OVUM的报告.pdf

Measuring the effectiveness of bundles: a European perspective 23 January 2008 Steven Hartley Marta Munoz Mendez-Villamil Table of Contents1 Measuring the effectiveness of bundles: a European perspective2 Executive summary 2 Bundles and x-play: a stopover on the road to convergence3 The roles of service bundling in corporate strategy5 New metrics for a new era6 Bundles: no longer a differentiator9 Bundles and x-play: the financial impact 13 Future bundle and x-play strategies 23 © Ovum 2008. Unauthorised reproduction prohibited. 1 of 26 MEASURING THE EFFECTIVENESS OF BUNDLES: A EUROPEAN PERSPECTIVE 1 Measuring the effectiveness of bundles: a European perspective Executive summary In a nutshell Much has been written about the benefits to service providers of offering bundles of multiple services. In our report Triple play and service bundling: strategies in the European market, published in June 2007, we analysed the goals that service bundling can address and the different types of bundles implemented by European players. Senior analysts Steven Hartley and Marta Munoz Mendez-Villamil follow up from that research and analyse the effectiveness that such bundles have had on European operators’ performance to date. Key messages In many markets, bundles and x-play have achieved the first stage in the convergence roadmap. Now the emphasis must be on converging services. It has become critical to emphasise the difference between bundles and x-play. The bundle should be treated as the packaging in which the core offerings (telecoms services) are presented. X-play services can in