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Pyramid Research Market Report
Table of Contents

Transforming Triple Play: Key Lessons and Best Practices for Winning RGU Strategies
Pricing: US$2,990 Single user license, PDF


Table of Contents

Executive Summary

Section 1: Towards a Multi-play World

1.1 Is Triple Play Indispensable?
1.2 The Quadruple Play Fallacy

Section 2: Triple Play and the Video Content Challenge

2.1 Exclusive Content Is Not Vital; Broadcast Networks Are
2.2 High-priced Content Has yet to Prove to Be a Catalyst of Triple Play Adoption

Section 3:Triple Play Pricing: Bundles, Why Discounts Are Not Necessary, and the VoIP-PSTN Quandary

3.1 Discounts are not a Prerequisite to Successful Triple Play Bundling
3.2 Providing Value Beyond Price
3.3 The VoIP-PSTN Quandary is Hurting Incumbent Telcos
3.4 A Segmented Approach Can Extend the Reach of Triple Play

Section 4: Revenue-generating Units, Customer Conversion, and ARPU Analysis: Why Cable Does It (Slightly) Better

4.1 The Irrelevance of the “Subscriber” and the Advent of the “RGU”
4.2 Slow Uptake for Triple Play Bundles
4.3 Why Cable Carriers Lead in the Triple Play Stakes
4.4 Triple Play ARPU-nomics

Section 5: Triple Play Forecasts: Telcos Playing Catch-up

5.1 Defining Triple Play
5.2 Global Triple Play—Over 30m subscribers by 2010
5.3 Market Share: Predicting a TelcoTriple Play Take-over

Case Studies

The Incumbent Telcos
Cable Players
Alternative Carriers

List of Exhibits

Exhibit 1: From “Demystifying Triple Play” to “Transforming Triple Play”:We Have Not (Entirely) Changed Our Minds
Exhibit 2: Global Wireline Voice Revenues Are Rapidly Declining
Exhibit 3: Evolution of Telefónica Revenue Base, 2004–2008
Exhibit 4: Comcast Revenues Get a Boost from Broadband
Exhibit 5: Traditional Triple Play
Exhibit 6: Hybrid Triple Play
Exhibit 7: NTL Customer Segmentation, September 2004
Exhibit 8: Evolution of Content Ownership
Exhibit 9: Programming Costs per Subscriber for Selected Players (US$)
Exhibit 10: Sample Operator Triple Play Discounts
Exhibit 11: Selected Markets Discounted Bundles vs. Sum of Parts, Competitive Bundles, and Mixed Offerings
Exhibit 12: Selected Markets:VoIP vs. PSTN Differentials
Exhibit 13: Summary of Key Characteristics of Successful Triple Play Pricing
Exhibit 14: Triple Play Penetration of Broadband Households in Selected Markets
Exhibit 15: Revenue Generating Units per Subscriber for Selected Cable, Altnets, and Incumbent Telcos
Exhibit 16: Cable, Incumbent Telcos, and Altnet Triple Play Market Share in Selected Countries
Exhibit 17: Evolution of ARPUs for Selected Triple Play Providers
Exhibit 18: Global Triple Play Subscriber Forecast by Region, 2005–2010
Exhibit 19: Telco vs. Cable Global Triple Play Market Share
Exhibit 20: CHT Market Share of Selected Segments
Exhibit 21: Video Service Comparison:CHT,Seednet,and CNS
Exhibit 22: Voice/ADSL Service Comparison: CHT vs. APTG
Exhibit 23: CHT MOD Uptake, 2004 vs. 2005
Exhibit 24: Broadband Market Share by Access Technology in Selected European Markets, 2005
Exhibit 25: Multiple Play and Service Bundling in the Netherlands
Exhibit 26: KPN DTT Pricing and Discounts
Exhibit 27: KPN DTT and IPTV Pricing vs. Competition
Exhibit 28: KPN VoIP Pricing vs. Competition VoIP and KPN PSTN
Exhibit 29: KPN Broadband Pricing vs. Competition
Exhibit 30: KPN Triple Play Pricing vs. Competition
Exhibit 31: KPN DTT Adoption*
Exhibit 32: Telstra Market Share, Stable in all Segments
Exhibit 33: Foxtel TV Packages & Monthly Pricing: Telstra vs. Optus (in Australian $)
Exhibit 34: Residential Fixed Line Packages: Telstra vs. Optus (in Australian Dollars)
Exhibit 35: Evolution of Subscriber Base to Telstra’s Pay TV Bundles
Exhibit 36: Verizon FiOS Premises Passed 2005–2010
Exhibit 37: Verizon FiOS TV Premier vs. Comcast Digital Plus
Exhibit 38: Verizon FiOS Internet Service Pricing
Exhibit 39: Pricing Comparison of Verizon FiOS Internet Service vs. AT&T DSL Service
Exhibit 40: Comparison of Price per Mbps for Verizon FiOS, Comcast Cable Internet and AT&T DSL Internet Services
Exhibit 41: Comparison of Price: Verizon, Vonage, AT&T & Comcast VoIP Services
Exhibit 42: Comparison of Bundled Services: Verizon vs. Comcast
Exhibit 43: Verizon FiOs Bundle vs.Multiple Service Providers (US$)
Exhibit 44: Verizon IPTV Penetration of Home Passed in Selected States, 1Q06
Exhibit 45: NTL Market Share of Key Segments
Exhibit 46: NTL Customer Segmentation, September 2004
Exhibit 47: NTL and LLU Operator Broadband Offerings,May 2006
Exhibit 48: NTL Triple Play Value Packs
Exhibit 49: Comparison of NTL’s Triple Plan Value Pack against Alternatives
Exhibit 50: NTL Bundled Services Performance
Exhibit 51: Evolution of NTL Monthly ARPU
Exhibit 52: VTR Pricing of Standalone Services and Triple Play Bundles
Exhibit 53: Comparative Analysis of Triple Play Bundles in Chile: VTR vs.Telsur vs. CTC
Exhibit 54: VTR’s Operational Metrics
Exhibit 55: Strategic Positioning of Comcast in the US Market
Exhibit 56: Pricing for Comcast Services, Bundled and Unbundled
Exhibit 57: Comparative Pricing for Service Bundles:Comcast and Verizon
Exhibit 58: Sample Comcast Operational Metrics
Exhibit 59: Comparison of Telenet and Belgacom Telephony Prices
Exhibit 60: Comparison of Telenet, Belgacom, Scarlet, and Tele2 Broadband Prices
Exhibit 61: Telenet Key Operational Indicators
Exhibit 62: France Pay TV Market Share
Exhibit 63: Freebox TV Pricing Details (Part I)
Exhibit 64: France: Triple Play Pricing for Selected Players (prices in Euros)
Exhibit 65: Free: Share of Broadband IPTV, Pay TV
Exhibit 66: Freebox TV Users and Pay TV Subscribers
Exhibit 67: FastWeb Pricing vs. Competition (Euros)
Exhibit 68: FastWeb Triple Play Subscriber Base

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