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The Mobile services in converged bundles: customer retention, service design and innovation

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Date: 19-Oct-2015
No. of pages: 47
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"When creating converged bundles, operators should consider their impact on churn, aspects of service design and potential for service innovation."

Fixed and mobile services are highly commoditised in mature markets, and operators are turning to converged bundles as a means to reduce churn, build long-lasting customer relationships and capture revenue that could otherwise go to competitors on standalone services. These bundles have impressive rates of take-up, but this is rarely reflected in significant growth in operator revenue or market share. This report considers the ways that operators position mobile services as a component of fixed–mobile converged bundles and assesses the effect that converged bundles have on market and operator performance.

This strategy report:


  • assesses the level of take-up of fixed–mobile converged bundles in Europe and the impact of such bundles on market share and service revenue

  • examines how operators in Europe are using mobile plans in converged bundles to differentiate themselves and to align with their competitive positions

  • analyses how the pricing and discount schemes are used to drive take-up of fixed–mobile converged plans in relation to standalone mobile plans

  • provides details of the retention outcomes that converged bundles lead to

  • examines how operators are using fixed–mobile convergence as a means to create unique propositions and deploy service innovation.

The Mobile services in converged bundles: customer retention, service design and innovation

Table of Contents

About this report
Executive summary
Operators must carefully navigate converged bundles: customer take-up indicates strong demand but retail revenue decline continues
Operators need to consider three areas as they design the mobile elements of their converged bundles
Recommendations

Customer Retention
Converged bundles are rapidly transforming the customer mix of mobile markets
Mobile postpaid churn rates steadily decline as convergence accounts for a significant proportion of an operator's mobile contract base
Fixed broadband retention also improves after converged bundles are launched and mobile service features matter
Loose bundling of mobile services in converged bundles also brings clear retention benefits to fixed broadband
Net Promoter Scores improve for mobile services when customers also buy fixed services, but US operators are exceptions

Service Design
Operators should answer four main questions as they design the mobile service element of their converged bundles
Operators should try to keep high-end mobile customers on standalone plans to prevent revenue erosion from mobile services
If competitive dynamics dictate, operators may have to widen the spread of mobile tiers in their converged bundles
Operators design the tiers of their bundles depending on how effectively they can compete with their existing fixed and mobile capabilities
Multiple-SIM initiatives beyond mobile add-ons can be used successfully as tools for customer acquisition
Shared data pools and reserving valued features for multi-SIM plans help NOS and MEO in Portugal to accelerate mobile subscriber acquisition
When converged bundles become the market standard and their prices are very low, operators may stop rewarding customers for convergence
KPN in the Netherlands demonstrates the benefits of bundling services beyond discounts, in order to encourage convergence

Service Innovation
Operators have a wide range of service options that they can add to their converged bundles, either for free or as upsell
but they should also create new value specifically for converged bundles, instead of solely adding more services for more discounts

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