通訊業者推廣家庭固話與行動套餐的策略：案例研究與分析

Operator Strategies for Promoting Fixed-Mobile Bundles to Households: Case Studies and Analysis

出版日期: 2026年05月08日 | 出版商:

Analysys Mason | 英文 | 商品交期: 最快1-2個工作天內

價格

簡介目錄

「家庭套餐已經從簡單的折扣費率方案發展成為能夠提升溝通體驗並支持家庭日常生活的家庭套餐。」

家庭套餐是通訊業者為數不多的能夠推動消費者收入成長的工具之一。通訊業者正從單純提供折扣轉向推出功能更豐富的套餐。

我們公司調查了全球 10 家通訊業者為推廣面向家庭的提案所採取的策略。

該報告強調了從價格主導策略向三種互補方法的明顯轉變：適應不斷變化的家庭結構和需求的靈活解決方案（結構槓桿）、整合加值服務以增加消費（商業性槓桿）以及通過融入解決父母迫切關注的問題的功能來加強通訊業者與日常家庭生活的相關性（家庭支持槓桿）。

本報告將回答以下問題：

通訊業者如何改進家庭套餐以吸引用戶？
通訊業者如何利用家庭套餐來增加每個家庭的消費額並提升銷售附加服務？
通訊業者如何將附加服務與通訊服務捆綁在一起，以提高家庭套餐的價值？
為了因應不斷變化的家庭結構和家庭需求，通訊業者正在如何更新其家庭套餐？
為了應對父母面臨的最緊迫挑戰，通訊業者正在家庭套餐中添加哪些服務和功能？

以下公司將在案例研究中重點介紹。

布依格電信（法國）
EE（英國）
KT（韓國）
Maxis（馬來西亞）
MEO（葡萄牙）
西班牙 Movistar 電視台
Proximus（比利時）
TIM（義大利）
威瑞森（美國）
沃達豐（英國）

簡介目錄

"Family bundles are evolving from simple discounted tariffs into family packages that improve connectivity experiences and support everyday family routines."

Family bundles are one of the few remaining levers available to telecoms operators to drive growth in consumer revenue. Operators are evolving beyond simple discount-led offers to introduce richer features in their bundles.

We have studied the strategies that ten operators worldwide are using to promote their family-oriented propositions.

The report highlights a clear shift away from pricing-led strategies towards three complementary approaches: flexible solutions that adapt to evolving family structures and needs (structural lever), the integration of premium services to increase spend (commercial lever) and the inclusion of features that address parents’ pressing concerns to strengthen operators’ relevance in everyday family life (family support lever).

This report answers the following questions.

How are operators evolving family-oriented bundles to drive take-up?
How are operators using family bundles to increase spend per household and upsell additional services?
How are operators bundling additional services with connectivity to increase the value of family bundles?
How are operators updating family bundles to reflect changing family structures and household needs?
Which services and features are operators adding to family bundles to address parents’ most pressing challenges?

The following companies are featured in case studies.