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封面
市場調查報告書
商品編碼
2116977

固定和移動套餐：針對家庭的策略。

Fixed-Mobile Bundles: Strategies for Targeting Families
出版日期: | 出版商: Analysys Mason | 英文 | 商品交期: 最快1-2個工作天內

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簡介目錄

「透過重新審視其固話和行動套餐策略，並更有效地瞄準家庭用戶，電信公司可以解決其面臨的最緊迫挑戰之一：消費者收入成長緩慢。」

對電信業者而言，消費者收入成長機會正日益受限。家庭客戶群價值高，蘊藏著巨大的成長潛力，但目前的固網和行動套餐策略僅挖掘了其中一小部分潛力。本報告探討了固網和行動電信商如何利用家庭套餐組合來提升客戶消費、提高客戶維繫並增強客戶終身價值 (CLV)。

本報告基於 Analysys Mason 進行的消費者研究、獨家調查以及對電信業者的訪談。

本報告探討的問題

  • 電信業者在向家庭銷售配套服務時面臨的主要障礙是什麼？
  • 電信業者如何利用其現有服務和功能來改善其目前面向家庭的服務？
  • 哪些服務類別與家庭最相關？電信業者目前提供的服務有哪些不足之處？
  • 優惠和獎勵在促進家庭友善服務的使用方面發揮什麼作用？
  • 電信公司如何提高現有家庭客戶的價值？
簡介目錄

"Operators can address one of their most pressing challenges - limited consumer revenue growth - by updating their fixed-mobile bundle strategy to better target families."

Consumer revenue growth opportunities are becoming increasingly limited for telecoms operators. Families represent a high-value customer segment that could open up an avenue of growth, but operators are capturing only a fraction of this opportunity with their current fixed-mobile bundle strategies. This report examines how fixed-mobile operators can use family-oriented bundles to increase customer spend, improve retention and grow customer lifetime value.

The report draws on Analysys Mason's consumer survey, proprietary research and interviews with operators.

Questions answered in this report

  • What are the main obstacles that operators face when they sell bundles to families?
  • Which actions can operators take to improve their current family-oriented proposition using the services and capabilities that they already offer?
  • Which categories of services are most relevant to families, and where do operators currently have gaps in their propositions?
  • What role can rewards and incentives play in driving the adoption of family-oriented propositions?
  • How can operators increase the value generated from existing family customers?