互联家庭的未来：制定成功的增值服务策略

Developing successful value-added-service strategies In partnership with: Omdia commissioned research, sponsored bythe Broadband Forum Sponsors Omdia commissioned research, sponsored bythe Broadband Forum Contents Summary.....................................................................................................................5Key points and recommendations............................................................................7The need for a broadband VAS strategy......................................................................8Growing the connectivity-driven services...............................................................9Expanding through service led...............................................................................11Study and survey overview......................................................................................12Broadband VAS strategies.........................................................................................13A more cautious tone to VAS investment...............................................................13Quality Wi-Fi is key...............................................................................................14Internet security and safety...................................................................................17Smart home...........................................................................................................18Application prioritization.......................................................................................19There is no consensus yet on the home app store..................................................21Barriers to greater VAS success.................................................................................23Low perceived demand remains the key barrier....................................................23Customer service costs increase pressure on the VAS business model...................25The role of AI in successful VASstrategies................................................................26Network optimization and management seen as most important use cases in theshort term..............................................................................................................27Commercial and customer support applications.....................................................28Energy management remains of key interest.........................................................29Developing more advanced services......................................................................30The use of open gateways.........................................................................................30Only the very top-tier telcos are fully embracing “best of breed”...........................30The importance of standards.....................................................................................32Standards help drive greater innovation................................................................32User Services Platform and the evolution of the connected home.........................32Appendix...................................................................................................................35 Omdia commissioned research, sponsored bythe Broadband ForumMethodology..........................................................................................................35 Summary Worth $400bn on a global basis by 2030 and with a five-year (2025–30) CAGR of 4%,broadband access is the most important fixedresidential market for telecommunicationsoperators by some margin. However, virtually all this growth currently comes fromincreasing subscriptions, which are nearing saturation in mature markets as householdpenetration reaches its limit. Therefore, if telcos are to continue to grow revenue in thiscritical sector, it is crucial that they look to also increase broadband ARPU. Value-added services (VAS) are an important tool in meeting this goal because they canhelp telcos grow ARPU in two ways: •Encourage more consumers to move up the broadband stack.Most telcos offer atiered broadband portfolio, largely differentiated today by speed. However, as high-speed services become ubiquitous, consumer demand for simply more speeddiminishes. Additionally, because telcos have consistently increased speeds toremaincompetitive, consumers havegottenused to speeds organically increasing while theyare able to remain on the same tariff. However, there are many more features than highspeed that consumers value from their broadband service provider. By building theseadditional value-added features and services into traditional broadband tiers, providerswill help encourage a greater proportion of consumers to move up the stack. •Expand through premium services.There is a select range of VAS that consumers arewilling to pay extra for. Typically, these are higher-end VAS, such as smart home Omdia commissioned research, sponsored bythe Broadband Forum applicat