One-Stop Shopping: Wireless Services in the Consumer Telecom Bundle

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Report Abstract, Table of Contents, Tables, Figures

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One-Stop Shopping: Wireless Services in the Consumer Telecom Bundle

Service: Mobile Consumer Markets
Report Number: IN0401645MCM
Publication Date: March 2004
Number of Pages: 52
Report Price: $2,995 U.S. Dollars
Analyst: Clint Wheelock

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Abstract
The heavy emphasis placed on bundled services by US telecommunications carriers is beginning to pay off, with a growing number of consumers purchasing local, long distance, Internet access, cable and satellite TV, and wireless as part of a multi-service bundle. Bundles offer numerous benefits to the consumer, including discounted pricing, the convenience of a single bill, and a single point of contact for customer service. They also yield significant dividends for carriers in the form of reduced subscriber churn, increased average revenue per user (ARPU), and lower operational support costs.

Wireless is a relative latecomer to the US telecom bundle, but consumer preferences and purchasing behavior demonstrate a strong potential for growth as more carriers ramp up their efforts to combine wireless with local, LD, and other services.

This report includes:

- Survey results and behavioral & demographic profiles of wireless subscribers who purchase a bundle of telecommunications services.

- Analysis of the key influencing factors that would cause subscribers to switch from their current provider to a carrier offering a bundle of local and wireless telephone services.

- Summary of wireline and wireless carrier bundling programs that currently offer wireless together with other services as part of a single telecommunications package.

Table of Contents

Executive Summary
Methodology
Introduction
Summary of Topline Results
- Overall: Bundle Purchasing
- Overall: Services Purchased in a Bundle
- Overall: Perceived Value of Wireless Bundling
- Overall: Factors that Would Influence Wireless Bundle Purchasing
- Overall: Perceived Value of Unified Billing
Consumer Profiles
- Bundling Choices by Wireless Carrier
- Perceived Value of Wireless Bundle by Carrier
- Bundling Choices by Age Group
- Bundling Choices by Marital Status
- Bundling Choices by Type of Residence
- Bundling Choices by Gender
- Bundling Choices by RBOC Region
- Bundling Choices by Profession
- Bundling Choices by Personal and Business Use
- Bundling Choices Among Home-Based Workers
- Bundling Choices Among Wireless Data Users
- Bundling Choices Among PDA and Notebook Users
- Bundling Choices by Wireless Spending
- Bundling Choices by Wireless Usage Patterns
- Bundling Choices by Wireless Usage Patterns
- Bundling Choices by Landline/Wireless Preference
- Bundling Choices by Likelihood to Cut the Cord
- Bundling Choices by Size of Household
- Bundling Choices by Children in Household
- Bundling Choices by Teenagers in Household
- Bundling Choices by Education Level
- Bundling Choices by Household Income
Carrier Bundling Strategies
- AT&T Corp. - AT&T Wireless
- Cingular - BellSouth
- Cingular - SBC
- Qwest
- Sprint
- Verizon
- Alltel
- MCI
- McLeodUSA
- Nextel
- T-Mobile
- Cable Operators
Summary and Conclusions
Companies Interviewed for or Referenced in this Report

List of Tables

Table 1. Summary Table of Groups Most Likely and Least Likely to Purchase Telecom Services in a Bundle
Table 2. Sample AT&T Consumer/AT&T Wireless Bundles Available in Boston
Table 3. Sample Cingular/BellSouth Bundles Available in Atlanta
Table 4. Sample Cingular/SBC Bundles Available in Dallas
Table 5. Qwest Bundle Pricing with Selected Wireless Plans
Table 6. Sample Sprint PCS Plans with Sprint 50 at Home Residential LD
Table 7. Sample Verizon Freedom Bundles Available in New Jersey

List of Figures

Figure 1. The number of consumers purchasing telecommunications services in a bundle continues to grow
Figure 2. Local and long distance are the leading elements of the consumer bundle
Figure 3. 47% of Survey Respondents are Interested in a Bundle of Wireless and Local Phone Services
Figure 4. Overall: Bundle Purchasing
Figure 5. Overall: Services Purchased in a Bundle
Figure 6. Overall: Perceived Value of Wireless Bundling
Figure 7. Overall: Factors that Would Influence Wireless Bundle Purchasing
Figure 8. Overall: Perceived Value of Unified Billing
Figure 9. Bundling Choices by Wireless Carrier
Figure 10. Perceived Value of Wireless Bundle by Carrier
Figure 11. Bundling Choices by Age Group
Figure 12. Bundling Choices by Marital Status
Figure 13. Bundling Choices by Type of Residence
Figure 14. Bundling Choices by Gender
Figure 15. Bundling Choices by RBOC Region
Figure 16. Bundling Choices by Profession
Figure 17. Bundling Choices by Personal and Business Use
Figure 18. Bundling Choices Among Home-Based Workers
Figure 19. Bundling Choices Among Wireless Data Users
Figure 20. Bundling Choices Among PDA and Notebook Users
Figure 21. Bundling Choices by Wireless Spending
Figure 22. Bundling Choices by Wireless Usage Patterns
Figure 23. Bundling Choices by Landline/Wireless Preference
Figure 24. Bundling Choices by Likelihood to Cut the Cord
Figure 25. Bundling Choices by Size of Household
Figure 26. Bundling Choices by Children in Household
Figure 27. Bundling Choices by Teenagers in Household
Figure 28. Bundling Choices by Education Level
Figure 29. Bundling Choices by Household Income

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