15: Total multiplay services revenue, Americas, 2014-2020
EXHIBIT 16: Unbundled vs. basic bundled pricing strategy, selected operators, Americas, October 2015
EXHIBIT 17: Multiplay portfolio, selected operators, Americas, 2015
EXHIBIT 18: Evolution of quad-play household subscription market share, US, 2014-2020
EXHIBIT 19: Key facts regarding ATandT offer, US, 2015
EXHIBIT 20: ATandT pricing and promotion bundling model, US, October 2015
EXHIBIT 21: ATandT multiplay user experience strategy, 2015
EXHIBIT 22: Evolution of quad-play household subscription market share, Canada, 2014-2020
EXHIBIT 23: Key facts regarding Bell offer, Canada, 2015
EXHIBIT 24: Bell pricing and promotion bundling model, Canada, October 2015
EXHIBIT 25: Bell multiplay user experience strategy, 2015
EXHIBIT 26: Evolution of quad-play household subscription market share, Brazil, 2014-2020
EXHIBIT 27: Key facts regarding Net offer, Brazil, 2015
EXHIBIT 28: Net pricing and promotion bundling model, Brazil, October 2015
EXHIBIT 29: Net multiplay user experience strategy, 2015
EXHIBIT 30: Multiplay households by type of bundle, Europe, 2015
EXHIBIT 31: Multiplay households and CAGR, selected countries, Europe, 2015 vs. 2020
EXHIBIT 32: Total multiplay services revenue, Europe, 2014-2020
EXHIBIT 33: Unbundled vs. basic bundled pricing strategy, selected operators, Europe, October 2015
EXHIBIT 34: Multiplay portfolio, selected operators, Europe, 2015
EXHIBIT 35: Evolution of quad-play household subscription market share, Spain, 2014-2020
EXHIBIT 36: Key facts regarding Vodafone multiplay offer, Spain, 2015
EXHIBIT 37: Vodafone pricing and promotion bundling model, Spain, October 2015
EXHIBIT 38: Vodafone multiplay user experience strategy, 2015
EXHIBIT 39: Evolution of quad-play household subscription market share, Germany, 2014-2020
EXHIBIT 40: Key facts regarding Deutsche Telekom multiplay offer, Germany, 2015
EXHIBIT 41: Deutsche Telekom pricing and promotion bundling model, Germany, October 2015
EXHIBIT 42: Deutsche Telekom multiplay user experience strategy, 2015
EXHIBIT 43: Evolution of quad-play household subscription market share, Russia, 2014-2020
EXHIBIT 44: Key facts regarding MTS multiplay offer, Russia, 2015
EXHIBIT 45: MTS pricing and promotion bundling model, Russia, October 2015
EXHIBIT 46: MTS multiplay user experience strategy, 2015
EXHIBIT 47: Multiplay households by type of bundle, AME, 2015
EXHIBIT 48: Multiplay households and CAGR, South Africa, 2015 vs. 2020
EXHIBIT 49: Total multiplay services revenue, AME, 2014-2020
EXHIBIT 50: Unbundled vs. basic bundled pricing strategy, selected operators, AME, October 2015
EXHIBIT 51: Multiplay portfolio, selected operators, AME, 2015
EXHIBIT 52: Evolution of triple-play household subscription market share, South Africa 2014-2020
EXHIBIT 53: Key facts regarding Telkom multiplay offer, South Africa , 2015
EXHIBIT 54: Telkom pricing and promotion bundling model, South Africa, October 2015
EXHIBIT 55: Telkom multiplay customer strategy, 2015
EXHIBIT 56: Key facts regarding STC multiplay offer, Saudi Arabia, 2015
EXHIBIT 57: STC pricing and promotion bundling model, Saudi Arabia, October 2015
EXHIBIT 58: STC multiplay user experience strategy, 2015
EXHIBIT 59: Key facts regarding Etisalat multiplay offer, UAE, 2015
EXHIBIT 60: Etisalat pricing and promotion bundling model, UAE, October 2015
EXHIBIT 61: Etisalat multiplay user experience strategy, 2015
EXHIBIT 62: Multiplay households by type of bundle, APAC, 2015
EXHIBIT 63: Multiplay households and CAGR, selected countries, APAC, 2015 vs. 2020
EXHIBIT 64: Total multiplay services revenue, APAC, 2014-2020
EXHIBIT 65: Unbundled vs. Basic bundled pricing strategy, selected operators, APAC, October 2015
EXHIBIT 66: Multiplay portfolio, selected operators, APAC, 2015
EXHIBIT 67: Evolution of quad-play household subscription market share, South Korea, 2014-2020
EXHIBIT 68: Key facts regarding KT multiplay offer, South Korea, 2015
EXHIBIT 69: KT pricing and promotion bundling model, South Korea, October 2015
EXHIBIT 70: KT Multiplay user experience strategy, 2015
EXHIBIT 71: Evolution of quad-play household subscription market share, Japan, 2014-2020
EXHIBIT 72: Key facts regarding KDDI multiplay offer, Japan, 2015
EXHIBIT 73: KDDI pricing and promotion bundling model, Japan, October 2015
EXHIBIT 74: KDDI multiplay user experience strategy, 2015
EXHIBIT 75: Evolution of quad-play household subscription market share, China, 2014-2020
EXHIBIT 76: Key facts regarding China telecom multiplay offer, China, 2015
EXHIBIT 77: China Telecom pricing and promotion bundling model, China, October 2015
EXHIBIT 78: China Telecom multiplay user experience strategy, 2015
List Of Figures
EXHIBIT 1: Fixed broadband/pay-TV/3g+ penetration matrix, selected regions, 2015
EXHIBIT 2: FTTH/B accounts and CAGR by region, 2015 vs. 2020
EXHIBIT 3: Selected deals between fixed and mobile operators, 2013 - 2015
EXHIBIT 4: Selected multiplay business models, 2015
EXHIBIT 5: Multiplay households by type of bundle, global, 2015
EXHIBIT 6: Multiplay households and CAGR, selected regions, 2015 vs. 2020
EXHIBIT 7: Total multiplay services revenue, global, 2014-2020
EXHIBIT 8: Multiplay average monthly household spend, selected regions, 2015
EXHIBIT 9: FMC business model approach based on mobile churn risk and mobile up-sell opportunity, 2015
EXHIBIT 10: Bundling business model, 2015
EXHIBIT 11: The new multiplay model, 2015
EXHIBIT 12: Convergence road map, 2015
EXHIBIT 13: Multiplay households by type of bundle, Americas, 2015
EXHIBIT 14: Multiplay households and CAGR, selected countries, Americas, 2015 vs. 2020
EXHIBIT 15: Total multiplay services revenue, Americas, 2014-2020
EXHIBIT 16: Unbundled vs. basic bundled pricing strategy, selected operators, Americas, October 2015
EXHIBIT 17: Multiplay portfolio, selected operators, Americas, 2015
EXHIBIT 18: Evolution of quad-play household subscription market share, US, 2014-2020
EXHIBIT 19: Key facts regarding ATandT offer, US, 2015
EXHIBIT 20: ATandT pricing and promotion bundling model, US, October 2015
EXHIBIT 21: ATandT multiplay user experience strategy, 2015
EXHIBIT 22: Evolution of quad-play household subscription market share, Canada, 2014-2020
EXHIBIT 23: Key facts regarding Bell offer, Canada, 2015
EXHIBIT 24: Bell pricing and promotion bundling model, Canada, October 2015
EXHIBIT 25: Bell multiplay user experience strategy, 2015
EXHIBIT 26: Evolution of quad-play household subscription market share, Brazil, 2014-2020
EXHIBIT 27: Key facts regarding Net offer, Brazil, 2015
EXHIBIT 28: Net pricing and promotion bundling model, Brazil, October 2015
EXHIBIT 29: Net multiplay user experience strategy, 2015
EXHIBIT 30: Multiplay households by type of bundle, Europe, 2015
EXHIBIT 31: Multiplay households and CAGR, selected countries, Europe, 2015 vs. 2020
EXHIBIT 32: Total multiplay services revenue, Europe, 2014-2020
EXHIBIT 33: Unbundled vs. basic bundled pricing strategy, selected operators, Europe, October 2015
EXHIBIT 34: Multiplay portfolio, selected operators, Europe, 2015
EXHIBIT 35: Evolution of quad-play household subscription market share, Spain, 2014-2020
EXHIBIT 36: Key facts regarding Vodafone multiplay offer, Spain, 2015
EXHIBIT 37: Vodafone pricing and promotion bundling model, Spain, October 2015
EXHIBIT 38: Vodafone multiplay user experience strategy, 2015
EXHIBIT 39: Evolution of quad-play household subscription market share, Germany, 2014-2020
EXHIBIT 40: Key facts regarding Deutsche Telekom multiplay offer, Germany, 2015
EXHIBIT 41: Deutsche Telekom pricing and promotion bundling model, Germany, October 2015
EXHIBIT 42: Deutsche Telekom multiplay user experience strategy, 2015
EXHIBIT 43: Evolution of quad-play household subscription market share, Russia, 2014-2020
EXHIBIT 44: Key facts regarding MTS multiplay offer, Russia, 2015
EXHIBIT 45: MTS pricing and promotion bundling model, Russia, October 2015
EXHIBIT 46: MTS multiplay user experience strategy, 2015
EXHIBIT 47: Multiplay households by type of bundle, AME, 2015
EXHIBIT 48: Multiplay households and CAGR, South Africa, 2015 vs. 2020
EXHIBIT 49: Total multiplay services revenue, AME, 2014-2020
EXHIBIT 50: Unbundled vs. basic bundled pricing strategy, selected operators, AME, October 2015
EXHIBIT 51: Multiplay portfolio, selected operators, AME, 2015
EXHIBIT 52: Evolution of triple-play household subscription market share, South Africa 2014-2020
EXHIBIT 53: Key facts regarding Telkom multiplay offer, South Africa , 2015
EXHIBIT 54: Telkom pricing and promotion bundling model, South Africa, October 2015
EXHIBIT 55: Telkom multiplay customer strategy, 2015
EXHIBIT 56: Key facts regarding STC multiplay offer, Saudi Arabia, 2015
EXHIBIT 57: STC pricing and promotion bundling model, Saudi Arabia, October 2015
EXHIBIT 58: STC multiplay user experience strategy, 2015
EXHIBIT 59: Key facts regarding Etisalat multiplay offer, UAE, 2015
EXHIBIT 60: Etisalat pricing and promotion bundling model, UAE, October 2015
EXHIBIT 61: Etisalat multiplay user experience strategy, 2015
EXHIBIT 62: Multiplay households by type of bundle, APAC, 2015
EXHIBIT 63: Multiplay households and CAGR, selected countries, APAC, 2015 vs. 2020
EXHIBIT 64: Total multiplay services revenue, APAC, 2014-2020
EXHIBIT 65: Unbundled vs. Basic bundled pricing strategy, selected operators, APAC, October 2015
EXHIBIT 66: Multiplay portfolio, selected operators, APAC, 2015
EXHIBIT 67: Evolution of quad-play household subscription market share, South Korea, 2014-2020
EXHIBIT 68: Key facts regarding KT multiplay offer, South Korea, 2015
EXHIBIT 69: KT pricing and promotion bundling model, South Korea, October 2015
EXHIBIT 70: KT Multiplay user experience strategy, 2015
EXHIBIT 71: Evolution of quad-play household subscription market share, Japan, 2014-2020
EXHIBIT 72: Key facts regarding KDDI multiplay offer, Japan, 2015
EXHIBIT 73: KDDI pricing and promotion bundling model, Japan, October 2015
EXHIBIT 74: KDDI multiplay user experience strategy, 2015
EXHIBIT 75: Evolution of quad-play household subscription market share, China, 2014-2020
EXHIBIT 76: Key facts regarding China telecom multiplay offer, China, 2015
EXHIBIT 77: China Telecom pricing and promotion bundling model, China, October 2015
EXHIBIT 78: China Telecom multiplay user experience strategy, 2015
