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Targeting & Distribution to the SOHO Segment

This report will show that although the number of products and services that are currently available to the SOHO market have expanded in the last four years, the issues faced then remain similar. With 30% of the European workforce being employed by very small companies, and with many SOHO employees being highly mobile, there is obviously a potentially lucrative market waiting to be addressed. The problem is that although the market is large, the companies that make it up are hugely diverse, with some non-employer enterprises barely making enough money to support their one worker, and others turning over several hundreds of thousands of Euros.

In times of economic uncertainty and when mobile markets are saturated, the importance of the potentially high-spending SOHO segment of the market is further emphasised and MNOs need to address the segment successfully if they are to meet revenue and EBITDA targets set by their shareholders.

This report provides a view of the current potential of the SOHO market segment and how well some MNOs are addressing it and concludes with findings and recommendations essential to any network operator that needs to maximise its return in this area.

Price: EUR 2,500.00 / GBP 2,400.00

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Table of Contents


1
OVERVIEW
1
2
INTRODUCTION
2
2.1
Background to the Report
2
2.2
Report Content
3
2.3
Currency and Conversions
3
3
THE SOHO MARKET
4
3.1
Requirements of the SOHO Market
4
3.2
Defining the Market
6
3.2.1
Introduction
6
3.2.2
European Union
7
3.2.3
US
10
4
SOHO CUSTOMER SERVICE OFFERINGS
12
4.1
Operator Business Market Segmentation
12
4.2
Services Available to SOHO Customers
13
4.3
Tariffs for the SOHO Market
16
4.3.1
Introduction
16
4.3.2
SFR
18
4.3.3
Cosmote
19
4.3.4
Vodafone UK
20
4.3.5
Proximus
21
4.3.6
Verizon Wireless
22
4.4
Data Services for the SOHO Market
24
4.4.1
Introduction
24
4.4.2
Selected Data Propositions
25
4.5
Multi-Play Offerings for the SOHO Market
29
4.5.1
Introduction
29
4.5.2
Mobistar
29
4.5.3
SFR
31
5
DISTRIBUTION AND MARKETING
33
5.1
Introduction
33
5.2
Vodafone
33
5.3
Verizon Wireless
34
6
KEY FINDINGS
37
7
RECOMMENDATIONS
39