The High-speed fixed connectivity for large enterprises: operator strategies for differentiation

Fixed connectivity is saturated in high-income markets forcing operators to compete on price, thereby reducing value. This report presents three strategies that operators can use to differentiate fixed services and justify higher prices.

About this report


EXECUTIVE SUMMARY


Executive summary


REPORT OVERVIEW


Problem: fixed services are difficult to differentiate; many regions are saturated and competition is affecting revenue


Solution: there are three ways for operators to differentiate their fixed services; customer service is the most important


Recommendations


IMPROVE CUSTOMER SERVICE


Widespread dissatisfaction with fixed services leaves considerable scope for operators to use customer service as a differentiator


Operators should seek to differentiate at all stages; large enterprises are often dissatisfied before their service is even delivered


There are many opportunities for operators to stand out and drive interest from customers, starting at the beginning of the service value chain


Poor service delivery is a common problem in the industry and can be improved through simple measures


Communication is a fundamental driver of satisfaction; operators should be proactive in sharing successes and failures with customers


INTEGRATE ICT SERVICES


Operators ICT services potential is closely correlated with satisfaction with their basic services


The integration of ICT into connectivity services with end-to-end SLAs provides a diverse range of opportunities for differentiation


Operators should focus on integrating ICT services that are close to and can augment their current fixed service offering


Operators will need to build an ICT portfolio through acquisitions and partnerships


Case study: Daisy believes that managing or hosting enterprises data leads to strong stickiness and provides an end-to-end managed service


IMPROVE NETWORK PERFORMANCE


Operators should advance their network offerings with technological developments to gain a competitive edge


SD-WAN provides operators with multiple opportunities to differentiate on price and quality of service, at least in the short term


Operators should explore network aspects that go beyond bandwidth to improve network performance and flexibility


Case study: Tata Communications uses SD-WAN to differentiate through a highly integrated portfolio, enforced by its traffic segmentation solution


APPENDIX


Telefnica uses SD-WAN and embedded ICT services to provide an end-to-end ICT ecosystem to enterprises


Colt believes that superior networks and customer service can differentiate it from competitors whose offerings are more diverse


Verizon uses a series of tools to simplify what is a complex RFP process


ABOUT THE AUTHOR AND ANALYSYS MASON


About the author


Analysys Masons consulting and research are uniquely positioned


Research from Analysys Mason


Consulting from Analysys Mason


List of figures:


Figure 1: Operators approaches to differentiating fixed services
Figure 2: Revenue and connections of dedicated connections from large enterprises, North America, Western Europe and developed AsiaPacific, 20132022
Figure 3: Net Promoter Score for large enterprise fixed services, by country, 20171
Figure 4: Reasons cited by large enterprises for changing fixed services provider, 20172
Figure 5: The three stages of the service value chain and their associated KPIs
Figure 6: KPIs and areas of development for operators sales procedures
Figure 7: KPIs and areas of development for operators service delivery procedures
Figure 8: KPIs and areas of development for operators service assurance procedures
Figure 9: The percentage of large enterprises that purchase security solutions from an operator by level of satisfaction with their fixed services provider1,2
Figure 10: Operators Net Promoter Scores from, and intended churn rates of, large enterprises that did or did not purchase security solutions from their operators2,3
Figure 11: Hypothetical structure of an operators ICT portfolio
Figure 12: Levels of interest for operators in ICT services
Figure 13: Examples of acquisitions and partnerships made by operators to gain ICT capabilities
Figure 14: Daisys enterprise portfolio and business continuity services [Source: Daisy]
Figure 15: Benefits of SD-WAN for operators and enterprises
Figure 16: Examples of operators partnerships with SD-WAN vendors
Figure 17: Tata Communications SD-WAN network
Figure 18: Telefnicas approach to differentiation



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