Triple Play? Bundling Strategies in the US Residential Market

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Report Abstract, Table of Contents, List of Tables, List of Figures

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Triple Play? Bundling Strategies in the US Residential Market

Service: Residential Voice & Data
Report Number: IN0401745IA
Publication Date: August 2004
Number of Pages: 38
Report Price: $3,495 U.S. Dollars
Analyst: Amy Cravens

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Abstract
Telecommunications providers today are attempting to be a one-stop service shop for consumers' communications and home entertainment needs by providing multiple solutions to their customers. This report examines provider strategy, as well as consumer demand, for bundled services. From current rate of purchase to preferred bundle package, this report draws on consumer primary research to identify the demand for such offerings and potential means of making such services more competitive, given market demand.

Table of Contents

Executive Summary
Methodology
- Structured Research Sources
Overview
Consumer Demand for Bundled Services
Why Buy Services in Bundles? -The Consumer Perspective
- Reasons for Purchase Based on Type of Bundle
- Reasons for Purchasing Bundled Packages Based on Provider Offering the Service
Disincentives for Purchasing Services in Bundled Packages

Disincentives for Purchasing Services in Bundled Packages-Based on Respondent's Age
Disincentives for Purchasing Services in Bundled Packages-Based on Respondent's Income
Current Service Subscription Correlation to Disincentives for Purchasing Services in Bundled
Packages

Looking Forward: Plans to Purchase Bundled Services

Plans to Purchase Bundled Services Based on Age
Plans to Purchase Bundled Services Based on Income
Current Service Subscription Correlation to Plans for Purchasing Services in Bundled Packages

Bundled to Win?

Plans to Switch Providers for a Bundled Offering Based on Age
Plans to Switch Providers for a Bundled Offering Based on Income
Current Service Subscription Correlation to Plans for Switching Providers for Bundled Packages

Add-On Services: Who is the Hottest Audience

Interest in Value Added Service Based on Age
Interest in Value-Added Service Based on Income
Current Service Subscription Correlation to Interest in Value-Added Services

Conclusion
Case Studies

Bundled Services in the MPC
Value, Simplicity, Choice-SBC's Bundling Strategy
Attitudinal Needs Addressed by Bundled Packages-Qwest's Bundling Strategy

List of Tables

Table 1. Incidence of Service Bundle Subscribers By Type of Bundle
Table 2. Current Bundled Service Subscribers: Incentives for Buying Bundled Packages Based on Type of Bundle Subscribed To
Table 3. Current Bundled Service Subscribers: Incentives for Buying Bundled Packages Based on Provider Offering the Service
Table 4. Reasons for Not Purchasing Bundled Services-Based on Respondent's Age
Table 5. Reasons for Not Purchasing Bundled Services-Based on Respondent's Income
Table 6. Reasons for Not Purchasing Bundled Services-Based on Respondent's Current Service Subscriptions
Table 7. Provider from Which Bundled Services Will Be Purchased Based on Age
Table 8. Provider from Which Bundled Services Will Be Purchased Based on Income
Table 9. Provider from Which Bundled Services Will Be Purchased Based on Current Services Subscribed To
Table 10. Plans to Switch Providers for Bundled Package Based on Age
Table 11. Plans to Switch Providers for Bundled Package Based on Age
Table 12. Plans to Switch Providers for Bundled Package Based on Current Services Subscribed To
Table 13. Respondent Interest in Value Added Services Based on Age
Table 14. Respondent Interest in Value Added Services Based on Income
Table 15.Respondent Interest in Value Added Services Based on Current Service Subscription

List of Figures

Figure 1. Current Purchasers of Bundled Services and Future Plans to Adopt
Figure 2. Triple Play and Quadruple Play Bundle Offerings
Figure 3. Residential Service Adoption: from Utilities to Wireless
Figure 4. Respondents Purchasing Services from a Single Provider
Figure 5. Service Purchased as Part of a Bundle from a Single Provider
Figure 6. Top Providers of Bundled Services
Figure 7. Current Bundled Service Subscribers: Incentives for Buying Bundled Packages
Figure 8. Reasons for Not Purchasing Bundled Services
Figure 9. Plans to Purchase Bundled Services in Next 12 Months
Figure 10. Services Intended to be Purchased as a Bundle
Figure 11. Provider from Which Bundled Services Will Be Purchased
Figure 12. Plans to Purchase Bundled Services in Next 12 Months-Affirmative Responses Based on Age
Figure 13. Plans to Purchase Bundled Services in Next 12 Months-Affirmative Responses Based on Income
Figure 14. Plans to Purchase Bundled Services in Next 12 Months-Affirmative Responses Based on Current Services Subscribed To
Figure 15. Plans to Switch Providers to Purchase Bundled Services
Figure 16. Respondent Interest in Value-Added Services

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