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The Mobile services in converged bundles: customer retention, service design and innovation

  • October 2015
  • 47 pages
  • Analysys Mason
Report ID: 3336735

Summary

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"When creating converged bundles, operators should consider their impact on churn, aspects of service design and potential for service innovation."

Front cover mobile services in converged bundlesFixed and mobile services are highly commoditised in mature markets, and operators are turning to converged bundles as a means to reduce churn, build long-lasting customer relationships and capture revenue that could otherwise go to competitors on standalone services. These bundles have impressive rates of take-up, but this is rarely reflected in significant growth in operator revenue or market share. This report considers the ways that operators position mobile services as a component of fixed–mobile converged bundles and assesses the effect that converged bundles have on market and operator performance.

THIS STRATEGY REPORT:

assesses the level of take-up of fixed–mobile converged bundles in Europe and the impact of such bundles on market share and service revenue
examines how operators in Europe are using mobile plans in converged bundles to differentiate themselves and to align with their competitive positions
analyses how the pricing and discount schemes are used to drive take-up of fixed–mobile converged plans in relation to standalone mobile plans
provides details of the retention outcomes that converged bundles lead to
examines how operators are using fixed–mobile convergence as a means to create unique propositions and deploy service innovation.

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