Table of Contents
Issues in the Market
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- Key issues in the market
- Definition
- Abbreviations
Future Opportunities
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- Meeting the needs of a more individualistic society
- Skype, thanks but no thanks?
Market in Brief
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- BT still on top, but faces declining customer share
- Landlines losing ground to mobile
- TalkTalk customers value bundled services, but is it time for TalkTalk TV?
- Waiting for YouView
- Virgin Media outperforms Sky in cross-selling TV subscribers
- Local Loop unbundling shifts market dynamic
- Customers largely focused on cheaper line rental
- Mobiles most popular for voice calls, even in the home
- VoIP not really seen as an ‘every day’ communication tool
Internal Market Environment
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- Key points
- Rise in mobile-only homes drives fixed-line downturn
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- Figure 1: Percentage of uk homes with no landline, 2005-10
- Fixed-line providers more reliant on line-rental
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- Figure 2: Average monthly voice call revenue per user, line rental and voice calls, 2004-09
- BT losing share of voice call volumes….
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- Figure 3: BT share of retail fixed-voice call volumes , by type, 2004-09
- LLU – good or bad for BT?
Broader Market Environment
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- Key points
- Ageing population to curb fixed-line decline
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- Figure 4: Trends in the age structure of the UK population, by gender, 2005-15
- One-person households to further negatively impact market
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- Figure 5: UK household resident numbers, 2005-10
- Expansion of broadband helps providers offset landline decline
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- Figure 6: Broadband penetration, by demographics, 2004-10
Competitive Context
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- Key points
- Fixed line subscriptions decline…
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- Figure 7: Mobile and fixed-line phone telecoms connections, 2004-09
- …while fixed-line broadband plateaus
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- Figure 8: Percentage of population using mobile broadband and fixed broadband, Q1 2009-Q1 2010
- Mobile calling grows at the expense of fixed-line…
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- Figure 9: Mobile and fixed-line total voice volumes, 2004-09
- … and is cannibalising revenues
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- Figure 10: Mobile and fixed-line voice call revenue, 2004-09
Who’s Innovating?
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- Key points
- VoIP providers, if you can’t beat them, buy them?
- Virgin Media pioneers free landline-to-mobile calls
Market Size and Forecast
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- Key points
- Market size
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- Figure 11: total fixed-line telecoms market, voice calls and line rental, 2005-10
- Market forecast
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- Figure 12: fixed-line telecoms provider, voice calls and line rental, market forecast, 2005-15
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Brand Elements
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- Brand map
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- Figure 13: Attitudes towards and usage of fixed line telecommunication brands, December 2010
- Brand attitudes
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- Figure 14: Attitudes by fixed line telecommunication brand, December 2010
- Brand personality
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- Figure 15: Fixed line telecommunication brand personality – macro image, December 2010
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- Figure 16: Fixed line telecommunication brand personality – micro image, December 2010
- Correspondence analysis
- Brand experience
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- Figure 17: Fixed line telecommunication brand usage, December 2010
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- Figure 18: Satisfaction with various fixed line telecommunication brands, February 2010
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- Figure 19: Consideration of fixed line telecommunication brands, December 2010
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- Figure 20: Consumer perceptions of current fixed line telecommunication brand performance, December 2010
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- Figure 21: Fixed line telecommunication brand recommendation – Net Promoter Score, December 2010
- Brand index
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- Figure 22: Fixed line telecommunication brand index, December 2010
- Figure 23: Fixed line telecommunication brand index vs. recommendation, December 2010
- Target group analysis
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- Figure 24: Target groups, December 2010
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- Figure 25: Fixed line telecommunication brand usage, by target groups, December 2010
- Group One – The Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – The Individualists
Companies and Products
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- BT
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- Figure 26: Financial performance of BT Group Plc, 2009-10
- Figure 27: Segment performance of BT Group Plc, 2009-10
- Sky Talk
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- Figure 28: First quarter financial performance of British Sky Broadcasting Group Plc, 2009-10
- Figure 29: Financial performance of British Sky Broadcasting Group Plc, 2009-10
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- Figure 30: British Sky Broadcasting Group Plc subscriber statistics, 2009-10
- TalkTalk
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- Figure 31: Six months financial performance of Talktalk Telecom Group Plc, 2009-10
- Figure 32: Financial performance of Talktalk Telecom Group Plc, 2009-10
- Virgin Media
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- Figure 33: Financial performance of Virgin Media, 2008-09
- Figure 34: Virgin Media, consumer segment revenue, by customer type, 2008-09
- Figure 35: Virgin Media subscriber statistics, third quarter, 2009-10
What Are the Most Popular Fixed-line Brands?
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- Key points
- BT still the most popular provider, but for how long?
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- Figure 36: Type of landline telephone provider, December 2010
- Virgin Media outperforms Sky in terms of attracting TV customers
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- Figure 37: Virgin Media landline subscribers, by mobile phone network provider and TV reception, December 2010
What Do Customers Look For in a New Provider?
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- Key points
- Customers largely focused on low-cost line rental
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- Figure 38: Most important factors in determining choice of new provider, December 2010
- TalkTalk customers most value bundled services
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- Figure 39: Type of landline telephone provider, by most popular factors in determining choice of new provider, December 2010
- BT scores highly with brand equity customers
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- Figure 40: Type of landline telephone provider by next most popular factors in determining choice of new provider, December 2010
How Does Landline Compare with Other Voice Tools?
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- Key points
- Mobiles usurp landlines in every day usage
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- Figure 41: Consumer home contact methods, December 2010
- VoIP fails to make inroads among over-35s
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- Figure 42: Use of internet telephone services (eg Skype), by demographics, December 2010
- It’s good to TalkTalk?
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- Figure 43: Consumer contact methods by landline telephone provider, December 2010
Attitudes Towards Fixed-line Services
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- Key points
- Customers value call clarity
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- Figure 44: Attitudes towards fixed line providers, December 2010
- Sky Talk customers most likely to be reluctant landline users
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- Figure 45: Agreement with the statement “I only have a landline because my broadband provider requires it”, by landline telephone provider, December 2010
- TalkTalk capitalises on value brand image
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- Figure 46: Agreement with the statement “Using my landline allows me to save money on calls”, by landline telephone provider, December 2010
Appendix – What Are the Most Popular Fixed-line Brands?
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- Figure 47: Type of landline telephone provider, by demographics, December 2010
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Appendix – What Do Customers Look For In A New Provider?
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- Figure 48: Most popular factors in determining choice of new provider, by demographics, December 2010
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- Figure 49: Next most popular factors in determining choice of new provider, by demographics, December 2010
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- Figure 50: Type of landline telephone provider, by most popular factors in determining choice of new provider, December 2010
- Figure 51: Type of landline telephone provider, by next most popular factors in determining choice of new provider, December 2010
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Appendix – How Does Landline Compare with Other Voice Tools?
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- Figure 52: Consumer contact methods - ‘landline‘, by demographics, December 2010
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- Figure 53: Consumer contact methods - ‘mobile phone’, by demographics, December 2010
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- Figure 54: Consumer contact methods - ‘internet telephone services (eg Skype)’, by demographics, December 2010
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- Figure 55: Consumer contact methods, by type of landline telephone provider, December 2010
- Figure 56: Consumer contact methods, by most popular factors in determining choice of new provider, December 2010
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- Figure 57: Consumer contact methods, by next most popular factors in determining choice of new provider, December 2010
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Appendix – Attitudes Towards Fixed-line Services
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- Figure 58: Attitudes towards fixed line providers, December 2010
- Figure 59: Agreement with the statement “I only have a landline because my broadband provider requires it”, by demographics, December 2010
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- Figure 60: Agreement with the statement “My landline is the most important tool I have for keeping in touch with people”, by demographics, December 2010
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- Figure 61: Agreement with the statement “The call clarity you get with a landline is important to me”, by demographics, December 2010
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- Figure 62: Agreement with the statement “I prefer the simplicity of using a landline compared to mobiles/internet telephone services (eg Skype)”, by demographics, December 2010
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- Figure 63: Agreement with the statement “Using my landline allows me to save money on calls”, by demographics, December 2010
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- Figure 64: Agreement with the statement “Having a fixed telephone line is not necessary in this day and age”, by demographics, December 2010
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- Figure 65: Agreement with the statement “I’d prefer not to have to sit in front of a computer when making a phone call”, by demographics, December 2010
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- Figure 66: Agreement with the statement “The internet is just as good as landlines for making calls”, by demographics, December 2010
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- Figure 67: Attitudes towards fixed line providers, by type of landline telephone provider, December 2010
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