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Fixed Telecom:

Bundling Strategies - Double, Triple, Quadruple Play?

iDate
Market Study  January 2006

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Table of Contents

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.
 

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.

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?

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.

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

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