WINNING AND LOSING IN THE MULTI-PLAY MARKETPLACE
The multi-play market combining mobile and landline telephony, digital TV and broadband access in a single bundle is at an exciting stage. So what is really driving consumer behaviour in this emerging market?
In the short term, providers are competing for market share, connections and sheer numbers of customers. Eventually, the market will be driven by the delivery of entertainment and value added content services over each of these technologies. To find out what existing multi-play customers actually want and value, BT sponsored a study from Ipsos MORI to discover:
- Which multi-play services deliver the highest value to the customer
- Which elements are most appealing to potential switchers
- How businesses can defend their customer bases and acquire new customers
- Whether existing brands can be extended across new platforms.
MULTI-PLAY: THE KEY FINDINGS
The headline findings are revealing and encouraging:
- Overall, between 17 and 47 per cent of consumers are willing to consider switching to take a bundled service package
- End-users are clearly reluctant to downgrade their current service offering for a cheaper deal and indeed, many are willing to pay more per month to upgrade their level of service.
Other insights include:
- A value-based proposition is still essential. Price is a key driver of demand, though not the only one, for a bundled offering
- Including broadband is crucial it is the single most valued service element
- Premium TV services make a real difference; free TV has little impact
- Providers need to build trust so consumers feel safe putting all their eggs in one basket
- Reliability issues are crucial, especially for broadband services
- Customers want to be kept informed of the latest prices, bundles and offers
- No brand owns multi-play so there are significant opportunities for early market entrants.
ABOUT THE SURVEY
The Ipsos MORI research, conducted in September 2006, is a national survey of 600 consumers, all of whom are current users of broadband, mobile telephony and digital TV services. Consumers were presented with a variety of bundle scenarios covering different speed of broadband connection, subscription TV packages, landline telephony packages, mobile phone tariffs, discounts and prices to assess the impact on their choices.
Read a full account of the Ipsos MORI report
Winning and Losing in the Multi-play Marketplace. You can download a
webcast presentation of the key findings from the BT Wholesale Engage website.
READ BETWEEN THE LINES
This vital new report provides insights and answers to some of the key questions on the emerging multi-play market and is important reading for suppliers of all wireless, video, data and voice services.
Contact your BT Wholesale Account Manager if you would like to discuss in depth the issues raised by the report and discover how BT Wholesale can help your organisation with its multi-play ambitions. Alternatively, call us free on 0800 671 045.