Multiplay in the Americas: Aggressive Pricing Discount Strategy and Value-Added Services to Drive Multiplay Growth in the Region

  • ID: 4327738
  • Report
  • Region: Americas, North America, South America
  • 38 pages
  • GlobalData
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FEATURED COMPANIES

  • AT&T
  • Claro Brazil
  • Entel Chile
  • Grupo Televisa
  • Megacable
  • Movistar Peru
  • MORE
Multiplay in the Americas: Aggressive Pricing Discount Strategy and Value-Added Services to Drive Multiplay Growth in the Region

Summary

Broadband infrastructure has positioned operators globally to provide fixed voice, fixed Internet and pay-TV over a single connection as a triple-play package, and with fixed-mobile convergence (FMC) also offer quad-play services by adding mobile services. In the Americas, operators are offering such mulitplay service bundles with unified billing and some sort of special deal to reduce churn, improve customer loyalty, increase ARPS, tap new revenue opportunities, and circumvent rising competition.

Aggressive discount pricing and value-added services offered by operators are the primary factors driving the multiplay services market in the Americas region. Aggressive discount pricing is primarily being adopted by most operators in Latin America, including Entel in Chile, ETB in Colombia, and Izzi in Mexico to attract new customers and increase multiplay service penetration. Conversely, most North American operators, including Verizon in the US and Telus in Canada are integrating value-added services with their multiplay packages for retaining customers and rewarding loyal customers.

Multiplay household penetration has been comparatively higher in North America with the US and Canada achieving 60% and 77% penetration respectively in 2016. Multiplay services growth in coming years however will be mainly driven by Latin America countries with relatively lower multiplay household penetration such as Peru, Puerto Rico and El Salvador. The large underserved market for multiplay services in the region provides a huge opportunity to tap and drive revenues. However it is imperative that the operators invest on improving fixed broadband infrastructure and provide OTT video capabilities like multi-screen, catch-up TV and VOD to compete against standalone OTT services and improve their business prospects.

Lack of fixed broadband infrastructure for FMC in Latin America has been a major challenge for growth in quad-play services in the region. Competition from standalone OTT services will also be a major challenge for multiplay service providers.

The report "Multiplay in the Americas: Aggressive Pricing Discount Strategy and Value-Added Services to Drive Multiplay Growth in the Region" provides an executive-level overview of the multiplay market in the Americas region, with market size and forecasts of key indicators up to 2021.

In particular, this report provides the following:
  • Market size and forecast: A look at the total market size and forecast for multiplay services in North and Latin America, with an overview analysis per country.
  • Drivers and Challenges: An overview on the key drivers and challenges impacting multiplay service providers to foster multiplay service adoption.
  • Case studies: Provides key findings regarding competitive analysis, product offering, pricing strategy, and strategic actions that operators are developing to enhance customer experience of multiplay service users.
  • Key findings and recommendations: Concludes with a number of key findings and a set of recommendations for network operators, network vendors and regulators.
Companies mentioned in this report: AT&T, Bell Canada, Claro Brazil, Entel Chile, ETB Colombia, Entel Bolivia, HBO, Grupo Televisa, Megacable, Movistar Argentina, Movistar Peru, Netflix, Oi Brazil, Rogers Canada, Telecom Argentina, Totalplay Mexico, Verizon, Vivo Brazil.

Scope
  • The author forecasts the number of multiplay households in the Americas is set to grow at a CAGR of 2.4% between 2016 and 2021.
  • Lack of fixed broadband infrastructure for FMC in Latin America has been a major challenge for growth in quad-play services in the region. Competition from standalone OTT services will also be a major challenge for multiplay service providers.
  • Multiplay household penetration has been comparatively higher in North America with the US and Canada achieving over 60% penetration in 2016. Multiplay services growth in coming years however will be mainly driven by Latin America countries with relatively lower multiplay household penetration.
Reasons to buy
  • This Insider Report provides helps executives build proactive, profitable growth strategies by offering comprehensive, relevant analysis of the multiplay services market in North and Latin America based on insights directly from local market players.
  • This Insider Report provides a five-year forecast of the multiplay market, developed using the author’s rigorous bottom-up modeling methodologies, to enable executives to effectively position their companies for growth opportunities and emerging trends in demand for their products.
  • Three case studies illustrate the findings of the report, providing insight into particular situations in the multiplay market; this will help the reader understand both the challenges confronted in the real world and the strategies employed to overcome those challenges.
  • The report discusses concrete opportunities in the multiplay market, providing a number of actionable recommendations for operators, network vendors and regulators.
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Note: Product cover images may vary from those shown
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FEATURED COMPANIES

  • AT&T
  • Claro Brazil
  • Entel Chile
  • Grupo Televisa
  • Megacable
  • Movistar Peru
  • MORE
Executive summary
Section 1: Regional Multiplay Context
Fixed Broadband and Pay-TV Penetration Matrix
Multiplay Market Size and Forecast
Multiplay Average Monthly Household Spend
Regulatory Framework
Section 2: Drivers and Inhibitors Impacting the Multiplay Market in Americas
Multiplay Service Drivers and Inhibitors for Operators
Driver: Attractive Bundling Pricing
Driver: Multi-service Value-added Services
Inhibitor: OTT Competition
Inhibitor: Lack of Infrastructure to Support FMC
Section 3: Case Studies
Case Study: Verizon in the US
Case Study: Claro in Brazil
Case Study: Totalplay in Mexico
Key Findings and Recommendations
Key Findings
Recommendations
Acronyms and Definitions
Companies Mentioned

List of Exhibits
Exhibit 1: Fixed Broadband and Pay-Tv Penetration Matrix, Selected Countries, Americas, 2016
Exhibit 2: Multiplay Households by Type of Bundle, Americas, 2016
Exhibit 3: Multiplay Households and Penetration, Selected Countries, Americas, 2016 Vs 2021
Exhibit 4: Total Multiplay Services Revenue, Americas, 2015-2021
Exhibit 5: Multiplay Average Monthly Household Spend, Selected Countries, Americas, 2016
Exhibit 6: Regulation On Multiplay Services, Selected Countries, Americas
Exhibit 7: Main Factors Affecting The Multiplay Market Growth, Americas, 2017
Exhibit 8: Comparison Of Triple-Play And Standalone Services, Select Operators, Americas
Exhibit 9: Triple-Play Rgus’ Growth For Entel Hogar Multiplay Service, Chile, Q1 2017 Vs Q1 2016
Exhibit 10: Fixed Service Revenue Growth for Movistar, Peru, Q1 2017 Vs Q1 2016
Exhibit 11: Value-Added Service Options Available for Operators to Integrate with Multiplay Bundles
Exhibit 12: Examples of Value-Added Services By Telecom Operators Across the Region
Exhibit 13: Operator’s OTT Initiatives, Americas 20
Exhibit 14: Countries with less than 7.5% Fixed Broadband Population Penetration in LATAM, 2016
Exhibit 15: FTTH/B Access Line CAGR in Select LATAM Countries, 2016-21
Exhibit 16: Select LATAM Countries with Highest Net Additions of FTTH/B Fixed Broadband Lines, 2016-2021
Exhibit 17: Key Facts, Multiplay Offering, Verizon US, 2017
Exhibit 18: Verizon Multiplay Forecast, 2015-2021
Exhibit 19: Key Facts, Multiplay Offering, Claro Brazil, 2017
Exhibit 20: Key Elements and Pricing of Claro Brazil’s Selected Quad-Play Plans, 2017
Exhibit 21: Key Facts, Multiplay Offering, Totalplay Mexico, 2017
Exhibit 22: Totalplay Multiplay and Partnership Strategy, Mexico
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  • AT&T
  • Bell Canada
  • Claro Brazil
  • Entel Chile
  • ETB Colombia
  • Entel Bolivia
  • HBO
  • Grupo Televisa
  • Megacable
  • Movistar Argentina
  • Movistar Peru
  • Netflix
  • Oi Brazil
  • Rogers Canada
  • Telecom Argentina
  • Totalplay Mexico
  • Verizon
Note: Product cover images may vary from those shown
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