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Triple play and service bundling - strategies in the European market (Ovum)
- Market: Information Technology
- Published Date: 14/06/2007
- Report Title: Triple play and service bundling - strategies in the European market
- Table of Contents: View Table of Contents
- Report Type: Market Report
- Country: Europe
- Number of Pages: 39
Triple play is only one of several service bundles which is playing an increasingly important role in telecoms market development. Moreover, broadband has emerged as the central hub of the bundling trend. There are two main reasons for this:
-broadband subscriptions comprise the fastest-growing sector of the European telecoms market
-with broadband, it is possible to deliver all the fixed-line elements of a service bundle over the same access technology.
For the purposes of this report, we consider service bundles comprising broadband and one or more of the following other services:
-landline telephony
-home TV
-mobile.
Key messages
Service bundling is about more (and less) than triple play
Service bundling started with cable
An expanding range of offerings, centred on broadband
Main types of service bundle offered
Dual play
Triple play
Quad play
What do customers like about service bundles?
Discounts
Added value
New features and functionality
The main drawback for customers in service bundling is loss of clarity
Bundle implementation issues
Organisation
Customer support
Brand
The roles of service bundling in corporate strategy
Corporate strategy goals that service bundling can address
Examples of service bundle providers’ strategic drivers
Bundle marketing should be shaped by strategic objectives
How corporate goals shape the overall bundle marketing strategy
Service bundling for incumbent telcos
Pros and cons of service bundling for incumbent telcos
Strategic drivers for incumbent telcos
Bundle products from incumbent telcos
Service bundling for non-incumbent ISPs
Pros and cons of service bundling for non-incumbent ISPs
Strategic drivers for non-incumbent ISPs
Bundle products from non-incumbent ISPs
Service bundling for mobile operators
Pros and cons of service bundling for mobile operators
Strategic drivers for mobile operators
Bundle products from mobile operators
Service bundling for TV service providers
Pros and cons of service bundling for pay-TV service providers
Strategic drivers for pay-TV service providers
Bundle products from TV service providers
-broadband subscriptions comprise the fastest-growing sector of the European telecoms market
-with broadband, it is possible to deliver all the fixed-line elements of a service bundle over the same access technology.
For the purposes of this report, we consider service bundles comprising broadband and one or more of the following other services:
-landline telephony
-home TV
-mobile.
Key messages
Service bundling is about more (and less) than triple play
Service bundling started with cable
An expanding range of offerings, centred on broadband
Main types of service bundle offered
Dual play
Triple play
Quad play
What do customers like about service bundles?
Discounts
Added value
New features and functionality
The main drawback for customers in service bundling is loss of clarity
Bundle implementation issues
Organisation
Customer support
Brand
The roles of service bundling in corporate strategy
Corporate strategy goals that service bundling can address
Examples of service bundle providers’ strategic drivers
Bundle marketing should be shaped by strategic objectives
How corporate goals shape the overall bundle marketing strategy
Service bundling for incumbent telcos
Pros and cons of service bundling for incumbent telcos
Strategic drivers for incumbent telcos
Bundle products from incumbent telcos
Service bundling for non-incumbent ISPs
Pros and cons of service bundling for non-incumbent ISPs
Strategic drivers for non-incumbent ISPs
Bundle products from non-incumbent ISPs
Service bundling for mobile operators
Pros and cons of service bundling for mobile operators
Strategic drivers for mobile operators
Bundle products from mobile operators
Service bundling for TV service providers
Pros and cons of service bundling for pay-TV service providers
Strategic drivers for pay-TV service providers
Bundle products from TV service providers
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