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X-Series UK - Case Study

In December 2006, 3 UK introduced its X-Series Mobile Broadband service packages. The service combines new broadband streaming applications delivered by Orb and Slingbox hardware together with customised clients for more established broadband applications already in use on the fixed network, such as Skype, e-Bay, Windows Messenger, Podcasts and e-mail, as well as various Internet browsing and search tools. The package is one of the most significant initiatives yet seen from an MNO determined to grow new service revenues. Since the initial launch, 3's operations in Sweden, Denmark, Italy, Austria, Australia and Hong Kong have all introduced X-Series packages, tailored to their own markets. 3 Ireland has recently (August 2007) commenced its own soft launch of the X-Series.

The current report critiques the X-Series product from a number of perspectives, examining the product design, user experience, pricing/packaging, promotion, advertising and distribution of the service. We discuss the strengths and weaknesses of the X-Series service and highlight the valuable lessons which 3 and others can learn from the initial X-Series service launch. In particular, the current paper:

• Provides a detailed case study assessment of the impact of the earliest and most advanced X-Series service launch, in the UK.
• Examines and assesses the X-Series product design and user experience, offering suggestions for improvement based on our end user experiences.
• Considers the potential for revenue stimulation via X-Series service adoption as well as identifying the potential for losses through revenue cannibalisation.
• Identifies the flaws in the marketing execution of the X-Series offer which have blunted its impact to date.
• Identifies inconsistencies in the market development strategy of 3 between markets and suggests best practices worthy of adoption by 3 UK in order to improve its own service offer.
• Provides eight recommendations, highlighting the steps MMD believes 3 UK needs to take in order to capitalise on the full potential of this innovative service development initiative.

Price: EUR 2,500.00 / GBP 2,000.00

if you would like learn more about this report, or our other work in this topic area and how to subscribe, please contact us

Table of Contents


1
Overview
7
2
Background
8
3
X-Series - UK Market Case Study
10
3.1
Product Design
10
3.2
Service Description
10
3.3
User Experience with X-Series Applications
14
3.3.1
eBay (Silver)
14
3.3.2
Mobilcast (Silver)
14
3.3.3
Mobile Mail (Silver)
15
3.3.4
Skype (Silver)
17
3.3.5
Windows Live Messenger (MSN Messenger) (Sliver)
18
3.3.6
Orb (Gold)
19
3.3.7
SlingPlayer (Gold)
20
3.4
Pricing
21
3.4.1
Value Positioning
21
3.4.2
Cannibalisation Risk VS. Market Development Reward
22
3.5
Marketing & Promotion
23
3.6
Distribution
24
3.7
Market Development Assessment
25
3.8
Service Impact Assessment
26
3.8.1
Impact to Date
26
3.8.2
Potential Impact
27
4
X-Series in Other Markets
28
4.1
Package Differentiation between Markets
28
4.1.1
Individual Service Options
31
4.1.2
Handset Compatibility
31
4.1.3
Contrasting Approaches to Service Delivery
32
4.1.4
Contract Periods
33
4.1.5
Gold Package Differentiation
33
5
Conclusions
42
6
Recommendations
43