Innovation Report Innovation

Strategies of Telecom Operators

How to retain margins
Ref: M12312 June 2012

Market maturity, increased and multi-faceted competition, a difficult macroeconomic context and sustained regulatory pressure have an impact on the margins of most operators in advanced economies. This study analyses the initiatives being taken by telecom operators to contain their margins, such as: keeping costs under control, choosing investments, winning over new customers, valuation of assets, etc.

Which avenues for reducing expenditure are worth exploring? Are customer management and segmenting offers key measures? Is increasing customer numbers a real source of margin? Does increasing revenue per user also have a positive impact on margins? Questions which are still open: subsidizing handsets, monetizing usage, the place of content, ?

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Contents (PDF report)

1. Executive Summary 2. Methodology 3. Operators under increasing pressure
3.1. A generally deteriorating politico-economic context 3.2. Mature mobile markets 3.3. Exploding usage 3.4. Regulatory pressures still strong 3.5. Increasing competition 4.3.4. Increasing mobile data tariffs 4.3.5. Supplying and distributing differentiating content 4.3.6. Related activities

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5. Measures which are effective to varying degrees

5.1. Tightening expenditure 5.2. Increasing the customer base 5.3. Increasing revenue

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4. A large range of actions for retaining margins

4.1. Tightening expenditure 4.1.1. Organizational and financial measures 4.1.2. Operational and functional measures 4.1.3. General strategy measures 4.1.4. Technical and technological measures

6. Challenges and open questions

6.1. Confirming the benefits of segmentation and family offers 6.2. Clarifying strategies concerning content 6.3. Activating converged access and offers for quadruple play offers 6.4. Improving network resource management 6.5. Changing handset subsidies sustainably 6.6. Using identified growth avenues for margin vectors 6.7. Continuing to monetize usage

Project Manager Carole Manero c.manero@idate.org Tel: +33 (0)467 144 428

Related reports available:

The World Telecom Services Market Multiplay: new supplyside strategies Telco TV Strategies

4.2. Increasing the customer base 4.2.1. Winning and segmenting new customers on a given market 4.2.2. Winning new geographical markets 7. 4.2.3. Improving customer relationships and experience 4.3. Increasing revenue 4.3.1. Fighting against cannibalization of some revenues 4.3.2. Quality of stock, valuation of existing subscribers 4.3.3. Innovation in the offer: bundles, up- & cross-selling

Telecom operator profiles

America Mvil AT&T China Mobile Deutsche Telekom France Telecom KDDI NTT Telefnica Verizon Communications Vodafone

Upcoming reports:
Future Telecom Pricing Strategies Vertical Markets FTTx services

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Strategies of telecom operators (extracts)

Developing EBITDA margins (%)

March N to March N+1 Source: IDATE June 2012

Impact of the measures explored by telecom operators

Source: IDATE June 2012 IDATE - BP 4167 34092 Montpellier Cedex 5 Tel: +33 (0) 467 144 444 Fax: +33 (0) 467 144 400 - info@idate.org www.idate.org

Strategies of Telecom Operators

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Market & Data

The World Telecom Services Market

Markets & Data 22nd edition M11301_2 January 2012
This report provides a snapshot of the current state of the telecom services market, along with details on global trends as they are playing out both regionally and nationally. It explores the growth dynamics in the different market segments, in terms of user numbers and sales up to 2016, along with recent developments among telcos, including mergers and acquisitions and global rankings. The recovery is underway, with growth worldwide reaching slightly more than 3% in 2011: is the divide between advanced and emerging economies widening? Is the tremendous growth of mobile data services enough to drive a shift in revenue structure? How much do fixed broadband and ultra-fast broadband Internet services as well as mobile data services need to grow to sustain lasting market growth? Is the increasing power of certain carriers repainting the global telecom landscape?
>Database (Excel) Markets & Forecasts up to 2016 by country and by segment: Fixed telephony Mobile services Fixed Internet services and data

Report (pdf)
Contents 1. Executive Summary
1.1. The recovery is confirmed but precarious 1.2. Market trends 1.3. Trends by region 1.4. Mid-term forecasts

Internet - Internet subscribers - Dial-up subscribers - Broadband subscribers (DSL, cable modem, FTTx subscribers, other broadband subscribers, VoIP subscribers)

Deliverables: Report (pdf) Database (Excel) Slideshow (pdf) Publication date: January 2012 1-5 user licence: EUR 3 500 Sales contact: Isabel Jimnez i.jimenez@idate.org Tel. : +33 (0)467 144 404

Revenue indicators
Fixed telephony Mobile services
Mobile voice services Mobile data services Internet and data - Corporate data services - Internet services Total telecom services

2. Methodology
2.1. Database 2.2. Definition of indicators and sources

3. Mergers and acquisitions 4. Rankings

4.1. Rankings by revenue 4.2. Rankings by market capitalization 4.1. Rankings by subscriber numbers

Regions & countries

North America Canada USA Latin America Brazil Mexico Asia-Pacific China India Japan South Korea Africa-Middle East

Project Manager Carole MANERO c.manero@idate.org Tel: +33 (0)467 144 428

5. Europe 6. North America 7. Asia-Pacific 8. Latin America 9. Africa and the Middle East

Other available reports: World Internet Usage & Markets Apps & the mobile Internet LTE - Strategies for MNOs Trends in telco capex Upcoming reports: Future Telecom Changes in offers & bundles fixed/mobile Pricing strategies Vertical markets Telcos strategies Annual services: LTE Watch Service FTTx Watch Service - Half-yearly updated database - Monthly Insights - Analyst access More information at www.idate.org

Database (Excel)
Indicators for each zone and country analysed: Historical data 2008-2010 Estimates for 2011 Forecasts 2012-2016 Key indicators Fixed telephony - PSTN/ISDN lines - Annual change (%) - Density (% of population) Mobile services - Mobile subscribers - 2G subscribers - 3G subscribers - Prepaid subscribers- Postpaid subscribers

European Union Austria Belgium Bulgaria Czech Republic Denmark Estonia Finland France Germany Greece Hungary Ireland Italy Latvia Lithuania Luxembourg Netherlands Poland Portugal Romania Slovenia Slovakia Spain Sweden UK Rest of Europe Norway Russia Switzerland Turkey

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Database Markets & Forecasts 2008-2016 (Excel) - Excerpts

Europe Telecom services market in value 2008 USD Fixed telephony Mobile services Mobile voice services Mobile data services Fixed Internet & data Corporate data services Internet services Total telecom services EUR Fixed telephony Mobile services Mobile voice services Mobile data services Fixed Internet & data Corporate data services Internet services Total telecom services
Source : IDATE, in "World Telecom Service Market", 2012 Edition F: Forescast

Millions, unless otherwise mentioned 2009 2010 2011F 109 214 208 440 159 222 49 218 85 665 31 287 54 377 403 319 82 462 157 382 120 219 37 162 64 681 23 623 41 057 304 524 101 738 211 529 156 155 55 375 89 250 30 917 58 333 402 517 76 817 159 714 117 904 41 810 67 388 23 343 44 044 303 918 94 022 213 528 151 112 62 416 91 718 30 941 60 777 399 268 70 991 161 223 114 097 47 127 69 251 23 362 45 890 301 465

2012F 88 868 215 454 146 038 69 416 94 870 31 231 63 639 399 192 67 099 162 678 110 266 52 412 71 631 23 581 48 050 301 408

2013F 85 473 219 899 144 017 75 882 98 966 31 848 67 117 404 338 64 536 166 033 108 739 57 294 74 724 24 047 50 677 305 293

2014F 83 134 224 741 143 356 81 385 103 338 32 736 70 601 411 213 62 770 169 690 108 240 61 450 78 025 24 717 53 307 310 484

2015F 81 649 229 653 143 628 86 024 107 735 33 848 73 887 419 037 61 649 173 398 108 446 64 952 81 345 25 557 55 788 316 392

2016F 80 801 234 466 144 782 89 683 112 035 35 140 76 895 427 301 61 008 177 032 109 317 67 715 84 591 26 532 58 059 322 632

117 498 210 611 166 759 43 852 82 204 31 406 50 798 410 312 88 716 159 021 125 910 33 110 62 067 23 713 38 355 309 804

Brazil Telecom services market in value Million currency units, unless otherwise mentioned 2008 2009 2010 2011F 2012F National currency (BRL) Fixed telephony Mobile services Mobile voice services Mobile data services Fixed Internet & data Corporate data services Internet services Total telecom services USD Fixed telephony Mobile services Mobile voice services Mobile data services Fixed Internet & data Corporate data services Internet services Total telecom services EUR Fixed telephony Mobile services Mobile voice services Mobile data services Fixed Internet & data Corporate data services Internet services Total telecom services
Source : IDATE, in "World Telecom Service Market", 2012 Edition F: Forecast

2013F 36 411 62 637 49 483 13 154 20 920 4 972 15 949 119 968 20 697 35 605 28 128 7 477 11 892 2 826 9 066 68 194 15 627 26 883 21 238 5 645 8 979 2 134 6 845 51 489

2014F 35 783 64 477 50 163 14 314 22 616 5 245 17 371 122 876 20 340 36 651 28 514 8 136 12 855 2 981 9 874 69 846 15 358 27 673 21 530 6 143 9 706 2 251 7 455 52 737

2015F 35 171 65 870 50 720 15 150 24 260 5 507 18 753 125 301 19 992 37 443 28 831 8 612 13 790 3 130 10 660 71 225 15 095 28 271 21 769 6 502 10 412 2 364 8 048 53 778

2016F 34 573 67 086 51 321 15 765 25 901 5 755 20 146 127 560 19 652 38 134 29 172 8 961 14 723 3 271 11 452 72 509 14 838 28 793 22 026 6 766 11 117 2 470 8 647 54 748

43 814 44 712 40 598 4 113 13 147 3 721 9 426 101 672 24 905 25 415 23 077 2 338 7 473 2 115 5 358 57 794 18 804 19 190 17 424 1 765 5 643 1 597 4 046 43 637

42 718 49 859 43 713 6 146 14 372 3 832 10 540 106 949 24 282 28 341 24 848 3 493 8 170 2 178 5 991 60 793 18 334 21 399 18 761 2 638 6 168 1 645 4 524 45 902

40 112 52 800 44 775 8 026 15 934 4 116 11 819 108 847 22 801 30 013 25 451 4 562 9 058 2 340 6 718 61 872 17 216 22 661 19 217 3 445 6 839 1 766 5 072 46 716

38 491 57 030 47 049 9 980 17 450 4 404 13 047 112 972 21 880 32 417 26 744 5 673 9 919 2 503 7 416 64 216 16 520 24 477 20 193 4 283 7 490 1 890 5 599 48 486

37 249 60 738 48 894 11 844 19 241 4 690 14 550 117 227 21 173 34 525 27 793 6 732 10 937 2 666 8 271 66 636 15 987 26 068 20 985 5 083 8 258 2 013 6 245 50 313

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Innovation Report Innovation report

Bundling & selling services with access: New supply-side strategies

Bundles, content, smart access, segmentation
Ref: M12308 April 2012

This report takes a look at the major developments in services being bundled with Internet access.

At a time when telecom markets are stagnating, what possible growth outlets are there for telcos? What are the major innovations in the area of services bundled with access: additional services, content, smart access, segmentation?

It analyses trends in triple and quadruple-play bundles, their convergence and their economic impact on vendors.
It also explores deep product line strategies: digital home, rich communication, secure access, and opportunities tied to segmentation.

What are the assets and limitations of bundling strategies? How do bundles affect ARPU, margins and customer loyalty?
Will adding content to the equation bring growth and, if so, for which type of operator? Is enhancing access with other services closer to telcos core business a sound development strategy? Is segmentation operators main strategy for handling the explosion in traffic on the networks?

Can telcos sell quality of service?

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Contents (PDF report)

1. Executive Summary 2. Methodology 6. Smart access
6.1. Introduction 6.2. Rich communication
6.2.1. Services bundled with landline calling 6.2.2. Rich mobile communication 6.2.3. Location-based services

Deliverables: Report (PDF) Slideshow (PPT) April 2012 3,500 (1 to 5-user licence) Sales: Isabel Jimenez i.jimenez@idate.org Tel.: +33 (0)467 144 404

3. Introduction
3.1. Background and objectives 3.2. Key factors in supply-side strategies
3.2.1.Technlogical developments 3.2.2. Structure of demand 3.2.3. Increased competition 3.2.4. Economic situation 3.2.5. Regulatory situation 3.2.6. Telcos market objectives

6.3. Digital home

6.3.1. Access to content 6.3.2. The home network 6.3.3. Remote access to the home

6.4. Secure access

6.4.1. Storage and security 6.4.2. Insurance 6.4.3. Payment

4. Service bundles
4.1. Definition: cross-selling & bundles 4.2. Usage: bundling is a market reality 4.3. Vendors positioning on quadruple play bundles
4.3.1. Changing positions 4.3.2. Vendors positioning with respect to the quadruple play 4.3.3. Bundling strategies by type of vendor

6.5. Opportunities in services close to telcos core business, with prospects for bigger margins and an edge over the Internet giants

7. Segmenting services
7.1. Segmenting access solutions to monetise the network
7.1.1. Usage-based billing 7.1.2. Speed-based billing 7.1.3. QoS offers 7.1.4. Capping traffic to educate users 7.1.5. Market opportunities tied to the type of network, and a niche target market

Project Manager Sophie LUBRANO s.lubrano@idate.org Tel: +33 (0)467 144 425

4.4. The triple play

4.4.1. Triple play as industry standard and the gradual disappearance of standalone offers 4.4.2. Examples of triple play bundles

Available related reports: World telecom services market Telcos TV strategies Future TV 2020: Taking it to the Web World internet usage & markets

4.5. The quadruple play

4.5.1. Quadruple play bundles still a novelty 4.5.2. Examples quadruple play bundles

4.6. Analysis of bundling strategies

4.6.1. Triple and quadruple play pricing strategies 4.6.2. Bundles economic impact on ARPU, churn and margins 4.6.3. How far can existing customers be monetised? 4.6.4. Perspectives: IPTVs role in triple and quadruple play bundles, and the search for convergence

7.2. Family offers: targeting individuals and their circle to secure loyalty
7.2.1. Multiple-line solutions 7.2.2. Packages for typical families

7.3. Targeted offers for different segments of the population 7.4. Trend: segmentation, a vital challenge

5. Access + content strategies

5.1. Definition 5.2. Operators positioning on offers that include content 5.3. Must-have services
Premium TV VOD PVR

8. Conclusion: several points of leverage 9. Player profiles

Company presentation and line strategy for: Comcast Free SFR Virgin Media UK Telecom Italia FastWeb Orange France Verizon Vodafone Spain Telefnica Spain

Upcoming reports: Telcos strategies Future Telecom OTT video & CDN markets FTTx market revenue & Strategies

5.4. Content that lends an edge

Music Games

5.5. Packages that combine different types of content 5.6. Strategic analysis: integrator, aggregator or provider of quality access: which is the way to go?

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Bundling & selling services with access (excerpts)

Positioning strategies for services bundled with access

Source: IDATE April 2012

Various strategies to conquer and secure customers and protect margins

Source: IDATE April 2012 IDATE - BP 4167 34092 Montpellier Cedex 5 Tel : +33 (0) 467 144 444 Fax : +33 (0) 467 144 400 - info@idate.org www.idate.org

New Multiplay Strategies

M12308 May 2012

Service

Bundles, Content, Smart Access, Segmentation

This study includes: - a report - a PowerPoint presentation

LIDATE cre le DigiWorld Institute

Depuis 1977, lIDATE s'est impos, par la comptence de ses quipes dtudes spcialises, comme une rfrence dans le suivi des marchs des secteurs tlcoms, Internet et mdias. Fort du soutien de ses membres, reprsents par prs de 40 acteurs majeurs de lconomie numrique, lInstitut a engag sous lappellation DigiWorld une nouvelle tape de son dveloppement structure autour de trois lignes d'activits : DigiWorld Institute, un Forum europen largement ouvert sur le monde. Le DigiWorld Institute amplifie les initiatives collectives de l'IDATE telles que le DigiWorld Summit, le DigiWorld Yearbook ou les Clubs mensuels mis en place Londres, Paris et Bruxelles. Il propose ses membres de participer des programmes de recherche collaboratifs sur les grandes problmatiques du futur de l'industrie, en mobilisant les comptences dexperts extrieurs et de ses quipes IDATE Research, un observatoire indpendant qui a pour vocation d'organiser une veille active sur l'conomie numrique, de collecter les donnes pertinentes et de proposer des analyses de rfrence sur les marchs et les innovations dans les secteurs des tlcommunications, de l'Internet et des mdias travers un catalogue complet de rapports et de services de veille. IDATE Consulting, une capacit d'analyse et de conseil. Nos quipes d'conomistes et d'ingnieurs ont tabli leur crdibilit et leur indpendance travers la ralisation de centaines de missions dtudes confies chaque anne par les grands acteurs de lindustrie et les pouvoirs publics.

Contributeurs > Sophie LUBRANO, Responsable du ple "Usages"

l'IDATE depuis novembre 2000, Sophie est spcialise dans l'analyse de la demande, en particulier sur les usages grand public. Elle dispose galement de comptences dans l'analyse de l'offre, notamment la stratgie des acteurs en matire de services sur Internet. Ses missions portent principalement sur les diffrents domaines des tlcoms : Internet, audiovisuel, tlphonie fixe et mobile. Auparavant, elle tait consultante-conomiste au B.I.P.E. o elle suivait les diffrents marchs des tlcoms. Sophie est conomiste, diplme de l'ESLSCA (Ecole Suprieure Libre des Sciences Commerciales Appliques). s.lubrano@idate.org

> Gilles FONTAINE, Directeur Gnral Adjoint > Didier POUILLOT, Directeur de l'Unit "Stratgies Tlcoms" > Stphanie VILLARET, Co-responsable du ple "Satellite"

Copyright IDATE 2012, BP 4167, 34092 Montpellier Cedex 5, France Tous droits rservs Toute reproduction, stockage ou diffusion, mme partiel et par tous moyens, y compris lectroniques, ne peut tre effectu sans accord crit pralable de l'IDATE. IDATE, DigiWorld, DigiWorld Institute et DigiWorld Yearbook sont des marques internationales dposes de lDATE

ISBN 978-2-84822-272-1 ISSN 2109-6791

New Multiplay Service Strategies

Contents
1. Executive Summary
1.1. 1.2. 1.3. 1.4. 1.5. Context Multiplay bundles Content strategy Smart access Segmentation

2. Methodology 3. Introduction
3.1. Study context and objectives 3.2. Determining factors in offering strategies 3.2.1. Technological advances 3.2.2. Market structure: saturation in pay packages on one side and an explosion in usage on the other 3.2.3. Intensifying competition 3.2.4. Economic outlook: stagnating revenue 3.2.5. Regulatory factors 3.2.6. Operators market objectives

4. Multiplay Bundles
4.1. 4.2. Definition: the multiplay cross-selling strategy Consumption patterns: bundling is a market reality

4.3. Operator positioning in quadruple play services 4.3.1. Changes in positioning 4.3.2. Operator positioning in quadruple play services 4.3.3. Bundling strategies by operator type 4.4. Triple play 4.4.1. Triple play becoming the standard and single play gradually disappearing 4.4.2. Examples of triple play packages 4.5. Quadruple play 4.5.1. Quadruple play still in its infancy 4.5.2. Examples of quadruple play packages 4.5.3. Summary 4.6. Strategic analysis of multiplay bundles 4.6.1. Triple and quadruple play price positioning 4.6.2. Economic impact of bundling on ARPU, churn and profit margin 4.6.3. Limits to leveraging existing customer base 4.6.4. Outlook: triple plays threat to IPTV, waiting for full quadruple play convergence

5. Strategies Combining Access with Content

5.1. 5.2. Definition Operator positioning in plans that include content

5.3. Must-have services: premium TV, VOD and PVR 5.3.1. Premium TV 5.3.2. VOD 5.3.3. PVR

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New Multiplay Service Strategies

5.4. Differentiating with content 5.4.1. 5.4.2. 5.5. 5.6. Music Video games Packages that include multiple types of content Strategic analysis: integrator, aggregator or quality service providerwhich model is best?

6. Smart Access
6.1. Introduction 6.2. Rich communication 6.2.1. Home phone calling features 6.2.2. Rich mobile communication 6.2.3. Geolocation 6.3. Digital home 6.3.1. Access to content 6.3.2. Home network 6.3.3. Remote home access 6.4. Secure access 6.4.1. Storage and security 6.4.2. Insurance 6.4.3. Payment 6.5. Opportunities in services closely related to the core business, with potential for profit and a competitive edge over the Web titans

7. Segmentation of Offerings
7.1. Segmenting access offerings to make the network more profitable 7.1.1. Billing by volume 7.1.2. Billing by data speed 7.1.3. Quality of service offerings 7.1.4. Limiting usage to "educate" consumers 7.1.5. Market opportunities tied to type of network, and a smaller target 7.2. Family plans: targeting individuals and their groups to build loyalty 7.2.1. Multi-line offerings 7.2.2. Packages for typical families 7.3. 7.4. Offerings for specific segments of the population Trend: segmentation proving to be key

8. Conclusion: A Number of Levers to Work With 9. Player Profiles

9.1. Virgin Media UK 9.1.1. A growth model based on cross-selling and up-selling its customer base 9.1.2. Overview 9.1.3. Service strategy 9.2. Verizon 9.2.1. Betting on super-fast broadband and mobile 9.2.2. Overview 9.2.3. Service strategy 9.3. Comcast 9.3.1. Content to retain customers, broadband to drive ARPU and quadruple play on the horizon 9.3.2. Overview 9.3.3. Service strategy

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New Multiplay Service Strategies

9.4. Orange France 9.4.1. Offering centered around triple and quadruple play bundles including content 9.4.2. Overview of the Orange group 9.4.3. Orange France 9.4.4. Service strategy 9.4.5. Summary 9.5. Free 9.5.1. Low-cost-bundle approach to conquering the market 9.5.2. Overview 9.5.3. Service strategy 9.6. SFR 9.6.1. Mobile specialist turns multi-screen multiplay operator 9.6.2. Overview 9.6.3. Service strategy 9.7. Vodafone Spain 9.7.1. Overview of the Vodafone group 9.7.2. General service strategy 9.7.3. Vodafone Spain: synergy between fixed and mobile 9.8. Telefnica Spain 9.8.1. A business strategy focused on existing customers 9.8.2. Overview 9.8.3. Service strategy 9.9. Telecom Italia 9.9.1. Betting on VOD to retain current subscribers and win new customers 9.9.2. Overview 9.9.3. Service strategy 9.10. Fastweb 9.10.1. An extension to mobile that falls short of its success in triple play 9.10.2. Overview 9.10.3. Service strategy

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New Multiplay Service Strategies

Tables
Table 1: Table 2 : Table 3: Table 4: Table 5: Table 6: Table 7: Table 8: Table 9 : Table 10: Table 11: Table 12: Table 13: Table 14: Table 15: Table 16: Table 17: Table 18: Table 19: Table 20: Table 21: Table 22: Table 23: Table 24: Table 25: Table 26: Table 27: Table 28: Table 29: Table 30: Table 31: Table 32: Table 33: Table 34: Table 35: Table 36: Table 37: Table 38: Table 39: Table 40: Table 41: Table 42: Table 43: Table 44: Table 45: Table 46: Table 47: Table 48: Table 49: A large range of multiplay bundles Operator positioning in quadruple play services Cable operator positioning in quadruple play services and broadband market share Mobile operators service offerings Virgin Media ARPU and churn data Example of discounts on multiple SFR product lines Telecom operators methods of delivering TV and video service Strategies for packages that combine content and access Content bundling by certain operators TV consumption in the US Cost of the Cubomusica service from Telecom Italia Mobile bundles that include content from Orange Features of the Cubovision unicast TV and mobile video service from Telecom Italia Telecom operators positioning in the TV value chain Services included by Internet access plan BT fixed Internet access plans Virgin Media Some business and financial data points Breakdown of Virgin Media subscribers by bundle type as of Q3 2011 Virgin Medias basic services Virgin Media double play: fixed Internet access + mobile Web with a 3G dongle Virgin Medias multiplay bundles including TV Virgin Medias add-on services Virgin Medias Internet access-related services Data on Virgin Medias fixed customers Verizon Some business and financial data points Verizon FiOS triple play bundles Comcast Some business and financial data points Comcast's double play TV + Internet bundles Comcasts double play TV + voice bundles Comcasts triple play bundles Xfinity Home tablet Orange Some business and financial data points Orange France financial data Oranges bundles Free financial data Frees bundles SFR financial data SFRs bundles Vodafone Spain financial data Vodafone Spains bundles Telefnica Some business and financial data points Number of Telefnica customers in Spain (Telefnica Espaa) Description of Telefnicas triple play bundles Telecom Italia Some business and financial data points Telecom Italia Internet figures for the Italian market Telecom Italias bundles Telecom Italias TV and video content Fastweb Some business and financial data points Fastwebs bundles

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New Multiplay Service Strategies

***

Figures
Figure 1: Figure 2: Figure 3: Figure 4: Figure 5: Figure 6: Figure 7: Figure 8: Figure 9: Figure 10: Figure 11: Figure 12: Figure 13: Figure 14: Figure 15: Figure 16: Figure 17: Figure 18: Figure 19: Figure 20: Figure 21: Figure 22: Figure 23: Figure 24: Figure 25: Figure 26: Figure 27: Figure 28: Figure 29: Figure 30: Figure 31: Figure 32: Figure 33: Figure 34: Figure 35: Figure 36: Figure 37: Figure 38: Figure 39: Figure 40: Positioning strategies for access-based packages Pay-TV penetration Broadband penetration by country Pay-TV household ARPU Increase in IP traffic Change in the telecommunications market Penetration of bundled packages in European households Change in adoption of bundled packages in Europe Bundled package subscription details Inclusion of basic services in bundled packages Subscriptions rates to bundled packages by country Changes in the positioning of various players in terms of service offerings Market share in broadband and mobile services Operator positioning in quadruple play services Quadruple play strategies of operators in Europe and the US Triple play price positioning Growth in AT&Ts customer base Increase in Virgin Medias triple play subscriber base and ARPU Virgin Media churn rate by bundled package type Virgin Media ARPU based on churn Increase in the number of Virgin Media cable subscribers National Geographic in HD Triple-play fiber offers from Orange Service continuity for Sky content Vodafone instant messaging feature Example of an interface that includes communication and file/video sharing features Internet+ package from Orange Different strategies for winning over and retaining customers and increasing ARPU AT&Ts data packages Change in Virgin Medias subscriber base by Internet access speed Monitoring fixed Internet consumption with Comcast Change in number of Verizon FiOS and FiOS TV subscribers, 2008-2011 .......................... Verizon 4G/LTE coverage Change in number of Verizon mobile subscribers LTE-compatible handsets sold by Verizon Verizons data plans Broadband market share in the US Oranges business strategy Vodafone DSL router MiFi router

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New Multiplay Service Strategies

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Telcos TV Strategies
From a differentiation strategy to a strategy of innovation

Innovation Reports
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. What live TV services are on offer? How are video-on-demand (VoD) services being incorporated? Is there a single dominant model, and what are some of the more innovative solutions out there? What role do telcos play in the TV market and how are they positioning themselves? > In addition to in-depth analysis and a series of case studies, the report provides 11 detailed company profiles.

Key questions
What role do television and associated services play in telcos' strategies? What type of media offers are telcos marketing and what networks are they using to deliver them? How are telcos fitting their services into the multi-screen universe (TV, mobile, PC...)?

Consulting & Research

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Contents

Telcos TV Strategies
From a strategy of differentiation to one of innovation

1. Executive Summary 2. Methodology 3. Telcos TV services

3.1. TV-based services 3.1.1. IPTV (managed networks) Example of a new generation STB: SFR and its TV Evolution set-top box Vodafone Portugal, a frontrunner in the development of a partnership with Xbox 360 AT&T U-verse on the Xbox 360 3.1.2. DTT KPNs bundling strategy: gradual development of an ambitious solution BT Vision: a series of partnerships to achieve strong superfast broadband objectives Mobistar Belgium: theoretically quintuple play solution 3.1.3. Satellite Portugal Telecom: using pay-TV as a core development path France Telecom: varying degrees of success for satellite depending on the market AT&T/Verizon : DirecTV, a key partner for American ISPs Telefnica, proactive satellite policy, but varying in scale from market to market 3.1.4. Cable Magyar Telekom/Deutsche Telekom: cable losing out to IPTV and satellite services Telefnica, Perus cable heir 3.2. Mobile services 3.2.1. On broadcasting networks Popular free services based on TV channels in South Korea and in Japan 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

4.2. 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 Way to attract new customers Means of securing customer loyalty Way to increase ARPU 5.2.2. Need to differentiate from other TV broadcasting/distribution platforms Through the STB 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 In cable-dominated markets, telcos are being the most innovative with TV Strategies vary in markets with a powerful pay-TV provider 5.3.3. Strategies influenced by the regulatory environment

80 pages PDF + Slideshow EUR 3 500 November 2011

To order, please contact :

Isabel JIMENEZ i.jimenez@idate.org tel: +33 (0)467 144 404

Project Manager
Florence LE BORGNE f.leborgne@idate.org tel: +33 (0)467 144 443

Other related reports: World TV Market Future TV 2020 Scenarios Hybrid TV Next Gen TV Trends 2011 Ultrafast-Broadband Survey www.idate-research.com

6. Carrier profiles

(End of October 2011) Methodology: Carriers strategic positioning with respect to television Description of the live TV offer Description and pricing of television-based TV/video services Description of other content services and STB features 6.1 AT&T 6.2 Belgacom 4. Marketing strategies for TV services 6.3 BT Vision 4.1. Live TV services 6.4 Free 4.1.1. The end of the bonus TV model? 6.5 Orange France: alone in the free IPTV model 6.6 Portugal Telecom/MEO Bonus TV strategy also being employed on 6.7 Verizon mobile 6.8 Telefnica Espagne 4.1.2. Dominant model: no TV without Internet 4.1.3. Less common: stand-alone TV services 6.9 Telecom Italia Infrequent on telecom networks 6.10 Deutsche Telekom And on broadcasting networks 6.11 KPN

TV & Digital Content

Innovation Report

Telcos' TV strategies

From a strategy of differentiation to one of innovation

M11214 January 2012

Contributors

Florence LE BORGNE, Head of TV & Digital Content Practice

Florence Le Borgne, Director of Studies, joined IDATE in July 1998. She is now head of TV & Digital Content Business Unit. Florences prime area of focus is the development of digital technologies (terrestrial, cable, satellite and IPTV, mobile TV, digital cinema, video and TV on the web) dealing with both the economic and strategic aspects of those sectors. More generally, her work involves analysis of media groups strategies, chiefly in Europe and Japan. Before coming to IDATE, Florence Le Borgne worked as the Head of Research in the Nord -Pas-de-Calais Regional Development Agency's Economic Observation department, where she devoted herself primarily to issues relating to the Information Society, the development of telework and the mastery of key technologies. Ms. Le Borgne is a graduate of the Lille school of management EDHEC (Ecole des Hautes Etudes Commerciales). f.leborgne@idate.org

Mlanie COCA, Junior Consultant Copyright IDATE 2011, BP 4167, 34092 Montpellier Cedex 5, France
Tous droits rservs Toute reproduction, stockage ou diffusion, mme partiel et par tous moyens, y compris lectroniques, ne peut tre effectu sans accord crit pralable de l'IDATE. All rights reserved. None of the contents of this publication may be reproduced, stored in a retrieval system or transmitted in any form, including electronically, without the prior written permission of IDATE.

ISBN 978-2-84822-286-8 ISSN 2109-6791

Telcos' TV strategies

Contents
The electronic version of this report (PDF) ships with a slide presentation (PowerPoint) 1. Executive Summary .......................................................................................................... 6 1.1 IPTV, a natural medium/fit for telcos content strategies ............................................. 6
1.1.1 TV: a core area of focus for telcos ................................................................................. 6 1.1.2 Growing prominence of mobile platforms ....................................................................... 6 1.1.3 Adding online services to provide content everywhere .................................................. 7

1.2 TV services sold mainly as part of broadband access bundles .................................. 7

1.2.1 Live programming at the core ........................................................................................ 7 1.2.2 On-demand services gaining traction, but tied to pay-TV services ................................ 8

1.3 Organisation and industry strategies ........................................................................... 8

1.3.1 Telcos occupy mainly the lower section of the TV/video content value chain ................ 8 1.3.2 TV: an element of differentiation between telcos and now the source of added competition between them ............................................................................................. 9 1.3.3 Telcos still only minor players in the TV market, their role largely determined by the competitive environment ................................................................................................ 9

2. Methodology .................................................................................................................... 10 3. Telcos TV services ......................................................................................................... 12 3.1 Television services .................................................................................................... 14

3.1.1 3.1.2 3.1.3 3.1.4 IPTV (managed networks) ........................................................................................... 14 DTT .............................................................................................................................. 19 Satellite ........................................................................................................................ 23 Cable ........................................................................................................................... 27

3.2 Mobile services .......................................................................................................... 28

3.2.1 Over broadcasting networks ........................................................................................ 28 3.2.2 On unicast (3G) networks ............................................................................................ 32

3.3 Online TV services .................................................................................................... 36

3.3.1 Largely an extension of the fixed or mobile TV service ................................................ 36 3.3.2 But also a desire to reach all internet users ................................................................. 36

4. TV marketing strategies ................................................................................................. 39 4.1 Live TV offers ............................................................................................................ 39

4.1.1 The end of the TV bonus model? .............................................................................. 40 4.1.2 Most common model: no TV without internet ............................................................... 41 4.1.3 Less common: standalone TV services ....................................................................... 41

4.2 Video on-demand services ........................................................................................ 42

4.2.1 Services often tied to live programming ....................................................................... 42 4.2.2 Except when the telco does not offer live programming on its own network ................ 43

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Telcos' TV strategies

5. Organisation & industry strategy .................................................................................. 44 5.1 Telcos role in the TV market ..................................................................................... 44
5.1.1 Distributors above all ................................................................................................... 46 5.1.2 Usually pay-TV package and service providers ........................................................... 46

5.2 And more seldom producers of content and/or TV channel operators ..................... 46 5.3 TV at the heart of telcos strategies ........................................................................... 47
5.3.1 TV as an element of distinction between ISPs ............................................................. 47 5.3.2 Need to distinguish from other TV broadcasting networks ........................................... 49

5.4 Telecom carriers role in the TV market .................................................................... 56

5.4.1 Still modest weight in the equation, but reporting the highest rates of increase ........... 56 5.4.2 Different positions depending on the state of local market competition ....................... 59 5.4.3 Strategies influenced by the regulatory environment ................................................... 61

6. Annexes ........................................................................................................................... 63 6.1 AT&T ......................................................................................................................... 63 6.2 Belgacom ................................................................................................................... 68 6.3 BT Vision ................................................................................................................... 71 6.4 Free ........................................................................................................................... 74 6.5 Orange ....................................................................................................................... 76 6.6 Portugal Telecom/MEO ............................................................................................. 80 6.7 Verizon ...................................................................................................................... 83 6.8 Telefnica Spain ........................................................................................................ 87 6.9 Telecom Italia ............................................................................................................ 90 6.10 Deutsche Telekom..................................................................................................... 94 6.11 KPN ........................................................................................................................... 98

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Telcos' TV strategies

Tables
Table 1 : Comparison of telcos TV and video distribution strategies .................................................. 13 Table 2 : Comparaison des principales caractristiques des dcodeurs haut de gamme proposs par certains oprateurs tlcoms europens et amricains ....................................................... 16 Table 3: Growth in the number of Digitenne (DTT) and Interactieve TV subscribers (IPTV) .............. 20 Table 4 : Main operational mobile terrestrial broadcasting services .................................................... 31 Table 5 : Comparison of a selection of unicast mobile television and video services marketed by telcos 34 Table 6 : Comparison of a selection of online TV services offered by telcos ....................................... 37 Table 7 : Positions occupied by telcos on the TV value chain ............................................................. 45 Table 8: Country rankings by IPTV household numbers, 2007-2015 ................................................. 56 Table 9: Change in telecom carriers share of the TV market ............................................................ 58 Table 10: Key AT&T partnerships in the realm of content .................................................................... 63

***

Figures
Figure 1: Neufbox Evolution hardware ................................................................................................ 15 Figure 2: Some of the interactive services on Meo TV ........................................................................ 48 Figure 3: Example of a home page promoting the lowest Internet access price: Telefnica Spain ..... 49 Figure 4: Example of a home page promoting the content selection: AT&T U-Verse .......................... 49 Figure 5: Meo TV widgets (Portugal Telecom) .................................................................................... 51 Figure 6: The Freebox V6 designed by Starck .................................................................................... 52 Figure 7: Telecom Italias CuboVision ................................................................................................. 53 Figure 8: Evolution of the main TV access networks global market share between 2007 and 2015 .. 57 Figure 9: Changes in the main TV access modes between 2010 and 2015 by geographical region ... 57 Figure 10: Evolution of the MEO line of TV services ............................................................................. 82 Figure 11: MEOs OTT strategy ............................................................................................................. 82

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Telcos' TV strategies

2. Methodology
The methods employed by IDATEs teams of analysts and consultants are based o n an approach that combines: research and validation of data collected in the field; the application of classic industry and market analysis tools: segmentation, competition analysis, strategic strengths, modelling, assessment and forecasts; the expertise of specialists who contribute their own analytical capabilities and those of their network of market analysts. More specifically, the tools employed by IDATEs teams are as follows: 1/ A multi-disciplinary team of full-time consultants, specialised by sector of activity IDATEs analyses are performed primarily by our in-house consultants, and very occasionally by freelance market analysts. This approach allows us to capitalise on our pool of expertise through teamwork, sharing knowledge, ideas, contacts, viewpoints and key data. Each report is drafted by a team of specialists, overseen by senior consultants with a proven track record in their field. 2/ Primary and secondary research IDATE reports and databases are compiled based on primary data obtained from one-onone interviews with the sectors decision-makers, and on secondary data which is established by cross-referencing public sources and external databases. 3/ An integrated information centre sustained by a number of tools and proprietary databases Over the past 30 years, IDATE has established working and data organization methods and proprietary databases that trace the central chapters in the history of our sectors of expertise. Companies: IDATEs in-house data service tracks the latest news and events to come out of the top telecom, Internet and media industry companies around the globe. Innovative firms and start-ups are monitored by the market experts in the different Practices. Markets: IDATEs databases are derived from rigorous processing of fundamental economic variables (GDP, investments, exchange rates, demographics, etc.) and their relation to decisive sector-specific and national elements (capex, national market dynamics, etc.). Technologies: IDATEs organization by Practice provides us with an efficient means of tracking innovation. IDATEs engineers ensure in-depth understanding of the changing shape of products and services and of the latest innovations in the marketplace. 4/ Contents of the published reports Each IDATE market report details the structures and issues at play in the market being examined, the decisive forces (technologies, regulation, consumption) and the players involved. Particular emphasis is given to market assessments and forecasts, as part of the central premise. All market reports are laid out in a clear and concise manner, and illustrated with tables and graphs of key market data and trends.

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Telcos' TV strategies

The process of drafting of a market report includes the following stages: analysis of the information available in the in-house databases, and review of analyses performed in the recent past; based on a preliminary market segmentation and assessment, and as part of an approved interview guide, analysts conduct interviews that enable them to validate working hypotheses; a market model is then established, making it possible to test the hypotheses that have an impact on the markets development, and validated by a second series of interviews; and, finally, the reports conclusions are discussed by the members of the projects management team, and with the consultants who are experts in the different areas involved in the analysis; a final proofreading and editing/revision process, prior to the production of the final version of the report which is delivered to the client.

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Research Catalogue

Reports & Services

Networks & Telecom
Networks & Equipment Telecom Strategies Mobile Broadband / FTTH Satellite

TV & Internet
Internet Services TV & Video Digital Content Digital Home Video Games

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2012 Research Catalogue

IDATE presents its Market Reports Programme for 2012 which constitutes a natural extension of the work performed by our teams of analysts, as well as our ongoing investments in information and monitoring systems for player strategies and markets. More than just a catalogue of publications, this constitutes a concrete manifestation of our drive to create a unique tool geared towards understanding and monitoring the Telecom, Internet and Media sectors.

3 pivotal collections for an easy navigation between the different reports and services: Watch Services
Continuous watch on high-potential markets including trackers, insights & live sessions with lead analysts

Market & Data reports

Exhaustive market reports: trends, players, actuals & forecasts of markets by segment and by country

Innovation reports
Qualitative approach of prospective issues

Ref

Market intelligence reports

Them es

Publication

Deliverables

Price in Euro

Internet Series
Market & Data reports - full report, database & slideshow
M11118 M11101 M11115 M11117 M12118 M12121 M12122

M10211 M11111 M11112 M11114 M11410 M12113 M12119 M12116 M12120

Mobile Video World Internet Uses & Markets M2M Apps & Mobile Internet - Battle of platforms: both native and web apps LBS Future communication services - Scenarios 2020 OTT video distribution & CDN markets Innovation reports - full report & slideshow Social TV Mobile VoIP Net Neutrality - Business models & International Benchmark Open Data Cloud - Focus Datacenter Telco CDN NFC - Mobile Payments Traffic Management Live OTT

Mobile Internet Services Internet Technologies Internet Services Internet Technologies Prospective Internet Services

June 11 Jan. 12/July 12 Nov. 11 Feb. 12 May 12 Nov. 12 Sept. 12

3 6 3 3 3 3 3

3 500 3 500 3 500 3 500 3 500 4 500 3 500

TV & Digital Content Mobile Regulation Internet Services Netw orks Netw orks Mobile Netw orks Internet Services

May 10 May 11 Nov. 11 May 12 April 12 May 12 June 12 Oct. 12 Nov. 12

2 2 2 2 2 2 2 2 2

2 500 3 500 3 500 3 500 3 500 3 500 3 500 3 500 3 500

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Telecom Series
Market & Data reports M12310 M11301 M11318 M11411 M11314 M11312 M11316 M12315 M12412 M12306 M12311

M10304 M10312 M11319 M11317 M11307 M12304 M12413 M12320 M12312 M12308 M12319 M12313

full report, database & slideshow Ultrafast-Broadband per Satellite World Telecom Services Markets Femtocells SME Equipment - B2B Survey in France: Telecom, IT, Internet Radio Spectrum Trends in Telco Capex - down, but not out Ultrafast-Broadband - B2C Survey in France, Japan, Sweden, UK, USA Satellite M2M Smartphones - B2B Survey in Europe Mobile Devices Future Telecom - Scenarios 2020 Innovation reports - full report & slideshow Services over FTTH/B Satellite Markets - New Growth Engines Mobile Backhaul Strategies VDSL2 Vectoring LTE Telcos Strategies Next Gen Access Networks - cost models for the digital agenda 2020 Smart Cities FTTx Market Revenues & Strategies Restoring Telco Margins Next Gen Offers and Bundling - fixed & mobile Vertical Markets Pricing Strategies

Satellite Telecom Strategies Mobile Survey Mobile Telecom Strategies Survey Satellite Survey Mobile Prospective

June11/May '12 Jan. '12/Dec.'12 July '11/July '12 Aug. 11 Sep. 11 Nov. 11 Nov. 11 March 12 May 12 June 12 Oct. 12

3 3 3 3 3 3 3 3 3 3 3

3 500 3 500 3 500 8 500 3 500 3 500 8 500 3 500 8 500 3 500 4 500

Broadband Satellite Netw orks Broadband Mobile Netw orks Netw orks Broadband Telecom Strategies Telecom Strategies Telecom Strategies Telecom Strategies

Jan. 11 July 11 Aug. 11 Dec. 11 Dec. 11 May 12 May 12 June 12 June 12 June 12 July 12 Dec. 12

2 2 2 2 2 2 2 2 2 2 2 2

3 500 3 500 3 500 3 500 3 500 3 500 3 500 3 500 3 500 3 500 3 500 3 500

Media Series
Market & Data reports - full report, database & slideshow
M11212 M11200 M11201 M10118 M11216 M11116 M12212 M12218 M12214 M12216 M12206

M10214 M11211 M11215 M11214 M11213 M12210 M12217 M12215

Future Television - Scenarios 2020 Prospective World Television Markets TV observatory World Video Game Markets Video Game observatory Online Video TV & Digital Content Digital Home & Connected Devices Consumer Electronics eBooks Digital Content Next Gen TV - Scenarios 2020 Prospective Cloud Gaming Digital Entertainment DTT - Switch-off stakes & emerging markets Netw orks World Connected Devices - Consumer Electronics CE Observatory App Store Games Digital Entertainment Innovation reports - full report & slideshow TV Groups' Quadruple-Screen Strategies TV & Digital Content Satellite TV in Europe - Will the future of satellite be guided by 3D? Netw orks Hybrid TV Prospects - What impact on Connected TV? Netw orks Telcos TV Strategies - From a strategy of differentiation to one of innovationTelecom Strategies Serious Games Digital Entertainment Connected TV - Services & Interfaces, Strategies, Players, Forecasts TV & Digital Content Content Production Netw orks Cable & IPTV face to cord-cutting Netw orks

July 11 Jan. 12/July 12 Jan. 12/July 12 Oct. 11 Oct. 11 Oct. 11 April 12 April 12 May 12 July/Dec. 12 Nov. 12

3 6 6 3 3 3 3 3 3 6 3

4 500 3 500 3 500 3 500 3 500 3 500 4 500 3 500 3 500 3 500 3 500

Nov. 10 April 11 Dec. 11 Dec. 11 Dec. 11 March 12 Aug. 12 Nov. 12

2 2 2 2 2 2 2 2

3 500 3 500 3 500 3 500 3 500 3 500 3 500 3 500

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