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TELEPHIA
TO MEASURE MONTHLY CHANGE IN RESIDENTIAL ACCESS LINE
MARKET SHARE IN 75 METRO AREAS
Telco
Line Loss May Have Bottomed out at 40 Percent in Phoenix,
But
is Accelerating in Boston Where 30 Percent of New Lines
Went
to Cable MSOs in December
SAN
FRANCISCO--February 15, 2007--Telephia, the
world's largest provider of syndicated consumer research
to the telecom and mobile media markets, today announced
the national rollout of its Residential Market Metrics
product. This product uses Telephia's patented
Network Signal Polling technology to produce highly
accurate, monthly measurements of residential access
line share at the metropolitan market level. Telephia
turned up measurements in its first 10 markets in Q4
2006 and will complete a rollout to 75 markets by Q4
2007. This effort builds on Telephia's Mobile Market
Metrics product which has been the industry standard
measure of monthly subscriber acquisition and retention
for the mobile industry since 1998. The 75 markets measured
will match what's currently being tracked through Mobile
Market Metrics.
"We
are excited to deliver this greatly improved measurement
capability to our clients on the fixed line side of
the telecom market," said Laura Taylor , Telephia's
Director of Product Management. "Executives at
our mobile carrier clients already rely on Market
Metrics to track their share of consumer decisions
each month. As competition for residential subscribers
intensifies, leading telcos, cable MSOs, VoIP operators
and Wall Street analysts are looking to Telephia research
to help guide strategies."
Residential
Market Metrics uses Telephia's patented approach
for determining the ownership and assignment status
of millions of residential phone numbers. The collection
technology is deployed across Telephia's network of
geographically distributed testing centers measuring
changes in residential access line market share each
month. Without Residential Market Metrics,
operators and Wall Street analysts must use consumer
surveys to track market share, which are too inaccurate
and costly to use for monthly measurement.
Telco
Line Loss Higher in Phoenix and San Diego , but Boston
Also Showing Signs of Increasing Loss
Telephia's
clients can customize Residential Market Metrics
to see a view of market share defined for their
specific footprint. For example, the results in Table
1 were calculated using the full telco footprint in
each market, but could be redefined to show market share
within a cable MSO's specific local footprint.
Among
the three markets disclosed in this release, telco line
loss was highest in Phoenix where the incumbent telco
only served 60 percent of residential voice lines and
lowest in Boston where telco market share was still
80 percent (see Table 1). However, data on share of
gross lines activated in December 2006 shows that telco
line loss is accelerating in Boston with the cable MSO
taking 31 percent of new lines as compared to their
market share of 18 percent at the beginning of December.
Competitive gains from the pure-play VoIP operators
like Vonage is relatively consistent across the three
markets, while cable MSO performance drives most of
the variance in telco line loss.
"Telecom
is an industry in which the war is won or lost at the
local market level and share is changing hands rapidly
in every market we measure," continued Taylor.
"With access to this data our clients can monitor
their share of new residential activations each month
and adjust their competitive tactics accordingly."
Table
1: Residential Access Line Market Share for Phoenix
, San Diego and Boston ( U.S. )
Market
Share* (Beginning of Period--December) |
Phoenix
(%)*** |
San
Diego
(%)*** |
Boston
(%)*** |
Telco
|
60.2
|
65.2
|
79.9
|
Cable
MSO |
38.1
|
33.5
|
18.1
|
VoIP
|
1.7
|
1.3
|
2.0
|
Share
of Gross Lines Activated in December** |
Phoenix
(%) |
San
Diego
(%) |
Boston
(%) |
Telco
|
63.0
|
57.9
|
65.9
|
Cable
MSO |
35.5
|
38.6
|
31.2
|
VoIP
|
1.5
|
3.5
|
2.9
|
Churn
Rates |
Phoenix
(%) |
San
Diego
(%) |
Boston
(%) |
Telco
|
2.8
|
2.6
|
1.8
|
Cable
MSO |
1.5
|
1.9
|
1.3
|
VoIP
|
2.7
|
2.0
|
1.0
|
Market
Share (End of Period--December) |
Phoenix
(%) |
San
Diego
(%) |
Boston
(%) |
Telco
|
60.0
|
64.8
|
79.5
|
Cable
MSO |
38.3
|
33.8
|
18.4
|
VoIP
|
1.7
|
1.4
|
2.1
|
Change
in Market Share |
Phoenix
(%) |
San
Diego
(%) |
Boston
(%) |
Telco
|
-0.2
|
-0.4
|
-0.4
|
Cable
MSO |
0.2
|
0.3
|
0.3
|
VoIP
|
0.0
|
0.1
|
0.1
|
Source:
Residential Market Metrics (December, 2006)
Notes:
*Subscriber counts and service provider names removed
for press release. Product deliverable includes monthly
subscriber counts for each individual service provider
active in the market. Telco share also includes facilities-based
and UNE-P CLECs in this press release. Product deliverable
breaks out CLEC subscribers. VoIP share includes pure-play
providers like EarthLink, Lingo, Packet 8, Vonage and
Sun Rocket.
**Gross
Lines Activated includes both new lines activated and
those who switched.
***
Phoenix Market consists of Maricopa County; San Diego
Market consists of San Diego County; Boston Market consists
of Barnstable , Essex, Middlesex, Norfolk , Plymouth
, Rockingham and Suffolk Counties
About
Telephia
Telephia
is the world's largest provider of syndicated consumer
research to the telecom and mobile media markets. Telephia
is your connection to the digital consumer. Since 1998,
executives at service providers, device manufacturers,
content providers, and retailers have relied on Telephia
data to make confident competitive strategy, marketing
and resource allocation decisions. Telephia uses its
unique measurement tools and large-scale consumer panels
to completely understand the digital consumer's behavior,
attitudes and experience.
To
learn how Telephia data can help you understand the
digital consumer and track your competitive performance,
please contact us at (415) 395-0500 or sales@telephia.com
.
Press
Contacts:
Telephia
Maria
Bumatay
e:
mbumatay@telephia.com
p:
415.637.4904
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