Abstract
Markets in the US are converging, and the regulatory climate is relaxed. A tug of war is developing between the fixed operators and the cable TV providers. Each wants to own the consumer and be the ' one-stop shop' for all things: broadband, mobile, fixed voice and TV. Beyond simply bundling products, both fixed operators and cable TV operators are working towards the next generation of consumer offerings: bundled products via product integration. This report looks at the activities of the US operators and provides an insight into how operators must maintain and build state-of-the-art networks, which will be a critical factor for success in the future.
Table of Contents
Key messages
Why do operators bundle?
Why consumers should (or should not) bundle
- Drivers for consumer take-up
- Barriers for consumer take-up
Main types of service bundles offered
- Dual play
- Triple play
- Quad play
Bundling implementation issues
- Organisation
- Customer support
- Branding
The roles of service bundling in corporate strategy
Corporate strategy goals that service bundling can address
Service bundling: next-generation strategies for fixed telcos
- Striving for true product integration
- Operators need to build and maintain state-of-the-art networks
Service bundling: next-generation strategies for cable TV operators
Service bundling: next-generation strategies for mobile operators
Table of figures
- Figure 1: Examples of reduced industry churn due to bundling
- Figure 2: Bundled offerings in the US
- Figure 3: Moving to true product integration
