Bundling Strategies - Double, Triple, Quadruple Play?

Bundling Strategies - Double, Triple, Quadruple Play?

In view of the growing number of bundle offerings, a precise and detailed marketing analysis should offer insights into current strategies and identify winning policies.

1. Operators’ offerings
• Most operators are looking to position themselves in new markets: internet access, voice over IP, IP TV for incumbents, voice and IP TV for access providers, voice and internet access for cable operators
• An operator’s strategy depends on several factors including its position in the market, its marketing objectives, as well as the competitive context, regulatory conditions and its technical innovations.
• The main objective of bundles is to win market share with a differentiated offering and to increase revenues per subscriber, while winning customer loyalty.


2. Analysis of operators’ range strategies

• From packages of services to service bundles, from an open multi-play offering to a simplified offeringn varying levels of maturity can be seen.
• The bundle of services as a key component of range strategy: building a range of services able to satisfy expectations and demand.
• And tomorrow, how can operators develop an original range of services guaranteed to differentiate their offering?


3. An operational market report

• Presentation of all bundle offerings available in Asia, Europe and the USA.
• Detailed analysis of range strategies and operators’ most advanced offerings.
• A systematic comparison of operators’ marketing mixes: offering, price, communication and distribution.
• Identification of winning strategies.


4. Key Players

• Auna
• BT
• Cegetel
• Comcast
• Deutsche Telekom
• Fastweb
• France Télécom
• Free
• Hanaro
• NTT East
• Ono
• Plala Networks
• SBC
• Skylife
• Telecom Italia
• Telefonica
• Telewest
• Time Warner Cable
• Tiscali
• Verizon
• Yahoo! Japan

Bundling Strategies - Double, Triple, Quadruple Play?