Service Design and Pricing in Converged Bundles: Leveraging Superfast Broadband, Video and Fixed Voice

  • ID: 3624696
  • Report
  • 33 pages
  • Analysys Mason Group
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Operators Need to Build Converged Experiences and Revise Pricing Plans to Exploit the Full Potential of Converged Bundles
Service design and pricing are two critical and continuously evolving areas of consideration for fixed–mobile convergence (FMC) and associated multi-play bundles. In this report, we focus on how operators should design and price the superfast broadband, video and fixed voice service elements of their converged bundles.

This report:

- considers how operators price superfast broadband and the role that converged bundles play in the take-up of superfast broadband
- identifies the speed preferences that converged bundle customers have and the pricing methods that can accelerate the take-up of converged bundles
- discusses what operators are doing to deliver video to their customers on mobile networks, and examines how the pricing of mobile video is evolving, and what the related implications of this are for net neutrality
- assesses the impact that converged bundles have on the number and usage of fixed voice lines, and provides examples of operator initiatives aimed at maintaining fixed voice service relevance.

This report analyses how operators should design and price specific services within their converged bundles, namely superfast broadband, video and fixed voice. It provides recommendations and insights around these services, considering consumer preferences, operator performance and broader industry trends.

It is based on several sources, including the following research produced:
- Multi-play pricing benchmark 2Q 2015 report
- The Connected Consumer Survey for 2015 (7 reports)
- Telecoms Market Matrix (TMM) – for both CEE and WE regions.

Key Questions Answered in this Report
- How do operators price superfast broadband and what is the role of converged bundles in superfast broadband take-up? What speed preferences do converged bundle customers have? Which converged bundle pricing methods can accelerate take-up?

- What are operators doing to deliver video to their customers on mobile networks? How is the pricing of mobile video evolving, and what are the related net neutrality implications?

- What impact do converged bundles have on the number and usage of fixed voice lines? Is there migration to mobile usage? What are some of the examples of operator initiatives aimed at maintaining fixed voice service relevance?

Who Needs to Read this Report

- Strategy teams for operators that are considering the integration of their fixed and mobile services, and are assessing the potential impact of converged bundles in their markets.

- Marketing executives for operators that are making decisions about the service design and pricing aspects of converged bundles, particularly in relation to broadband, video and fixed voice services.

- Product managers interested in the interactions between the mobile and fixed service elements of converged bundles and in emerging pricing models for the aforementioned services.

Geographical Coverage:
- Western Europe (WE)
- Central and Eastern Europe (CEE)
- USA

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Executive Summary
Upselling Superfast Broadband
Pricing Video on Mobile Networks
Maintaining Relevance of Fixed Voice
Appendix
About the Authors

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- Deutsche Telekom (Germany)
- Orange, SFR, Free (France)
- Swisscom, UPC (Switzerland)
- T-Mobile, AT&T (United States)
- Telefónica, Jazztel (Spain)
- Turkcell, Turk Telekom (Turkey)
- Virgin Media (United Kingdom)
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