Cord cutting or cord shaving is when
consumers drops their paid video service and purchase a broadband-only service
from their local access SP, telco or cable. In the U.S., numerous estimates
show more than 300,000 subscribers switched to broadband only in 2Q14. This is
significantly lower than previous quarters. Yet it is still significant. SPs
need to monitor this trend to see of it is in fact slowing or grow.
The economic impact of cord cutting has
reverberations throughout the ecosystem. For the SP it merely shifts revenue
and margin to the broadband business. For the ecosystem, revenues and margins
are shifted to the OTT player such as Netflix and adversely affect the
traditional “upstream” value chain including channels, for example, ESPN, TV
and movie producers and advertisers.
This trend is impacted by consumer
viewing habits. The younger generations are more mobile and are less likely to
spend limited discretionary dollars on a large-screen TV and also to pay for a
subscription video service. Video subscriptions are also impacted by macro
economic trends. Broadband has become the last service to be eliminated.
Tomorrow's "real cord cutting"
refers to consumers who completely stop all services from a wired service
provider and go completely wireless. We have seen the prequel with the
elimination of a "home phone." This next-generation cord cutting has
consumers relying on their 4G/LTE/5G service for all broadband applications. This
can be accomplished by simply turning their smart phone into a Wi-Fi access point
when in their home. The economic impacts of next-generation real cord cutting
are severe. The fixed access service providers not only lose all service
revenues but also lose customers entirely. This will be particularly painful
for cable MSOs that lack integrated wireless services.
As 4G/LTE and eventually 5G deployments
expand and as more small cells get deployed the average bandwidth per device
will increase substantially. Slowing down real cord cutting will be the price
of mobile data plans and data CAPS, which will eliminate the intended savings
in the first place. Service providers with wireless assets will be in a strong
position to succeed in this future scenario. Other, such as cable MSOs, will
need to address their pricing plans, which are driving customers away in the
first place. They can also compete with unique content, primarily "sports
and wars," (for example, live programming) and push for better quality
video, such as emerging 4K technologies.
To discuss this please email me at gwhelan@acgresearch.net
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