The Retail convergence in emerging Asia–Pacific: case studies, strategies and successes for multi-play
Operators in emerging Asia–Pacific are investing heavily in FTTx infrastructure. The way that operators price and bundle the services enabled by fibre networks will be a key factor in their potential success. This report explores the approaches that operators are taking to promote converged services and superfast broadband in their respective markets in the region.
About this report
Executive summary
Fibre will thrive in emerging Asia–Pacific, but the optimal price-positioning of such services is not trivial
Triple-play bundles will work well for incumbents, but simpler, stripped-down single or double plays – and quadruple plays – work for other players
Recommendations
APPROACH 1: FOCUS ON HIGH-SPEED SIMPLICITY
Fibre-based solo or double plays can help alternative operators become effective challengers and provide a route to upselling more services later
Favourable market conditions are vital for a solo or double-play strategy, while bundling OTT services can fill the gaps in content services
A solo or double-play approach can disrupt a high-cost fixed market, but operators will need to bundle media content to gain mass-market appeal
APPROACH 2: MAKE TRIPLE-PLAY THE ONLY HIGH-END OPTION
Combining fibre and triple-play marketing messages and tiers can work effectively, but this approach requires a differentiated TV service
TV is at the core of any triple-play approach and should be a credible service on its own to gain customers’ trust
Leading with triple-play can be a game-changing strategy when conditions are favourable and operators devote appropriate resources
APPROACH 3: FOCUS ON FIXED–MOBILE BUNDLES
Fixed–mobile bundles can be used to provide the financial incentive to convince customers to upgrade to fibre
Fixed–mobile bundles can help motivate consumers to upgrade their service tier
Fixed–mobile bundling can stimulate growth and reshape market dynamics for an operator, but requires discounts that not all operators can apply
APPENDIX
Case study: China Telecom
Case study: Maxis
Case study: Telkom Indonesia
Case study: True Online
Case study: Globe Telecom
China: China Telecom offers most competitive quad-play bundles, while China Mobile focuses on cheap entry-level fixed broadband plans
Indonesia: Telkom Indonesia’s high-speed triple-play bundles are priced lower than other players’ equivalent-speed single or double play bundles
India: Low-cost double-play tiers are available in some cities; lack of fixed infrastructure has impeded the growth of fixed broadband
Malaysia: Astro’s double-play bundle is popular due to the variety of TV channels offered while TM’s triple-play pack is chosen for high bandwidth
PLDT’s triple-play gained some momentum initially, but Globe Telecom countered it with double-play high-speed OTT video-integrated plans
Thailand: High speeds command a premium but operators are mainly competing around the low-speed low-priced plans
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