Bundling offers may help increase revenue and 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.
Essentially, bundled services should stand for the ability to deliver access to all forms of communication over a single connection. Telcos and ISPs need to make this possible. The services they can offer should be aligned with this and should include security, storage, billing, and all kinds of extra enhancement, depending on the specific applications – for example, a games hobbyist has different bandwidth requirements from a video downloader.
Globally, telcos essentially remain network operators and telecom service providers; they have not been very successful at selling content. Although there is a stimulus from the current interest in IPTV, many telcos are still trying to hang onto the old model.
However, given the popularity and growing use of devices such as smartphones, tablets and smart TVs the traditional bundled services model will soon disappear.
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 3 May 2017
Analyst: Kylie Wansink
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