The fixed broadband market is nearly saturated. Service providers need to prioritise quality of experience in order to retain, and upsell to, their existing customer base. At the same time, they must maximise their opportunities to take business from their competitors by offering best-in-class service bundles at the right price point.
To optimise stakeholder position in the upturn requires service providers to adopt a forward-looking approach to– the core and value-added fixed broadband services that they offer and to the way in which they are implemented, priced and bundled. Fixed broadband net additions have stagnated in many markets; by identifying preventative measures to minimise churn and opportunities to upsell, service providers can keep their fixed broadband businesses healthy.
This report, drawing on Analysys Mason’s survey of 4000 consumers in France, Germany, Poland and the UK, tracks and highlights trends in the evolution of consumers’ behaviour and fixed broadband service usage. Topics covered in this report include:
- identifying application and service demand
- highlighting successful pricing promotion strategies and bundles
- identifying which aspects of a fixed broadband service have the greatest impact on overall QoE
- defending against subscriber churn
- attracting subscribers churning from other service providers
- gauging the potential threat of mobile broadband.
This report is part of a series of survey-based reports from Analysys Mason that focus on consumer usage of telecoms and media services. Other reports in this series examine specific topics in the voice, mobile broadband, online content, and mobile content and applications segments.
Fixed broadband survey: optimising QoE and minimising churn answers your key questions:
- What do consumers want from a fixed broadband service and what do they use if for?
- On which aspects of a fixed broadband service should service providers focus to maximise QoE?
- What drives fixed broadband churn?
- What steps can be taken to minimise churn?
- What type of customer intends to switch service provider ‘in the next six months’?
- How can service providers attract the dissatisfied subscribers of their competitors?
- Is the availability of mobile broadband a significant agent of churn?