1. Strategies for Delivering Multi-Play Consumer Services
Report Details:
Published:September 2012
No. of Pages: 120
Price: Single User License – US$2875
This report examines the essential themes behind successful multi-play consumer telecom
services – convergence, personalization, simplification, specialization, mobility and simplicity – in
terms of: architectural / functional components; opportunities for service differentiation; key
enabling technologies; challenges in implementation and deployment; market examples; potential
market obstacles.
Features and benefits
•Identify the key consumer meta-themes that are behind successful multi-play services.
•Examine the enabling technologies and architectural components behind these essentials, and
also examples of market implementations and obstacles.
•Analyze existing multi-play services in order to replicate their successes and learn from any
failures.
Highlights
Telecom operators must find ways to differentiate their brand in a market where services and
service providers are often indistinguishable. Five features characterize successful multi-service
offerings: convergence, personalization, specialization, mobility and simplicity. Leveraging these
features differentiates consumer products and services.
Providers' success and profitability with converged services depends on a convergence
architecture that adapts content to networks and devices, optimizes user experience, and
rationalizes the business model.
Providers need a “me-centric” architecture for applications, services and environments that
personalizes from the customer’s point-of-view instead of the advertiser’s.
Your key questions answered
•What are the key factors behind differentiated, successful multi-play consumer services?
•How can both fixed and mobile consumer services be truly converged, personalized, specialized,
and simplified?
•What are the key enabling technologies behind successful multi-play services?
•What challenges and obstacles must be overcome to provide a successful multi-play service?
•Which existing multi-play services have been successful? What are the reasons behind this
success?

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Major points covered in Table of Contents of this report include
Table of Contents
Carolyn Schuk
Disclaimer
EXECUTIVE SUMMARY
Introduction
Convergence
Personalization
Specialization
Mobility
Simplicity
Market examples
The opportunity: service differentiation
Potential obstacles to multi-play market development
Key enabling technologies for multi-play services
Introduction
Summary
Today's telecom challenge: differentiation
The past points to the future
Report scope
Who is this report for?
Convergence
Summary
Introduction: IP enables "anything, anywhere" but does not make it happen
Market landscape: The everywhere connection that 'anything, anywhere' demands is far from a
reality
Global fixed broadband subscribers
Global mobile broadband subscribers
Telco investment struggles to meet futuristic expectations
Business challenges and requirements: Rationalizing the business model
Architectural challenges and requirements
Adapting content to delivery networks and user devices
Optimizing and unifying user experience
Personalization
Summary
Introduction: the new consumer-centric world
Market landscape
Business challenges and requirements: An exploding content universe and changing consumer
habits
Architectural challenges and requirements: Adaptive personalization

3. Specialization
Summary
Introduction: one size does not fit all
Market landscape
Business challenges and requirements
Architectural challenges and requirements
Mobility
Summary
Introduction
Market landscape: so-called "mobile" services aren't really mobile
Architectural requirements and challenges: The mobile e-person, “ME”
Simplicity
Summary
Introduction: Desperately seeking the "On" switch
Market landscape
Business challenges and requirements: managing the connected home
Architectural challenges and requirements: Automatic adaptation
Market examples
Summary
Introduction
Convergence
Personalization
Toshiba Personal TV
CrowdOptic
DoCoMo iConcier
Rovi TotalGuide
Specialization
Amazon Kindle
OpenMoko WikiReader
Mobility
Novatel Wireless MiFi
Funambol Media Hub
Simplicity
Cisco Valet
The opportunity: service differentiation
Summary
Introduction
Creating value for customers
Multi-service drives the business
AT&T
China Mobile
Groupe Iliad

4. It's all about the network
Virgin Media's strategic Next Generation Access (NGA) network
Tele Columbus Group and Alcatel-Lucent partner for next-generation network
Remember broadcasting?
The importance of user apps and devices
Applying multi-play meta-themes to create differentiation
Convergence
Personalization
Specialization
Mobility
Simplicity
Potential obstacles to multi-play market development
Summary
Introduction
Failure to roll out 4G in a timely way
Obsolete telecoms regulation
Proliferating feature and technology confusion
Lack of capable devices
Privacy and security problems
Key enabling technologies for multi-play services
Summary
Introduction
Adaptive streaming over HTTP
Cloud computing
Context-oriented computing
Future Internet (FI)
Home Area Networks (HAN)
Wireless
Wired
MPEG-21
Semantic web services
Services computing
Systems-on-a-Chip
Universal Multimedia Access (UMA)
Wholesale Applications Community (WAC)
List of Tables
Table: Fixed broadband subscribers by region (m), 2010–15
Table: Mobile broadband subscribers by region (m), 2010–15
Table: User satisfaction as related to number of choices
Table: Consumer overall rating (marks out of 10) of DVD players before and after product trial
Table: Amazon sales and income growth ($m), 2005-10
Table: China Mobile value-added services revenues ($bn) 2009-10

5. Table: Groupe Iliad revenue and net profit ($m) 2006-10
Table: Global broadband subscriptions by type (m), 2009-15
Table: Global growth rates for fixed and mobile broadband (%), 2009-15
Table: US wired and wireless broadband growth in 2010, by quarter
Table: Percentage of data downloaded indoors, by region
Table: Virgin Media revenues and income (£m), 2010
Table: Online viewers watching long-form content
Table: Multi-channel Pay TV revenue growth (%), 2009–15
Table: Mobile phone-only households in key regions (%), 2007-09
List of Figures
Figure: Telecom executives’ top challenges
Figure: A 19 th century idea of a multi-play service
Figure: Fixed broadband subscribers by region (m), 2010-15
Figure: Mobile broadband subscribers by region (m), 2010-15
Figure: Telecom quarterly capex investment change (%), Q3’10 vs. Q3’09
Figure: Consumer willingness (% of respondents) to pay a premium for increased smartphone
capability
Figure: Converged consumer services adaptation architecture
Figure: Content adaptation methods – tradeoffs
Figure: The “me-centric” architecture
Figure: User satisfaction as related to number of choices
Figure: Percentage of consumers interested in receiving targeted personal services, 2010
Figure: Consumer overall rating (marks out of 10) of DVD players before and after product trial
Figure: Seamlessly connected devices enhance services for the mobile e-person
Figure: The mobile e-person: seamless integration of connected multi-play devices and services
Figure: US consumer reactions to tech companies, 2010
Figure: Example of over-complex user instructions
Figure: CrowdOptic in action
Figure: Amazon sales and income growth ($m), 2005-10
Figure: Multi-play services elements – ‘building blocks’
Figure: Multi-play elements in different products
Figure: AT&T U-Verse customer services bundling
Figure: China Mobile value-added services revenues ($bn), 2009-10
Figure: Groupe Iliad revenue and net profit ($m) 2006-10
Figure: Global broadband subscriptions by type (m), 2009-15
Figure: Global growth rates for fixed and mobile broadband (%), 2009-15
Figure: US wired and wireless broadband growth in 2010, by quarter
Figure: Virgin Media revenues and income (£m), 2010
Figure: Global survey – how people watch television, 2010
Figure: Online viewers watching long-form content, 2007-09
Figure: Monthly US multi-platform video consumption, Q2’10
Figure: Multi-channel Pay TV revenue growth (%), 2009-15

6. Figure: Mobile phone-only households in key regions (%), 2007-09
Figure: Home Area Networking (HAN) Comparison - I
Figure: Home Area Networking (HAN) Comparison - II
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