At tefficient, we’ve built a comprehensive before/after analysis framework of the results operators have achieved when transforming their offers from single-service to quad-play.
There are many indications that quad-play is about to become the new European standard: Telekom will go quad-play in Germany during 2014; Vodafone has acquired Kabel Deutschland and Ono to go beyond mobile-only; TeliaSonera reorganised 1 April to converge fixed and mobile on a national basis.
Quad is propagating over Europe with south-westerly winds. The map above shows the wind direction: From Portugal, Spain and France towards Central and North Europe.
The first step towards true quad is often what we call light quad – a discount that a customer gets if he or she adds mobile to triple-play. In this case, it’s typically not very prominent in operator’s marketing, there’s typically no product brand name, and far from the straight-forward pitch of true quad operators.
The current position of European operators – who have quad capability – is seen in our quad pyramid above. The arrows indicate operators that are seen to take action to move upwards.
Through our before/after analysis, we’ve spotted several very interesting outcomes – best as well as worst practices. These can be used to either prepare your own journey into quad – or understand how to best defend against quad-capable competitors.
How have mobile operators introduced single- and multi-user shared plans in USA, Sweden, Finland, Norway, Denmark, Canada and the UK? Which business results have operators achieved and how has competition reacted? Which modifications have been necessary and when? Can the same customer loyalty effects be achieved without the heavy implementation of multi-user shared plans? Which defensive actions have proven to be most successful?
Based on these international facts and best practice, what would tefficient recommend? Taking local conditions, operator strategy and market position into account.
How are mobile operators monetising mobile data in Sweden, Finland, Norway, Denmark – and in a few other international markets? Which changes have operators made to their monetisation models during the past years? How have these changes affected business results and how has competition responded?
Based on these international facts and best practice, what would tefficient recommend when it comes to e.g. volume caps, overage policy, throughput tiers and shared plans? Taking local conditions, operator strategy and market position into account.
Which operators in the world have advanced the furthest in incorporating operator Wi-Fi – based on hotspots and/or homespots – into a solution to offload mobile data and enhance the mobility of Wi-Fi-only devices? Which are their figures? What are the strategies and drivers behind? How has monetisation been solved? Are strategies different for telcos, cellcos and cablecos?
How should we apply what’s happening elsewhere onto our local competitive context? What should we be prepared for?
tefficient was asked to prepare and faciliate a workshop – focusing on these questions – for key stakeholders within an international operator group.
Triggered by Vodafone’s 7,7 BEUR cash offer for cableco Kabel Deutschland and the emphasis Vodafone has put on communicating the importance of being able to offer quad-play (fixed broadband, TV, voice and mobile) in the German market, the question has to be asked: Isquad-play a competitive necessity?
This analysis compares data from operators that have taken the quad-play road: Orange France, SFR, Movistar Spain, Virgin Media, Swisscom, TDC and Orange Poland.
Their take-up might be impressive – driven by significant discounts – but what effect has it had on customer loyalty?
Analysis of operator business upsides and downsides when launching 4G LTE. Commissioned by Comptel. Live presentation of an extract of the analysis, titled “Pinpoint the right customers: LTE handsets in wrong hands will dilute margin” to Comptel’s customers at two occasions during MWC in Barcelona.
A special analysis, commissioned by Comptel was launched shortly after.
Market analysis covering differentiation parameters in commercial offers (throughput, allowance, service content, QoS, price), overage handling and traffic management policy for 17 operators in 5 key markets globally. Concluding what worked – and what didn’t. Resulting in comparative recommendations. Commissioned by an international operator group.
Providing a global provider of business support systems with an in-depth analysis of the strategy and business result of a certain global operator group – covering their global operation, but also 8 key country markets including competing operators. Identifying areas of strategic alignment and business development opportunities.
Measure, compare and improve competitiveness within telecoms