The Market Challenge

Europe is at an inflexion point. The years of sharp decline are over,  but the regional market is largely stagnant and service providers need to improve their performances to match the healthier macroeconomic situation across much of Europe.

However, competition remains fierce, and the acquisition and retention of market share remains high on the agenda. Service providers need to work harder on a number of fronts: Both fixed and mobile offerings are largely undifferentiated, and pricing pressure spreads too easily across national markets. Innovation in services and experiences, as well as the effective segmentation of the customer base – mass personalization – will help service providers to extract more value. Meanwhile, low-margin customers and services are a burden in markets that are growing sluggishly. A radical review of business processes and structures is an imperative while legacy support systems and network can be refreshed with newer cost-effective, digital-first technologies.

The monetization of mobile video, TV, and to a lesser extent the connected home, all represent new and important markets for service providers. The adjacent markets  of advertising and third-party service monetization also offer important opportunities.

How Ovum Helps You

In-depth reports track and analyse market data, competitive dynamics, and major trends at the country, operator, and regional level, and make recommendations to service providers and other market players.

Case studies profiles and topical reports set out and assess significant initiatives, developments and strategies in the region, such as digital-service deployments, and the prospects for 5G.

Comprehensive market data and forecasts allow customers to size and compare markets, identify quantitative trends, and develop strategies based on statistical evidence.

“The European region is at an inflection point as 2017 gives encouraging signals. The pace of decline for fixed and mobile revenue slowed in 2016, to 2.75% year on year, but capex intensity remains high at 17.8%”

Key Deliverables

Regional Outlook Reports – quarterly regional reports providing detailed analysis about market data and developments, with recommendations for major market players

Country Reports – profiles of the major country markets within the region, including comprehensive market data and analysis

Operator Reports – detailed portrait and analysis of the major operating groups within Europe, including financial and operational KPIs

Case Studies – detailed assessments of specific service deployments in Europe

Regional and Country Datasets – comprehensive set of data and forecasts for the region and every country within the region

Themes for 2018

European service provider digital strategies
As the European market is highly mature, service providers and others in the industry are increasingly looking to develop new, digital strategies centred on digital transformation as well as on digital services. Ovum will assess digital strategies and services in the region across sectors such as digital media, e-commerce, TV, IoT, and mobile financial services, through case studies, analysis, and data.


Broadband everywhere in the Europe – the road to 5G
As video becomes the most important data traffic-driver, service providers are exploring new data monetization mechanisms with today’s networks while also evaluating the business case for 5G. Although customer propositions must appear simple, video monetization strategies build on an incredibly complex construct where multiple – and often competing – partners design their offerings in compliance with net neutrality and customer data protection regulations. How will the economics of content, economics of broadband and economics of advertising be reconciled with video-bingeing strategies and promotions? Ovum will also monitor service provider progress and best practice across the region.


European service provider innovation
The European market is increasingly competitive and sophisticated, and service providers need to develop innovative products that will help them to stand out from their rivals, win and retain customers, and develop new revenue streams. Ovum will monitor and analyse product and service innovation in Europe, identifying trends and making recommendations to providers.


European IoT markets
loT is already widely deployed in Europe and Ovum will report closely on the progress of IoT in the region, as operators introduce new IoT technologies and services. Ovum’s analysis will compare IoT developments and prospects within the region, point to the markets and sectors that offer the best prospects, and make recommendations about provider IoT strategies.


Consolidation in Europe continues, but has it worked so far?
The European region has witnessed a wave of consolidation in the TMT sector, with intense M&A activity in recent years. While mobile consolidation opportunities in the mobile sector have diminished, there is scope for wider consolidation across the broader TMT market, perhaps around triple-play (fixed-mobile-tv) combinations, as well as within the highly- fragmented eastern European fixed sector. Ovum will constantly monitor M&A activities and assess the results of consolidation in markets where it has occurred in the recent past.

What’s New

Expanded country reports – country reports will be extended to cover the TV market as well as fixed and mobile telecoms

Consumer Insights surveys – new consumer survey program will give fresh insight into regional markets

Operator reports to cover enterprise – operator reports will be expanded to cover enterprise as well as consumer markets

Digital Index tracker – new dataset will cover service providers’ digital services and performance

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