Mobile_OperatorsService Providers

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Author: Sue Rudd
Publication Date: May 20 2010
Pages: 5
Report Type: Report, Word
Service Providers

Executive Summary How Mobile Broadband Wins Against Quad Play



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Report Summary:

Can Mobile Operators compete effectively with large Fixed Service Providers offering Quad Play? To answer this we created competitive product/service bundle scenarios using the Strategy Analytics Tariff Response Model (TRM) that is based on statistical estimates of `Virtual Shopping' choices made by over 3,500 survey respondents in six countries (France, Germany, Italy, Spain, UK and US).

We created TRM Scenarios for the Mobile Broadband markets in France, Germany, Italy UK and US and specifically analyzed possible service combinations for Mobile Broadband operators to compete against Fixed Operators in those countries. [Note: For our market analysis we examined only users that would be willing to switch services or vendors.]

One competitive option analyzed in detail is a new version of `Triple Play' - Mobile Broadband plus Home Internet Broadband and Home Phone which we call `Mobile Broadband Triple Play' (MBTP) - a combination that 4G networks will soon be able to deliver.

In Part 1 of the Report we summarize the combinations of services that are purchased with Mobile Broadband services today and the prices users currently pay. This allows us to determine what they may be willing to pay for new services in our TRM Scenarios for each of the six countries.

We found that in several countries between one quarter and one third of users would consider purchasing the MBTP bundle of Mobile, Internet Broadband and Home Phone services in preference to a full Quad Play solution with TV at a slightly higher price.

In Part 2 we use the Scenario results to project how Mobile Broadband Triple Play (MBTP) and Quad Play are likely to succeed in different countries.

In a separate analysis, we will next look at the implications for competing operators in each country, under local market conditions. In this analysis we will be publishing competitor brand share projections for each of the six countries.


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