Global Telco Converged Plans & Bundles Insights 2019: A Look at Bundling Strategies from Around the World
SUMMARY
Telcos today struggle with growing revenue and retention of customers. This is because there is a growing competition amongst telcos and rising competition from familiar quarters such as internet players and even device vendors. This has led to a price war and a large amount of commoditization in the telecoms market. One of the most significant ways to stand apart from the crowd is to create plans and bundles that appeal to a telco’s target demographic. The report has looked at over 35 telcos and has summarized not only their bundling and converged plans strategy but has also looked at how some of these telcos have evolved in the past year. It is interesting to note that some telcos have needed to move quickly and adopt new services, whilst some have continued with their tried and tested strategy. The report provides insights on telcos from around the world and pin points how their bundling strategy differs from the rest.
The report has also provided commentary on the enterprise side of things, and how some telcos create plans specifically for the business user. Other than this, the report looks at the growing role that lifestyle services and IoT play in the creation of a bundle.
It touches upon the need for customization and a range of local internet partners that enable telcos to quickly widen their service portfolio. Finally, the report provides insightful recommendations and an overall assessment of the opportunities for telcos in the bundling space. It also helps telcos to benchmark themselves based on what other telcos are doing in different parts of the world.
Some of the leading companies mentioned in the report includes China Mobile, AT&T, Verizon, Singtel, MTN, Zain, Reliance Jio and Bharti Airtel.
KEY FEATURES
Telcos today struggle with growing revenue and retention of customers. This is because there is a growing competition amongst telcos and rising competition from familiar quarters such as internet players and even device vendors. This has led to a price war and a large amount of commoditization in the telecoms market. One of the most significant ways to stand apart from the crowd is to create plans and bundles that appeal to a telco’s target demographic. The report has looked at over 35 telcos and has summarized not only their bundling and converged plans strategy but has also looked at how some of these telcos have evolved in the past year. It is interesting to note that some telcos have needed to move quickly and adopt new services, whilst some have continued with their tried and tested strategy. The report provides insights on telcos from around the world and pin points how their bundling strategy differs from the rest.
The report has also provided commentary on the enterprise side of things, and how some telcos create plans specifically for the business user. Other than this, the report looks at the growing role that lifestyle services and IoT play in the creation of a bundle.
It touches upon the need for customization and a range of local internet partners that enable telcos to quickly widen their service portfolio. Finally, the report provides insightful recommendations and an overall assessment of the opportunities for telcos in the bundling space. It also helps telcos to benchmark themselves based on what other telcos are doing in different parts of the world.
Some of the leading companies mentioned in the report includes China Mobile, AT&T, Verizon, Singtel, MTN, Zain, Reliance Jio and Bharti Airtel.
KEY FEATURES
- Digital Services – Studies the growth of digital services, particular that of lifestyle services and their role in the consumer facing bundle. Most countries from across the world are increasingly focusing their bundle around digital services.
- Growth Areas – Analysis of the key growth areas on a regional level, and also identifies which bundles are doing well in which regions.
- 36 Telco Case Studies - An in depth look at 36 key players in the market across the world, with a well represented balance in each region.
- Consumer Versus Enterprise – An understanding of how telcos look at creating consumer facing bundles as well as a discussion on what needs to be different for the enterprise customer.
- In depth country coverage - Analyzes the innovation strategies followed by players at a country level, allowing for the reader to compare this easily across markets.
- Vision 2020 – Forward looking statements on things to come in the market, especially as there is greater focus on topics such as smart home, connected car, AI. The report looks at how these services are making their way into the bundle.
- Bundling Highlights - A summary of what a telco is doing in a particular market and what the key components of the bundle comprise of along with the intended result of the bundle.
INTRODUCTION 9
Summary
Bundles: Year in Review 2018
Bundles in a 5G Era
Telcos to watch for
The OTT Component
TYPES OF BUNDLES 15
Bundles for Consumers
Bundles for Households
Bundles for Enterprises
IoT Bundles: A Primer
Growth of IoT Bundles
VISION 2020 26
Moving Beyond Mobile
Converged Offerings
Data Only Bundles
OTT Bundles: Insights
ROLE OF BUNDLES IN LOYALTY 34
Bundling in Loyalty
Revenue versus Retention
Driving revenue from the bundle
Market Opportunity for Bundled Loyalty
MARKETS WITH POTENTIAL FOR GROWTH OF MULTI-BUNDLES 41
Regional Outlook
Opportunity markets
REGIONAL ANALYSIS: CASE STUDIES BY TELCO 46
South America
Claro Brazil: Streaming the future
TIM Brazil: Unlimited Plans FTW
Digicel Jamaica: Social Media & Curated Bundles
Digicel Panama: Customer at the center of the bundle
Entel Chile: Tiered & Unlimited Bundles
Asia-Pacific
China Mobile: THE most diverse bundle portfolio
Telkomsel Indonesia: Data heavy Strategy
Singtel: Mobile Bundles in Focus
Starhub: From SIM only to Full Service
Digi Malaysia: Digital Video Content Based Strategy
Bharti Airtel: Aggressive Mobile Bundles
Reliance Jio: Disrupting with Unlimited
Africa
Orange Egypt: Persona Based Bundles
MTN Ghana: Services trump Bundles
Vodafone Ghana: Localizing Global Bundles
Unitel Cape Verde: Leveraging the Internet
MTN South Africa: Customized Bundles
Vodacom: Plans for All Types of Customers
Econet: Bundles Segmented by Service
MTN Uganda: Content still rules Bundles
Airtel Malawi: Strong Focus on Voice
MTN Nigeria: Growth through Digital Bundles
Middle East
Zain Bahrain: Structured Bundles in Use
STC Saudi Arabia: Diverse Household Offerings
Zain Saudi Arabia: Strong Focus on Consumer and Enterprise
Etisalat UAE: Looking at the Premium Bundle
Ooredoo Kuwait: Device and Data led Strategy
Europe
Proximus Belgium: Multi-Play wins in Belgium
O2 UK: Device Heavy Bundles
Orange France: 360 Degree Plans
Turkcell: Data and Digital Content Bundles
Vivacom Bulgaria: Multi Play led Strategy
North America
AT&T USA: Converged Lifestyle Based Bundles
Verizon USA: Family, Data and Devices lead the way
T-Mobile USA: Value based Bundles
Rogers Canada: Smart Services Show Growth
RECOMMENDATIONS 132
Summary
Bundles: Year in Review 2018
Bundles in a 5G Era
Telcos to watch for
The OTT Component
TYPES OF BUNDLES 15
Bundles for Consumers
Bundles for Households
Bundles for Enterprises
IoT Bundles: A Primer
Growth of IoT Bundles
VISION 2020 26
Moving Beyond Mobile
Converged Offerings
Data Only Bundles
OTT Bundles: Insights
ROLE OF BUNDLES IN LOYALTY 34
Bundling in Loyalty
Revenue versus Retention
Driving revenue from the bundle
Market Opportunity for Bundled Loyalty
MARKETS WITH POTENTIAL FOR GROWTH OF MULTI-BUNDLES 41
Regional Outlook
Opportunity markets
REGIONAL ANALYSIS: CASE STUDIES BY TELCO 46
South America
Claro Brazil: Streaming the future
TIM Brazil: Unlimited Plans FTW
Digicel Jamaica: Social Media & Curated Bundles
Digicel Panama: Customer at the center of the bundle
Entel Chile: Tiered & Unlimited Bundles
Asia-Pacific
China Mobile: THE most diverse bundle portfolio
Telkomsel Indonesia: Data heavy Strategy
Singtel: Mobile Bundles in Focus
Starhub: From SIM only to Full Service
Digi Malaysia: Digital Video Content Based Strategy
Bharti Airtel: Aggressive Mobile Bundles
Reliance Jio: Disrupting with Unlimited
Africa
Orange Egypt: Persona Based Bundles
MTN Ghana: Services trump Bundles
Vodafone Ghana: Localizing Global Bundles
Unitel Cape Verde: Leveraging the Internet
MTN South Africa: Customized Bundles
Vodacom: Plans for All Types of Customers
Econet: Bundles Segmented by Service
MTN Uganda: Content still rules Bundles
Airtel Malawi: Strong Focus on Voice
MTN Nigeria: Growth through Digital Bundles
Middle East
Zain Bahrain: Structured Bundles in Use
STC Saudi Arabia: Diverse Household Offerings
Zain Saudi Arabia: Strong Focus on Consumer and Enterprise
Etisalat UAE: Looking at the Premium Bundle
Ooredoo Kuwait: Device and Data led Strategy
Europe
Proximus Belgium: Multi-Play wins in Belgium
O2 UK: Device Heavy Bundles
Orange France: 360 Degree Plans
Turkcell: Data and Digital Content Bundles
Vivacom Bulgaria: Multi Play led Strategy
North America
AT&T USA: Converged Lifestyle Based Bundles
Verizon USA: Family, Data and Devices lead the way
T-Mobile USA: Value based Bundles
Rogers Canada: Smart Services Show Growth
RECOMMENDATIONS 132
LIST OF CHARTS
Chart 1: Share of mobile bundles 2018
Chart 2: Share of mobile bundles 2019
Chart 3: Consumer Bundling Needs
Chart 4: The Household Bundle Evolution
Chart 6: Enterprise Bundling Needs
Chart 7: Expected growth in IoT bundles
Chart 8: Expected growth in IoT bundles
Chart 9: Moving beyond mobile
Chart 10: Quad Play Gives Way
Chart 11: Bundles tied in with Loyalty Plans
Chart 12: Loyalty in Bundle Form
Chart 13: Map of opportunity markets
Chart 14: Digi Malaysia Bundles At a Glance
Chart 1: Share of mobile bundles 2018
Chart 2: Share of mobile bundles 2019
Chart 3: Consumer Bundling Needs
Chart 4: The Household Bundle Evolution
Chart 6: Enterprise Bundling Needs
Chart 7: Expected growth in IoT bundles
Chart 8: Expected growth in IoT bundles
Chart 9: Moving beyond mobile
Chart 10: Quad Play Gives Way
Chart 11: Bundles tied in with Loyalty Plans
Chart 12: Loyalty in Bundle Form
Chart 13: Map of opportunity markets
Chart 14: Digi Malaysia Bundles At a Glance
LIST OF TABLES
Table 1: OTT Bundles Highlights
Table 2: Bundle Popularity By Region
Table 3: Claro Brazil Bundling Highlights
Table 4: TIM Brazil Bundling Highlights
Table 5: Digicel Jamaica Bundling Highlights
Table 6: Digicel Panama Bundling Highlights
Table 7: Entel Chile Bundling Highlights
Table 8: China Mobile Bundling Highlights
Table 9: Telkomsel Indonesia Bundling Highlights
Table 10: Singtel Singapore Bundling Highlights
Table 11: StarHub Singapore Bundling Highlights
Table 12: Digi Malaysia Bundling Highlights
Table 13: Airtel India Bundling Highlights
Table 14: Reliance Jio India Bundling Highlights
Table 15: Orange Egypt Bundling Highlights
Table 16: MTN Ghana Bundling Highlights
Table 17: Vodafone Ghana Bundling Highlights
Table 18: Unitel Cape Verde Bundling Highlights
Table 19: MTN South Africa Bundling Highlights
Table 20: Vodacom South Africa Bundling Highlights
Table 21: Econet Zimbabwe Bundling Highlights
Table 22: MTN Uganda Bundling Highlights
Table 23: Airtel Malawi Bundling Highlights
Table 24: MTN Nigeria Bundling Highlights
Table 25: Zain Bahrain Bundling Highlights
Table 26: STC Saudi Arabia Bundling Highlights
Table 27: Zain Saudi Arabia Bundling Highlights
Table 28: Etisalat UAE Bundling Highlights
Table 29: Ooredoo Kuwait Bundling Highlights
Table 30: Proximus Belgium Bundling Highlights
Table 31: O2 UK Bundling Highlights
Table 32: Orange France Bundling Highlights
Table 33: Turkcell Turkey Bundling Highlights
Table 34: Vivacom Bulgaria Bundling Highlights
Table 35: AT&T USA Bundling Highlights
Table 36: Verizon USA Bundling Highlights
Table 37: T-Mobile USA Bundling Highlights
Table 38: Rogers Canada Bundling Highlights
PLAYERS MENTIONED IN THE REPORT
AT&T
Airtel Malawi
Amazon
Amazon Echo
Amazon Prime
Apple
Audi
Bharti Airtel
BMW
China Mobile
Claro
Daimler
Deezer
Deutsche Telekom
Digicel Jamaica
Digicel Panama
DirecTV
Econet
Entel
Etisalat UAE
Facebook
Facebook Messenger
Google
Google Home
Google Nest
HBO
Hulu
Iflix
Instagram
Jawwy
KDDI
Line
MTN Ghana
MTN Nigeria
MTN South Africa
MTN Uganda
Netflix
NTT Docomo
O2
Ooredoo Kuwait
Orange Egypt
Orange France
Phillips
Proximus
Reliance Jio
Rogers
Saavn
Singtel
SK Telecom
Skype
SnapChat
Sony
Spotify
StarHub
STC Saudi Arabia
Telkomsel
Tencent
TIM
T-Mobile
Turkcell
Twitter
Uber
Unitel Cape Verde
Verizon
Vivacom
Vkontakte
Vodacom
Vodafone
Vodafone Ghana
WeChat
WhatsAp
Table 1: OTT Bundles Highlights
Table 2: Bundle Popularity By Region
Table 3: Claro Brazil Bundling Highlights
Table 4: TIM Brazil Bundling Highlights
Table 5: Digicel Jamaica Bundling Highlights
Table 6: Digicel Panama Bundling Highlights
Table 7: Entel Chile Bundling Highlights
Table 8: China Mobile Bundling Highlights
Table 9: Telkomsel Indonesia Bundling Highlights
Table 10: Singtel Singapore Bundling Highlights
Table 11: StarHub Singapore Bundling Highlights
Table 12: Digi Malaysia Bundling Highlights
Table 13: Airtel India Bundling Highlights
Table 14: Reliance Jio India Bundling Highlights
Table 15: Orange Egypt Bundling Highlights
Table 16: MTN Ghana Bundling Highlights
Table 17: Vodafone Ghana Bundling Highlights
Table 18: Unitel Cape Verde Bundling Highlights
Table 19: MTN South Africa Bundling Highlights
Table 20: Vodacom South Africa Bundling Highlights
Table 21: Econet Zimbabwe Bundling Highlights
Table 22: MTN Uganda Bundling Highlights
Table 23: Airtel Malawi Bundling Highlights
Table 24: MTN Nigeria Bundling Highlights
Table 25: Zain Bahrain Bundling Highlights
Table 26: STC Saudi Arabia Bundling Highlights
Table 27: Zain Saudi Arabia Bundling Highlights
Table 28: Etisalat UAE Bundling Highlights
Table 29: Ooredoo Kuwait Bundling Highlights
Table 30: Proximus Belgium Bundling Highlights
Table 31: O2 UK Bundling Highlights
Table 32: Orange France Bundling Highlights
Table 33: Turkcell Turkey Bundling Highlights
Table 34: Vivacom Bulgaria Bundling Highlights
Table 35: AT&T USA Bundling Highlights
Table 36: Verizon USA Bundling Highlights
Table 37: T-Mobile USA Bundling Highlights
Table 38: Rogers Canada Bundling Highlights
PLAYERS MENTIONED IN THE REPORT
AT&T
Airtel Malawi
Amazon
Amazon Echo
Amazon Prime
Apple
Audi
Bharti Airtel
BMW
China Mobile
Claro
Daimler
Deezer
Deutsche Telekom
Digicel Jamaica
Digicel Panama
DirecTV
Econet
Entel
Etisalat UAE
Facebook Messenger
Google Home
Google Nest
HBO
Hulu
Iflix
Jawwy
KDDI
Line
MTN Ghana
MTN Nigeria
MTN South Africa
MTN Uganda
Netflix
NTT Docomo
O2
Ooredoo Kuwait
Orange Egypt
Orange France
Phillips
Proximus
Reliance Jio
Rogers
Saavn
Singtel
SK Telecom
Skype
SnapChat
Sony
Spotify
StarHub
STC Saudi Arabia
Telkomsel
Tencent
TIM
T-Mobile
Turkcell
Uber
Unitel Cape Verde
Verizon
Vivacom
Vkontakte
Vodacom
Vodafone
Vodafone Ghana
WhatsAp
