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X-play And Service Bundling: Strategies In The Us Market

Published by: Ovum Plc

Published: Oct. 29, 2007 - 17 Pages


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


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.


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