Bundling offers may help increase margins, reduce churn, and achieve efficiencies through increased cross-service use of infrastructure. The original concept of bundling services such as telephony, broadband, TV and mobile is linked to the old telco way of thinking – it is based on locking customers into their services rather than creating new customer benefits. The bundling of entertainment services is an increasingly prevalent feature of fixed broadband markets. The bundled price is usually offered at a discount to the combined standalone price of the included services. This creates ‘stickiness’ among customers, who see the benefit of having all services on one bill. Operators also find benefits in billing processes, and in lower customer churn.
While triple play has been relatively successful in many markets, there is evidence that quad play has been less successful – and limited to a small number of markets.
This BuddeComm Intelligence report explores the trends occurring in multi-play services and provides unique case studies on the markets of Italy, United Kingdom, The Philippines and the Netherlands.
Number of pages 18
Last updated 27 Oct 2017
Analyst: Kylie Wansink
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