论文标题
西班牙电信市场的捆绑影响
Bundling Impacts in Spanish Telecommunications Market
论文作者
论文摘要
捆绑是电信市场中普遍存在的战略。由于在西班牙电信市场取得了巨大的成功，本文分析了融合捆绑在该市场的影响。从需求的角度及其自身结构，这种商业策略造成了市场的重大变化。从需求端来看，我们分析了产品捆绑如何使该行业的有效价格大大降低，并且通过技术扩散模型，我们表明捆绑是固定宽带开发的主要因素，以及FTTH Networks部署的主要因素，与独立的产品营销场景相反。付费电视的包容性和通信套餐中的巨大捆绑策略激发了该产品在该市场历史上的最大增长。关于市场结构，融合捆绑的引入导致市场巩固，增加了主要收敛参与者的注意力
Bundling is a pervasive strategy in telecommunications markets. Due to the great success obtained at Spanish Telco market, this article analyzes the impacts of the introduction of convergent bundling on that market. This commercial strategy has caused major changes in the market, both from the point of view of demand and its own structure. From the demand-side, we analyze how product bundling has produced a substantial reduction on effective prices in the sector, and by means of technological diffusion models, we show that bundling is the main factor of Fixed Broadband development, along with FTTH networks deployments, in contrast with stand-alone product marketing scenarios. Pay TV inclusion and hard-bundling strategies at communications packages has motivated the greatest growth of this product in the history of this market. Regarding market structure, the introduction of convergent bundling has led to a consolidation in the market, increasing the concentration around the main convergent players
