The cost benefits of integrating service delivery, including the network, traffic management, customer service and billing, in terms of economy of scale and reduction of duplication seem compelling to service providers. Improved utilisation and retention within the base adds further value to the converged approach.
However, economies of scale are difficult to achieve if the infrastructure and software are not able to be integrated successfully, and many converged service providers have, so far, experienced difficulties in attaining integration. Also, as far as MNOs are concerned, convergence to date has been more about household accounts than individuals and quad-play including mobile has remained a very small proportion of the total uptake.
It may be that a more compelling and differentiated market position can be achieved by thinking of convergence from an application rather than a network point of view. By delivering converged application services over a mobile network, MNOs can address the needs of both individuals and households and better secure their margins (and pay for their network capital investments) going forward.
2.1 Background to the Report
2.2 Report Content
2.3 Currency and Conversions
2.4 Further Questions and Feedback
3. Sample Operator Approaches
3.2 T-Mobile USA
3.2.2 US Market Context
3.2.3 T-Mobile USA Positioning
3.2.4 Current Offers - Binge On and Simple Choice Tariff
3.3.1 Market Context
3.3.2 Yoigo Market Positioning Over Time
3.3.3 Yoigo Current Propositions
3.4.1 Market Context
3.4.2 Google Capabilities and Positioning
3.4.3 Implications of Google’s Market Entry
4. Analysis and Conclusions
4.1 Overview of Issues
4.2 Market Factors
4.2.1 Fixed and Mobile Connectivity in Europe
4.2.2 VoD Services - Lifestyle Bundling vs. Simple Streaming
4.3 Mobile-only Options