サマリー
このレポートは、通信事業者が自社のテレビサービスのマーケティングで利用している戦略と大きな変革期にあるテレビ市場での事業者がみせる成長について、詳細に分析しています。
Telcos’ TV services are currently enjoying one of the highest rates of growth in the marketplace. Initially a source of distinction between ISPs, TV has become a central part of telcos’ marketing and growth strategies. This report takes a detailed look at the marketing strategies that telcos use when marketing their TV services, and at their growing prominence in a TV market in the throes of major upheavals.
Key Questions
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What role do television and associated services play in telcos' strategies?
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What type of media offers are telcos marketing and what networks are they using to deliver them?
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How are telcos fitting their services into the multi-screen universe (TV, mobile, PC...)?
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What live TV services are on offer? How are video-on-demand (VoD) services being incorporated?
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Is there a single dominant model, and what are some of the more innovative solutions out there?
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What role do telcos play in the TV market and how are they positioning themselves?
Players profiled
Methodology:
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Carriers’ strategic positioning with respect to television
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Description of the live TV offer
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Description and pricing of television-based TV/video services
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Description of other content services and STB features
Player profiles:
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AT&T
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Belgacom
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BT Vision
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Deutsche Telekom
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Free
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KPN
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Orange
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Portugal Telecom/MEO
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Telefonica Spain
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Telecom Italia
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Verizon
目次
1. Executive Summary
2. Methodology
3. Telcos’ TV services
3.1. TV-based services
3.1.1. IPTV (managed networks)
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Example of a new generation STB: SFR and its TV Evolution set-top box
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Vodafone Portugal, a frontrunner in the development of a partnership with Xbox 360
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AT&T U-verse on the Xbox 360
3.1.2. DTT
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KPN’s bundling strategy: gradual development of an ambitious solution
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BT Vision: a series of partnerships to achieve strong superfast broadband objectives
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Mobistar Belgium: theoretically quintuple play solution
3.1.3. Satellite
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Portugal Telecom: using pay-TV as a core development path
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France Telecom: varying degrees of success for satellite depending on the market
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DirecTV, a key partner for American ISPs
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Telefonica, proactive satellite policy, but varying in scale from market to market
3.1.4. Cable
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Magyar Telekom/Deutsche Telekom: cable losing out to IPTV and satellite services
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Telefonica, Peru’s cable heir
3.2. Mobile services
3.2.1. On broadcasting networks
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Popular free services based on TV channels in South Korea and in Japan
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Telcos’ struggling paid services
3.2.2. On unicasting networks (3G)
3.3. Computer-based services
3.3.1. Essentially an extension of the fixed or mobile TV offer
3.3.2. But also a desire to reach the entire online population
4. Marketing strategies for TV services
4.1. Live TV services
4.1.1. The end of the bonus TV model?
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France: alone in the “free” IPTV model
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Bonus TV strategy also being employed on mobile
4.1.2. Dominant model: no TV without Internet
4.1.3. Less common: stand-alone TV services
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Infrequent on telecom networks
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And on broadcasting networks
4.2. Video on-demand offers
4.2.1. Often tied to live TV
4.2.2. Except when carriers do not offer live programming on their own network
5. Industry organisation & strategies
5.1. Telcos’ role in the TV market
5.1.1. Distributors above all
5.1.2. Generally service and package providers
5.1.3. More rarely content producers and/or TV station operators
5.2. TV at the heart of telcos’ strategies
5.2.1. TV as an instrument of distinction for ISPs
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Way to attract new customers
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Means of securing customer loyalty
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Way to increase ARPU
5.2.2. Need to differentiate from other TV broadcasting/distribution platforms
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Through the STB
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Through innovative services
5.3. Telcos’ role in the TV market
5.3.1. Still only a small footprint in the market, but boasting the highest growth rates
5.3.2. Different market positioning depending on state of local competition
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In cable-dominated markets, telcos are being the most innovative with TV
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Strategies vary in markets with a powerful pay-TV provider
5.3.3. Strategies influenced by the regulatory environment
6. Carrier profiles (End of October 2011)
Methodology:
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Carriers’ strategic positioning with respect to television
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Description of the live TV offer
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Description and pricing of television-based TV/video services
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Description of other content services and STB features
6.1 AT&T
6.2 Belgacom
6.3 BT Vision
6.4 Free
6.5 Orange
6.6 Portugal Telecom/MEO
6.7 Verizon
6.8 Telefonica Espagne
6.9 Telecom Italia
6.10 Deutsche Telekom
6.11 KPN
