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Multiplay Services: Bundling Growth and Strategies Beyond Traditional Quadruple-Play

Multiplay Services: Bundling Growth and Strategies Beyond Traditional Quadruple-Play


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Executive 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 Research's 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 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: AT&T 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

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 AT&T offer, US, 2015

EXHIBIT 20: AT&T pricing and promotion bundling model, US, October 2015

EXHIBIT 21: AT&T 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

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 AT&T offer, US, 2015

EXHIBIT 20: AT&T pricing and promotion bundling model, US, October 2015

EXHIBIT 21: AT&T 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

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3Italia

Apple

Arabsat

AT&T

Beeline Russia

Bell Canada

Blizoo

BT

Cable and Wireless

China Telecom

China Unicom

Columbus International

Deutsche Telekom

DirecTV

Dropbox

EE

ETB Colombia

Etisalat UAE

ipNX Nigeria Limited

Jazztel

Kabel Deutschland

KDDI

KT Corporation

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MEO Portugal

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Netflix

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O2 Czech Republic

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Orange Poland

PLDT

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Singtel

Sky UK

STC Saudi Arabia

Telekom Malaysia

Telekom Slovenije

Telkom South Africa

Telstra Australia

Telus

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UPC

Verizon

Virgin Media

Vodacom

Vodafone Greece

Vodafone Spain

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Multiplay, bundle, double-play, triple-play, quadruple-play, quad-play, smart living, connected-home, fixed-mobile convergence, FMC, value-added services.


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