Multiplay in the Americas: Aggressive Pricing Discount Strategy and Value-Added Services to Drive Multiplay Growth in the Region

2017-06-30
Price :
Published : Jun-2017
No. of Pages : 38

Multiplay in the Americas: Aggressive Pricing Discount Strategy and Value-Added Services to Drive Multiplay Growth in the Region

Summary

Broadband infrastructure has positioned operators globally to provide fixed voice, fixed Internet and pay-TV over a single connection as a triple-play package, and with fixed-mobile convergence (FMC) also offer quad-play services by adding mobile services. In the Americas, operators are offering such mulitplay service bundles with unified billing and some sort of special deal to reduce churn, improve customer loyalty, increase ARPS, tap new revenue opportunities, and circumvent rising competition.

Aggressive discount pricing and value-added services offered by operators are the primary factors driving the multiplay services market in the Americas region. Aggressive discount pricing is primarily being adopted by most operators in Latin America, including Entel in Chile, ETB in Colombia, and Izzi in Mexico to attract new customers and increase multiplay service penetration. Conversely, most North American operators, including Verizon in the US and Telus in Canada are integrating value-added services with their multiplay packages for retaining customers and rewarding loyal customers.

Multiplay household penetration has been comparatively higher in North America with the US and Canada achieving 60% and 77% penetration respectively in 2016. Multiplay services growth in coming years however will be mainly driven by Latin America countries with relatively lower multiplay household penetration such as Peru, Puerto Rico and El Salvador. The large underserved market for multiplay services in the region provides a huge opportunity to tap and drive revenues. However it is imperative that the operators invest on improving fixed broadband infrastructure and provide OTT video capabilities like multi-screen, catch-up TV and VOD to compete against standalone OTT services and improve their business prospects.

Lack of fixed broadband infrastructure for FMC in Latin America has been a major challenge for growth in quad-play services in the region. Competition from standalone OTT services will also be a major challenge for multiplay service providers.

The report “Multiplay in the Americas: Aggressive Pricing Discount Strategy and Value-Added Services to Drive Multiplay Growth in the Region” provides an executive-level overview of the multiplay market in the Americas region, with market size and forecasts of key indicators up to 2021.

In particular, this report provides the following –
– Market size and forecast: A look at the total market size and forecast for multiplay services in North and Latin America, with an overview analysis per country.
– Drivers and Challenges: An overview on the key drivers and challenges impacting multiplay service providers to foster multiplay service adoption.
– Case studies: Provides key findings regarding competitive analysis, product offering, pricing strategy, and strategic actions that operators are developing to enhance customer experience of multiplay service users.
– Key findings and recommendations: Concludes with a number of key findings and a set of recommendations for network operators, network vendors and regulators.

Companies mentioned in this report: AT&T, Bell Canada, Claro Brazil, Entel Chile, ETB Colombia, Entel Bolivia, HBO, Grupo Televisa, Megacable, Movistar Argentina, Movistar Peru, Netflix, Oi Brazil, Rogers Canada, Telecom Argentina, Totalplay Mexico, Verizon, Vivo Brazil.

Scope

– GlobalData forecasts the number of multiplay households in the Americas is set to grow at a CAGR of 2.4% between 2016 and 2021.
– Lack of fixed broadband infrastructure for FMC in Latin America has been a major challenge for growth in quad-play services in the region. Competition from standalone OTT services will also be a major challenge for multiplay service providers.
– Multiplay household penetration has been comparatively higher in North America with the US and Canada achieving over 60% penetration in 2016. Multiplay services growth in coming years however will be mainly driven by Latin America countries with relatively lower multiplay household penetration.

Reasons to buy

– This Insider Report provides helps executives build proactive, profitable growth strategies by offering comprehensive, relevant analysis of the multiplay services market in North and Latin America based on insights directly from local market players.
– This Insider Report provides a five-year forecast of the multiplay market, developed using GlobalData’s rigorous bottom-up modeling methodologies, to enable executives to effectively position their companies for growth opportunities and emerging trends in demand for their products.
– Three case studies illustrate the findings of the report, providing insight into particular situations in the multiplay market; this will help the reader understand both the challenges confronted in the real world and the strategies employed to overcome those challenges.
– The report discusses concrete opportunities in the multiplay market, providing a number of actionable recommendations for operators, network vendors and regulators.

Filed in: Information Technology
Publisher : GlobalData
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