The practice of using applications in a discrete or piecemeal basis is fast becoming obsolete in the North American residential communication and entertainment services market, as various media are converging to be used in a platform and device-agnostic fashion.
Consequently, consumer spending is shifting from core legacy services, fixed/wireless voice, and packaged multimedia such as CDs/DVDs to emerging services and media such as mobile data, premium multi-channel video/television services, and online entertainment.
New analysis from Frost & Sullivan (ipcommunications.frost.com), Consumer Wallet Share Analysis – North American Residential Communication & Entertainment Spend, finds that residential communication and entertainment services generated total aggregate spending of $309.4 billion in the U.S. and CAN $29.7 billion in Canada in 2007. Annual aggregate spending on communication and entertainment services by consumers in both the U.S. and Canada expect to keep growing at a growth rate of mid-to-low single digit over the next seven years.
If you are interested in a virtual brochure, which provides service providers, end users, and other industry participants with an analysis of the consumer wallet share in the North American residential communication and entertainment segment, then send an email to Mireya Castilla, Corporate Communications, at mireya.castilla[.]frost.com, with your full name, company name, title, telephone number, company email address, company website, city, state and country. Upon receipt of the above information, an overview will be sent to you by email.
The number of wireless-only households has not exploded because of the multi-play strategies of fixed line service providers and the desire of most households to retain their fixed line. While young singles, students, and low-income households tend to prefer wireless services, married couples, families with children, and seniors prefer their landline phone. The superior voice quality of landline service and the tendency to use landline as a shared phone for the entire family have kept a check on the growth of wireless-only households.
In the entertainment category, the average household spending on online entertainment (online music/gaming/video) services is expected to grow the fastest. Average spending on multi-channel video/television services is also likely to grow because of increased adoption of digital services and premium subscription as well as on-demand services including pay-per-view (PPV), video on demand (VOD), digital video recorder (DVR), and high definition (HD) programming.
The average household spending on box office/movie tickets will increase only incrementally while that on packaged multimedia (CDs/DVDs/other physical media for recorded music, movies, and video games) will decrease as consumers shift their multimedia content access to virtual mediums such as online, mobile, and on-demand television. Moreover, the rising broadband penetration is channeling consumer dollars toward next-generation IP-based broadband applications such as VoIP and IP television (IPTV).
The competition is heating up as various discrete services converge, incumbents invade each other's stronghold, non-traditional participants stake a claim in the market, and traditional boundaries between different markets fall. Service providers offering an integrated service will have an edge and capture a larger share of overall consumer spending.
"Telcos that were the entrenched voice service providers are facing stiff competition in the voice market from cable providers and independent VoIP providers," says Frost & Sullivan Industry Analyst Piyush Arora. "Similarly, cable and direct broadcast satellite (DBS) companies are being threatened in the core multi-channel video subscription market by Telco's IPTV offerings and content offerings from online specialists."
Due to the market and regulators' preference for an open-access business model, incumbents in different markets are being threatened by emerging, over-the-top application service providers.
In such a fiercely competitive environment, service providers are competing for a share of the consumer wallet by diversifying their offerings, enabling them to sell multi-service bundles to the same customers. Although they are aware of the necessity of offering a full-service suite, they should also realize that it is vital to provide the next level of benefits of an integrated service to differentiate their offerings.
Service providers need to adapt to consumer behavior instead of trying to model buying patterns to suit the introduction of new technologies. For instance, they should be able to react to the shifting of revenue opportunities in consumer wireless markets from voice to data applications and services.
"Messaging, led by short message service (SMS) and multimedia messaging service (MMS), currently dominate the data services and over 50 percent of data revenues came from mobile messaging in 2007," notes Arora. "Besides messaging, premium mobile content and other 3G services and applications are expected to grow as well."
Consumer Wallet Share Analysis – North American Residential Communication & Entertainment Spend is part of the Communication Services Growth Partnership Service program, which also includes research in the following markets: North American residential broadband access services markets, North American residential online content services markets, move towards full convergence – communication services bundling for U.S. residential markets, and move towards full convergence – communication services bundling for Canadian residential markets. All research services included in subscriptions provide detailed market opportunities and industry trends that have been evaluated following extensive interviews with market participants. Interviews with the press are available.
Frost & Sullivan, the Growth Partnership Company, partners with clients to accelerate their growth. The company's TEAM Research, Growth Consulting, and Growth Team Membership™ empower clients to create a growth-focused culture that generates, evaluates, and implements effective growth strategies. Frost & Sullivan employs over 45 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from more than 30 offices on six continents.
Consumer Wallet Share Analysis – North American Residential Communication & Entertainment Spend