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This Viewpoint analyses data from Analysys Mason's 'Multi-play pricing benchmark 2Q 2014', which provides information on multi-play services from more than 50 major telecoms players in 22 European countries. It provides case studies of operators in four countries and focuses on the pricing of single-, double-, triple- and quadruple-play services.

About this report
-This report analyses data from Analysys Mason’s Multi-play pricing benchmark 2Q 2014, which provides information on multi-play services from more than 50 major telecoms players in 22 European countries.1 It focuses on the pricing of single-, double-, triple- and quadruple-play services.
-The information was collected in June 2014, and represents a sample of all propositions available within a country. Averages are calculated using unweighted data, and comparisons use purchasing power parity (PPP).
-The report includes case studies that compare similar propositions from two operators that are competing against each other in the same country.

Key questions answered in this report:
-What is the average pricing for single- and multi-play propositions in Europe?
-How should bundled propositions be put together?
-Which operators have been successful with their bundling strategies, and what are the reasons behind their success?
-What has the impact of bundling been on subscriber growth, revenue, profitability and market share for individual operators?
-How has bundling affected the take-up and revenue for individual services, as well as the market as a whole?

Table Of Contents

The Multi-play pricing benchmark 2Q 2014: operator case studies and market impact

Table of contents


About this report


Executive summary


Recommendations for operators


Proposition pricing


The price of a standalone fixed broadband service varies significantly across Europe - speeds offered are a key factor


Incumbents should bundle a call allowance with line rental in countries where naked DSL is not mandated


Double-play bundles can provide the opportunity to upsell fixed voice, and operators can drive mobile-fixed substitution with VoIP apps


Entry-level triple-play services should be designed to give operators a range of options to upsell


Quadruple-play services should be customisable to target individual customer needs


Operator case studies


Summary of case studies and key implications


Portugal: The incumbent PT faces strong competition from the new integrated operator NOS in the quadruple-play market


Portugal: Quadruple-play bundling stabilised the overall decrease in revenue, despite a steeper decline in standalone mobile revenue


Portugal: PT gained the most from the launch of quadruple-play bundles in 2013 because it was first to market


Spain: ONO charges a premium for quadruple-play services compared with Telefónica primarily because of speed and features


Spain: The introduction of quadruple-play services has reduced the overall value of the communications market, particularly mobile


Spain: Telefónica has focused on profitability, while ONO is focusing on gaining market share


Sweden: Cable operator Comandnbsp;Hem aims to beat Telia's low-end propositions with a more comprehensive offer at the same priceandnbsp;


Sweden: High levels of fixed-mobile substitution have reduced the potential for converged services


Sweden: Triple-play bundling has enabled Telia to increase its share of the pay-TV market


UK: BSkyB's triple-play offer is 77% more expensive than TalkTalk's equivalent bundle, but it offers far more to those who value TV


UK: TalkTalk has the UK's fastest-growing pay-TV service


UK: BSkyB is focusing on additional content and services to maintain the value of its pay-TV proposition


About the authors and Analysys Mason


List of figures


Figure 1: Summary of report coverage [Source: Analysys Mason, 2014]


Figure 2: Unweighted average price per megabyte for fixed broadband service, selected countries, Europe [Source: Analysys Mason, 2014]


Figure 3: Least-expensive standalone fixed broadband service, selected countries, Europe [Source: Analysys Mason, 2014]


Figure 4: Average price for standalone fixed broadband service, incumbents and altnets, selected countries, Europe [Source: Analysys Mason, 2014]


Figure 5: Least-expensive double-play service, selected countries, Europe [Source: Analysys Mason, 2014]


Figure 6: Average price for double-play service, incumbents and altnets, selected countries, Europe [Source: Analysys Mason, 2014]


Figure 7: Least-expensive triple-play service, selected countries, Europe [Source Analysys Mason, 2014]


Figure 8: Average price for triple-play service, incumbent and altnet, selected countries, Europe [Source: Analysys Mason, 2014]


Figure 9: Least-expensive quadruple-play service, selected countries, Europe [Source: Analysys Mason, 2014]


Figure 10: Summary of case studies [Source: Analysys Mason, 2014]


Figure 11: Comparison of selected Portugal Telecom and Zon Optimus quadruple-play bundles, Portugal, June 2014 [Source: Analysys Mason, 2014]


Figure 12: Telecoms subscriptions by service or bundle type, Portugal, 2011-2013


Figure 13: Telecoms revenue by service or bundle type, Portugal, 2011-2013


Figure 14: Share of subscribers by operator and service type, Portugal, 2011-2013 [Source: ANACOM and Analysys Mason, 2014]


Figure 15: Revenue and EBITDA margin by operator, Portugal, 2011-2013 [Source: Analysys Mason, 2014]


Figure 16: Comparison of selected entry-level Telefónica and ONO quadruple-play bundles, Spain, June 2014 [Source: Analysys Mason, 2014]


Figure 17: Telecoms subscriptions by service or bundle type, Spain, Decemberandnbsp;2011-Decemberandnbsp;2013 [Source: CMNC, 2014]


Figure 18: Telecoms revenue by service type, Spain, 4Q 2011-4Q 2013 [Source: CMNC, 2014]


Figure 19: Share of subscribers by operator and service type, Spain, December 2011-December 2013 [Source: CNMC and Analysys Mason, 2014]


Figure 20: Revenue and OIBDA or EBITDA margin by operator, Spain, 4Qandnbsp;2011-4Q 2013 [Source: CNMC and Analysys Mason, 2014]


Figure 21: Comparison of Telia and Comandnbsp;Hem's entry-level triple-play bundles, Sweden, June 2014 [Source: Analysys Mason, 2014]


Figure 22: Telecoms subscriptions by service or bundle type, Sweden, 2008-2013 [Source: PTS, 2014]


Figure 23: Telecoms revenue by service type, Sweden, 2008-2013 [Source: PTS, 2014]


Figure 24: Share of subscribers by operator and service type, Sweden, 2008-2013 [Source: PTS, 2014]


Figure 25: Revenue and EBITDA margin by operator, Sweden, 2008-2013 [Source: Analysys Mason, 2014]


Figure 26: Comparison of entry-level BSkyB and TalkTalk triple-play bundles, June 2014 [Source: Analysys Mason, 2014]


Figure 27: Share of subscribers by operator and service type, UK, March 2012-March 2014 [Source: Analysys Mason, 2014]


Figure 28: Revenue and EBITDA margin by operator, UK, March 2012-March 2014 [Source: Analysys Mason, 2014]


Figure 29: BSkyB's annual ARPU and penetration rates for its additional services, UK, March 2012-March 2014 [Source: Analysys Mason, 2014]





















































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