Strategies of

Telecom Operators
How to retain margins
Ref: M12312 June 2012
www.idate.org
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, ?
Innovation Report
Innovation
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. 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
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
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
4.3.4. Increasing mobile data tariffs
4.3.5. Supplying and distributing
differentiating content
4.3.6. Related activities
5. Measures which are effective
to varying degrees
5.1. Tightening expenditure
5.2. Increasing the customer base
5.3. Increasing revenue
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
7. Telecom operator profiles
America Mvil
AT&T
China Mobile
Deutsche Telekom
France Telecom
KDDI
NTT
Telefnica
Verizon Communications
Vodafone
Deliverables:
Report (PDF)
Slideshow (PDF)
June 2012
EUR 3 500
(1-5 user licence)
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i.jimenez@idate.org
Tel.: +33 (0)467 144 404
Project Manager
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Tel: +33 (0)467 144 428
Related reports
available:
The World Telecom
Services Market
Multiplay: new supply-
side strategies
Telco TV Strategies
Upcoming reports:
Future Telecom
Pricing Strategies
Vertical Markets
FTTx services
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Strategies of telecom operators (extracts)
Developing EBITDA margins (%)
Impact of the measures explored by telecom operators
March N to March N+1
Source: IDATE June 2012
Source: IDATE June 2012
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The World Telecom
Services Market
Markets & Data 22
nd
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
Market & 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
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
5. Europe
6. North America
7. Asia-Pacific
8. Latin America
9. Africa and the Middle East
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
Internet
- Internet subscribers
- Dial-up subscribers
- Broadband subscribers (DSL,
cable modem, FTTx subscribers,
other broadband subscribers, VoIP
subscribers)
Revenue indicators
Fixed telephony
Mobile services
- Mobile voice services
- Mobile data services
Internet and data
- Corporate data services
- Internet services
Total telecom services
Regions & countries
North America
Canada USA
Latin America
Brazil Mexico
Asia-Pacific
China India
Japan South Korea
Africa-Middle East
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
Deliverables:
Report (pdf)
Database (Excel)
Slideshow (pdf)
Publication date:
January 2012
1-5 user licence:
EUR 3 500
Sales contact:
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i.jimenez@idate.org
Tel. : +33 (0)467 144 404
Project Manager
Carole MANERO
c.manero@idate.org
Tel: +33 (0)467 144 428
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
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Database Markets & Forecasts 2008-2016 (Excel) - Excerpts
Europe
Telecom services market in value
Millions, unless otherwise mentioned
2008 2009 2010 2011F 2012F 2013F 2014F 2015F 2016F
USD
Fixed telephony 117 498 109 214 101 738 94 022 88 868 85 473 83 134 81 649 80 801
Mobile services 210 611 208 440 211 529 213 528 215 454 219 899 224 741 229 653 234 466
Mobile voice services 166 759 159 222 156 155 151 112 146 038 144 017 143 356 143 628 144 782
Mobile data services 43 852 49 218 55 375 62 416 69 416 75 882 81 385 86 024 89 683
Fixed Internet & data 82 204 85 665 89 250 91 718 94 870 98 966 103 338 107 735 112 035
Corporate data services 31 406 31 287 30 917 30 941 31 231 31 848 32 736 33 848 35 140
Internet services
50 798 54 377 58 333 60 777 63 639
67 117 70 601 73 887 76 895
Total telecomservices 410 312 403 319 402 517 399 268 399 192 404 338 411 213 419 037 427 301
EUR
Fixed telephony 88 716 82 462 76 817 70 991 67 099 64 536 62 770 61 649 61 008
Mobile services 159 021 157 382 159 714 161 223 162 678 166 033 169 690 173 398 177 032
Mobile voice services 125 910 120 219 117 904 114 097 110 266 108 739 108 240 108 446 109 317
Mobile data services 33 110 37 162 41 810 47 127 52 412 57 294 61 450 64 952 67 715
Fixed Internet & data 62 067 64 681 67 388 69 251 71 631 74 724 78 025 81 345 84 591
Corporate data services 23 713 23 623 23 343 23 362 23 581 24 047 24 717 25 557 26 532
Internet services 38 355 41 057
44 044
45 890 48 050 50 677 53 307 55 788 58 059
Total telecomservices 309 804 304 524 303 918 301 465 301 408 305 293 310 484 316 392 322 632
Source : IDATE, in "World Telecom Service Market", 2012 Edition
F: Forescast
Brazil
Telecom services market in value
Million currency units, unless otherwise mentioned
2008 2009 2010 2011F 2012F 2013F 2014F 2015F 2016F
National currency (BRL)
Fixed telephony 43 814 42 718 40 112 38 491 37 249 36 411 35 783 35 171 34 573
Mobile services 44 712 49 859 52 800 57 030 60 738 62 637 64 477 65 870 67 086
Mobile voice services 40 598 43 713 44 775 47 049 48 894 49 483 50 163 50 720 51 321
Mobile data services 4 113 6 146 8 026 9 980 11 844 13 154 14 314 15 150 15 765
Fixed Internet & data 13 147 14 372 15 934 17 450 19 241 20 920 22 616 24 260 25 901
Corporate data services 3 721 3 832 4 116 4 404 4 690 4 972 5 245 5 507 5 755
Internet services 9 426 10 540 11 819 13 047 14 550 15 949 17 371 18 753 20 146
Total telecomservices 101 672 106 949 108 847 112 972 117 227 119 968 122 876 125 301 127 560
USD
Fixed telephony 24 905 24 282 22 801 21 880 21 173 20 697 20 340 19 992 19 652
Mobile services 25 415 28 341 30 013 32 417 34 525 35 605 36 651 37 443 38 134
Mobile voice services 23 077 24 848 25 451 26 744 27 793 28 128 28 514 28 831 29 172
Mobile data services 2 338 3 493 4 562 5 673 6 732 7 477 8 136 8 612 8 961
Fixed Internet & data 7 473 8 170 9 058 9 919 10 937 11 892 12 855 13 790 14 723
Corporate data services 2 115 2 178 2 340 2 503 2 666 2 826 2 981 3 130 3 271
Internet services 5 358 5 991 6 718 7 416 8 271 9 066 9 874 10 660 11 452
Total telecomservices 57 794 60 793 61 872 64 216 66 636 68 194 69 846 71 225 72 509
EUR
Fixed telephony 18 804 18 334 17 216 16 520 15 987 15 627 15 358 15 095 14 838
Mobile services 19 190 21 399 22 661 24 477 26 068 26 883 27 673 28 271 28 793
Mobile voice services 17 424 18 761 19 217 20 193 20 985 21 238 21 530 21 769 22 026
Mobile data services 1 765 2 638 3 445 4 283 5 083 5 645 6 143 6 502 6 766
Fixed Internet & data 5 643 6 168 6 839 7 490 8 258 8 979 9 706 10 412 11 117
Corporate data services 1 597 1 645 1 766 1 890 2 013 2 134 2 251 2 364 2 470
Internet services 4 046 4 524 5 072 5 599 6 245 6 845 7 455 8 048 8 647
Total telecomservices 43 637 45 902 46 716 48 486 50 313 51 489 52 737 53 778 54 748
Source : IDATE, in "World Telecom Service Market", 2012 Edition
F: Forecast
Bundling & selling services with
access: New supply-side strategies
Bundles, content, smart access, segmentation
Ref: M12308 April 2012
www.idate.org
This report takes a look at
the major developments
in services being bundled
with Internet access.
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.
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?
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?
Innovation Report
Innovation report
Contents (PDF report)
1. Executive Summary

2. Methodology

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

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
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
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

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
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?



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
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
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
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


8. Conclusion: several points of
leverage


9. Player profiles
Company presentation and line strategy for:

Comcast FastWeb
Free Orange France
SFR Verizon
Virgin Media UK Vodafone Spain
Telecom Italia Telefnica Spain

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

Available related reports:

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


Upcoming reports:

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


More information at:
www.idate.org
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
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
Bundling & selling services with access (excerpts)
Source: IDATE April 2012
Source: IDATE April 2012
Various strategies to conquer and secure customers and protect margins
Positioning strategies for services bundled with access

New Multiplay Service
Strategies
Bundles, Content, Smart Access,
Segmentation
M12308 May 2012
This study includes:
- a report
- a PowerPoint presentation

LIDATE cre le DigiWorld Institute


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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"
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ISBN 978-2-84822-272-1
ISSN 2109-6791
New Multiplay Service Strategies
www.idate.org IDATE 2012 3
Contents
1. Executive Summary
1.1. Context
1.2. Multiplay bundles
1.3. Content strategy
1.4. Smart access
1.5. 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. Definition: the multiplay cross-selling strategy
4.2. 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. Definition
5.2. 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
New Multiplay Service Strategies
www.idate.org IDATE 2012 4
5.4. Differentiating with content
5.4.1. Music
5.4.2. Video games
5.5. Packages that include multiple types of content
5.6. 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. Offerings for specific segments of the population
7.4. 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
New Multiplay Service Strategies
www.idate.org IDATE 2012 5
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

New Multiplay Service Strategies
www.idate.org IDATE 2012 6
Tables
Table 1: A large range of multiplay bundles
Table 2 : Operator positioning in quadruple play services
Table 3: Cable operator positioning in quadruple play services and broadband market share
Table 4: Mobile operators service offerings
Table 5: Virgin Media ARPU and churn data
Table 6: Example of discounts on multiple SFR product lines
Table 7: Telecom operators methods of delivering TV and video service
Table 8: Strategies for packages that combine content and access
Table 9 : Content bundling by certain operators
Table 10: TV consumption in the US
Table 11: Cost of the Cubomusica service from Telecom Italia
Table 12: Mobile bundles that include content from Orange
Table 13: Features of the Cubovision unicast TV and mobile video service from Telecom Italia
Table 14: Telecom operators positioning in the TV value chain
Table 15: Services included by Internet access plan
Table 16: BT fixed Internet access plans
Table 17: Virgin Media Some business and financial data points
Table 18: Breakdown of Virgin Media subscribers by bundle type as of Q3 2011
Table 19: Virgin Medias basic services
Table 20: Virgin Media double play: fixed Internet access + mobile Web with a 3G dongle
Table 21: Virgin Medias multiplay bundles including TV
Table 22: Virgin Medias add-on services
Table 23: Virgin Medias Internet access-related services
Table 24: Data on Virgin Medias fixed customers
Table 25: Verizon Some business and financial data points
Table 26: Verizon FiOS triple play bundles
Table 27: Comcast Some business and financial data points
Table 28: Comcast's double play TV + Internet bundles
Table 29: Comcasts double play TV + voice bundles
Table 30: Comcasts triple play bundles
Table 31: Xfinity Home tablet
Table 32: Orange Some business and financial data points
Table 33: Orange France financial data
Table 34: Oranges bundles
Table 35: Free financial data
Table 36: Frees bundles
Table 37: SFR financial data
Table 38: SFRs bundles
Table 39: Vodafone Spain financial data
Table 40: Vodafone Spains bundles
Table 41: Telefnica Some business and financial data points
Table 42: Number of Telefnica customers in Spain (Telefnica Espaa)
Table 43: Description of Telefnicas triple play bundles
Table 44: Telecom Italia Some business and financial data points
Table 45: Telecom Italia Internet figures for the Italian market
Table 46: Telecom Italias bundles
Table 47: Telecom Italias TV and video content
Table 48: Fastweb Some business and financial data points
Table 49: Fastwebs bundles
New Multiplay Service Strategies
www.idate.org IDATE 2012 7

***
Figures
Figure 1: Positioning strategies for access-based packages
Figure 2: Pay-TV penetration
Figure 3: Broadband penetration by country
Figure 4: Pay-TV household ARPU
Figure 5: Increase in IP traffic
Figure 6: Change in the telecommunications market
Figure 7: Penetration of bundled packages in European households
Figure 8: Change in adoption of bundled packages in Europe
Figure 9: Bundled package subscription details
Figure 10: Inclusion of basic services in bundled packages
Figure 11: Subscriptions rates to bundled packages by country
Figure 12: Changes in the positioning of various players in terms of service offerings
Figure 13: Market share in broadband and mobile services
Figure 14: Operator positioning in quadruple play services
Figure 15: Quadruple play strategies of operators in Europe and the US
Figure 16: Triple play price positioning
Figure 17: Growth in AT&Ts customer base
Figure 18: Increase in Virgin Medias triple play subscriber base and ARPU
Figure 19: Virgin Media churn rate by bundled package type
Figure 20: Virgin Media ARPU based on churn
Figure 21: Increase in the number of Virgin Media cable subscribers
Figure 22: National Geographic in HD
Figure 23: Triple-play fiber offers from Orange
Figure 24: Service continuity for Sky content
Figure 25: Vodafone instant messaging feature
Figure 26: Example of an interface that includes communication and file/video sharing features
Figure 27: Internet+ package from Orange
Figure 28: Different strategies for winning over and retaining customers and increasing ARPU
Figure 29: AT&Ts data packages
Figure 30: Change in Virgin Medias subscriber base by Internet access speed
Figure 31: Monitoring fixed Internet consumption with Comcast
Figure 32: Change in number of Verizon FiOS and FiOS TV subscribers, 2008-2011 ..........................
Figure 33: Verizon 4G/LTE coverage
Figure 34: Change in number of Verizon mobile subscribers
Figure 35: LTE-compatible handsets sold by Verizon
Figure 36: Verizons data plans
Figure 37: Broadband market share in the US
Figure 38: Oranges business strategy
Figure 39: Vodafone DSL router
Figure 40: MiFi router
New Multiplay Service Strategies
www.idate.org IDATE 2012 8

w w w. i d a t e - r e s e a r c h . c o m
Consulting & Research

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.
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...)?
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.

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

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. Marketing strategies for TV services
4.1. Live TV services
4.1.1. The end of the bonus TV model?
France: alone in the free IPTV model
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
Infrequent on telecom networks
And on broadcasting networks 6.11 KPN

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

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
6.3 BT Vision
6.4 Free
6.5 Orange
6.6 Portugal Telecom/MEO
6.7 Verizon
6.8 Telefnica Espagne
6.9 Telecom Italia
6.10 Deutsche Telekom
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


Telcos' TV strategies
From a strategy of differentiation to one of innovation
TV & Digital Content
Innovation
Report
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
www.idate-research.com IDATE 2012 3
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 IPTV (managed networks) ........................................................................................... 14
3.1.2 DTT .............................................................................................................................. 19
3.1.3 Satellite ........................................................................................................................ 23
3.1.4 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

Telcos' TV strategies
www.idate-research.com IDATE 2012 4
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



Telcos' TV strategies
www.idate-research.com IDATE 2012 5
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



Telcos' TV strategies
www.idate-research.com IDATE 2012 10
2. Methodology
The methods employed by IDATEs teams of analysts and consultants are based on an
approach that combines:
research and validation of data collected in the field;
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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
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Over the past 30 years, IDATE has established working and data organization methods and
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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
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Technologies: IDATEs organization by Practice provides us with an efficient means of
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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.

Telcos' TV strategies
www.idate-research.com IDATE 2012 11
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.
Networks & Telecom TV & Internet
Networks & Equipment Internet Services
Telecom Strategies TV & Video
Mobile Digital Content
Broadband / FTTH Digital Home
Satellite Video Games
www.idate.org
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3 pivotal collections for an easy navigation between the different reports and services:

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.
2012 Research Catalogue
Ref
Market intelligence reports
Themes Publication Deliverables Price
Internet Series
in Euro
Market & Data reports - full report, database & slideshow
M11118 Mobile Video Mobile June 11 3 3 500
M11101 World Internet Uses & Markets Internet Services Jan. 12/July 12 6 3 500
M11115 M2M Internet Technologies Nov. 11 3 3 500
M11117 Apps & Mobile Internet - Battle of platforms: both native and web apps Internet Services Feb. 12 3 3 500
M12118 LBS Internet Technologies May 12 3 3 500
M12121 Future communication services - Scenarios 2020 Prospective Nov. 12 3 4 500
M12122 OTT video distribution & CDN markets Internet Services Sept. 12 3 3 500
Innovation reports - full report & slideshow
M10211 Social TV TV & Digital Content May 10 2 2 500
M11111 Mobile VoIP Mobile May 11 2 3 500
M11112 Net Neutrality - Business models & International Benchmark Regulation Nov. 11 2 3 500
M11114 Open Data Internet Services May 12 2 3 500
M11410 Cloud - Focus Datacenter Networks April 12 2 3 500
M12113 Telco CDN Networks May 12 2 3 500
M12119 NFC - Mobile Payments Mobile June 12 2 3 500
M12116 Traffic Management Networks Oct. 12 2 3 500
M12120 Live OTT Internet Services Nov. 12 2 3 500
> More details online - Contents, Methodologies, Summaries on www.idate.org
Contact us: Isabel Jimenez - i.jimenez@idate.org - Tel: +33 467 144 404
Ref Market intelligence reports
Themes Publication Deliverables Price
Telecom Series
in Euro
Market & Data reports - full report, database & slideshow
M12310 Ultrafast-Broadband per Satellite Satellite June11/May '12 3 3 500
M11301 World Telecom Services Markets Telecom Strategies Jan. '12/Dec.'12 3 3 500
M11318 Femtocells Mobile July '11/July '12 3 3 500
M11411 SME Equipment - B2B Survey in France: Telecom, IT, Internet Survey Aug. 11 3 8 500
M11314 Radio Spectrum Mobile Sep. 11 3 3 500
M11312 Trends in Telco Capex - down, but not out Telecom Strategies Nov. 11 3 3 500
M11316 Ultrafast-Broadband - B2C Survey in France, Japan, Sweden, UK, USA Survey Nov. 11 3 8 500
M12315 Satellite M2M Satellite March 12 3 3 500
M12412 Smartphones - B2B Survey in Europe Survey May 12 3 8 500
M12306 Mobile Devices Mobile June 12 3 3 500
M12311 Future Telecom - Scenarios 2020 Prospective Oct. 12 3 4 500
Innovation reports - full report & slideshow
M10304 Services over FTTH/B Broadband Jan. 11 2 3 500
M10312 Satellite Markets - New Growth Engines Satellite July 11 2 3 500
M11319 Mobile Backhaul Strategies Networks Aug. 11 2 3 500
M11317 VDSL2 Vectoring Broadband Dec. 11 2 3 500
M11307 LTE Telcos Strategies Mobile Dec. 11 2 3 500
M12304 Next Gen Access Networks - cost models for the digital agenda 2020 Networks May 12 2 3 500
M12413 Smart Cities Networks May 12 2 3 500
M12320 FTTx Market Revenues & Strategies Broadband June 12 2 3 500
M12312 Restoring Telco Margins Telecom Strategies June 12 2 3 500
M12308 Next Gen Offers and Bundling - fixed & mobile Telecom Strategies June 12 2 3 500
M12319 Vertical Markets Telecom Strategies July 12 2 3 500
M12313 Pricing Strategies Telecom Strategies Dec. 12 2 3 500
Media Series
Market & Data reports - full report, database & slideshow
M11212 Future Television - Scenarios 2020 Prospective July 11 3 4 500
M11200 World Television Markets TV observatory Jan. 12/July 12 6 3 500
M11201 World Video Game Markets Video Game observatory Jan. 12/July 12 6 3 500
M10118 Online Video TV & Digital Content Oct. 11 3 3 500
M11216 Digital Home & Connected Devices Consumer Electronics Oct. 11 3 3 500
M11116 eBooks Digital Content Oct. 11 3 3 500
M12212 Next Gen TV - Scenarios 2020 Prospective April 12 3 4 500
M12218 Cloud Gaming Digital Entertainment April 12 3 3 500
M12214 DTT - Switch-off stakes & emerging markets Networks May 12 3 3 500
M12216 World Connected Devices - Consumer Electronics CE Observatory July/Dec. 12 6 3 500
M12206 App Store Games Digital Entertainment Nov. 12 3 3 500
Innovation reports - full report & slideshow
M10214 TV Groups' Quadruple-Screen Strategies TV & Digital Content Nov. 10 2 3 500
M11211 Satellite TV in Europe - Will the future of satellite be guided by 3D? Networks April 11 2 3 500
M11215 Hybrid TV Prospects - What impact on Connected TV? Networks Dec. 11 2 3 500
M11214 Telcos TV Strategies - From a strategy of differentiation to one of innovationTelecom Strategies Dec. 11 2 3 500
M11213 Serious Games Digital Entertainment Dec. 11 2 3 500
M12210 Connected TV - Services & Interfaces, Strategies, Players, Forecasts TV & Digital Content March 12 2 3 500
M12217 Content Production Networks Aug. 12 2 3 500
M12215 Cable & IPTV face to cord-cutting Networks Nov. 12 2 3 500
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