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Strategy Analytics: Mobile Broadband Triple Play May Beat Quad Play in Italy
FastWeb, WIND, Tre Italia, Telecom Italia, TIM Scenarios
Boston, MA - April 27, 2010 – Can Mobile Operators compete against Fixed Operator Quad Play offerings? Responding to this question the Strategy Analytics Tariff and Revenue Strategies (TRS) service constructed 3 scenarios for the Italian communications market. This TRS analysis focused on alternatives for how mobile broadband operators might compete.
• If all top 5 Italian operators (FastWeb, WIND, Tre Italia, Telecom Italia and TIM) were to offer ‘Mobile Broadband Triple Play‘( MBTP) - mobile voice and data, Internet and home phone –at €109/mo., together they would create a potential market of €1.5 billion annually.
• At €69/mo. this MBTP service could create an Italian market of €2.7 billion.
• Even if the top 3 fixed operators – Telecom Italia, WIND and FastWeb – were to offer Quad Play (adding TV to the mix) for only €129/mo. Tre Italia alone could still generate over €450 million a year from ‘Mobile Broadband Triple Play’.
Sue Rudd, Director of the Strategy Analytics TRS service, notes, “These results indicate that the right triple play offering for mobile operators need not include TV in order to compete alongside Quad Play services from fixed multi-media operators.” Rudd added, “It also appears that MBTP appeals to different customers, so this is not a zero sum game.”
The Strategy Analytics Tariff Response Model (TRM) is a simulation tool that produces Multi-Play purchasing projections based on Discrete Choice models derived from choices of over 3,500 respondents in six countries (France, Germany, Italy, Spain, UK and US) participating in a simulated virtual shopping experience. These purchase choices drive statistical estimates for price, feature and brand responses across a wide range of current and potential Multi-Play service options.
For this report, “Mobile Broadband vs. Quad Play in Italy: 3 - Tre Italia Case,” the response of each Italian market segment was simulated for different scenarios based on competitive bundles and prices. Each TRM scenario projects market share, incremental subscribers and revenues. These results are long-term estimates which achieve full penetration over several years.
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