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Transforming Telcos with Triple Play: Key Lessons and Best Practices For Winning RGU Strategies
Pyramid Research, Inc., June 2006
The triple play model has gained in popularity over the past few years as cable companies and telcos seek to further monetize existing customer relationships and diversify revenue streams. As more players roll out their triple play offers, we believe the model warrants further introspection. In this report, we analyze the value of the multi-play proposition, with an emphasis on a number of key questions, most notably, is triple play indispensable?
The answer is not as straightforward as it may seem. Through analytical case studies of existing triple play bundles, we examine the key ingredients in creating successful triple play models. We focus on pricing, content, the strategic approach to triple play, as well as key performance indicators and bottom line impact. We consider successful models (e.g. a French carrier with 90% of broadband subscribers opting for a triple play bundle), less successful plans (e.g. an otherwise dominant Asian carrier unsuccessfully pushing triple play packages), and more atypical strategies (voice offered for free to sell broadband and video). We analyze why cable companies have been more successful in migrating their customers to bundles, and provide an outlook for triple play offerings.
Key Arguments
- The concept of subscriber will increasingly become insignificant. What we see is the emergence of the 'revenue generating unit' (RGU), a concept that focuses on the number of core applications sold to an individual subscriber.
- Triple play bundles do not compensate for deficient individual packages. Triple play bundles (even when discounted) cannot hide the deficiencies of individual components in a competitive market.
- In the triple play stakes, incumbent telcos are mistakenly focused on protecting the (wrong) core. Consequently, cable carriers (and a number of alternative telcos) have taken a strong lead in service bundling.
- Quadruple play is a fallacy. A number of points make it unlikely that this offering will be rapidly picked up over the medium term. First, triple play is complicated enough...
- We do not believe that discounts are a prerequisite to successful bundled triple play; just as (if not more) powerful are service differentiation and a segmented approach to pricing.
Key Questions Answered
- Is triple play indispensable? Can a cable company or telco survive without a multi-service offering?
- Is service bundling indispensable in a triple play strategy? Does triple play discounting work?
- What are the key characteristics of a successful triple play offering?
- Which category of carrier has been more successful in converting subscribers from single to multi-play?
- What is the optimal approach to positioning triple play?
- Can telcos push triple play without pushing VoIP?
- Will triple play accelerate voice revenue erosion?
- What are the keys to telco success in the TV market?
- What are the implications of triple play for ARPU? Profitability?
- Does triple play make a material impact for churn? Market share?
- What are the key ingredients in triple play profitability?
- What are the market opportunities and challenges for wireless service delivery and quadruple play?
- What is/will be the size of the triple play market in terms of revenue generating units?
- What is the triple play bundled service opportunity?
Target Audience
Fixed Operators: Assess the financial implications and long-term positioning strategies to develop a successful triple play offering. The detailed analysis of IPTV, the final piece in the telco triple play, includes assessments of technology, content and user expectations.
The in depth case studies will help you assess competition and indentify telco triple play best practices. Use the included market forecasts to quantify the market opportunity.
Cable Companies: Through case study analysis and market forecasts, identify best practices to drive penetration of triple play subscribers and mitigate competitive risk from fixed telcos. Use the included market forecasts to quantify the market opportunity.
Vendors: Position your solutions to triple play service providers through a clear assessment of the impact of triple play solutions on their operational performance.
Investors: This report will help you assess the short and long-term financial prospects for triple play providers by determining the characteristics of the successful and profitable carrier as well as market conditions.
Mobile Operators: Assess the threat of future multi-play providers using mobile voice in their bundle. Develop your strategy now to minimize the risk of churn to telcos and cablecos offering mobile voice as a key component of their strategy.
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