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October 08, 2007

Analysys: Triple-Play Delivers Greater Market Share for Service Providers

By Susan J. Campbell
TMCnet Contributing Editor

For service providers seeking to increase market share, the answer could be in offering triple-play services, according to a new report. Analysys recently published, Quadruple-Play Bundling Strategies, based on research in France, the UK, the USA and other countries.

This research found that triple-play bundles of TV, voice and broadband services have proven themselves as an effective means for increasing market share. Analysys reports that such packages have enabled US cable operators to double average revenue per user (ARPU) and cut customer churn in half.

In France, competing unbundlers offering low-price packages that offer high broadband access speeds, free landline calls to 50 countries and IPTV services have found a very receptive market.

"There is plenty of evidence that TV-based triple-play bundles work," says the report's author, Margaret Hopkins, in a Monday statement. "But quadruple-play packages suffer from the mismatch between the elements' target markets: TV services are targeted towards families, but mobile phone services are aimed towards individuals.”

“Incumbent operators have used quadruple-play services as a defense against competitors' TV-based triple-play bundles, but without noticeable success," Hopkins added.

The new report highlighted key findings, including the fact that not all markets are ready for a quadruple-play strategy. Multi-play bundles tend to be introduced in maturing markets where fewer opportunities for innovation in single services exist.

The report also found that quadruple-play packages are inevitable despite the lack of certainty regarding their success. In addition, residential broadband and pay-TV operators must plan now to ensure they are ready for their introduction.

The last key finding highlighted in this report is the fact that implementing a successful quadruple-play bundle is challenging as they are difficult to design and market. The report also indicated that it will be difficult to use them to create new sources of revenue—such as advertising or value-added services—as these services will require major software development projects.

This Analysys report examines the case for bundling TV, fixed telecoms, broadband and mobile services into unified quadruple-play offers. It also identifies promising target markets and evaluates the strengths and weaknesses of TV and telecoms companies in addressing this opportunity.

This latest report from Analysys supports other research in this area that in order for service providers to effectively compete and remain profitable, they must look to bundled services that include triple-play and quadruple-play packages.

Consumers are increasingly demanding such packages, thus creating a problem for those who have yet to enter this segment of the market. For those service providers considering such offering too risky, they may in fact lose out on enough opportunity to make
themselves obsolete.
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To learn even more about triple play, check TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP communications industry. The library offers white papers, case studies and other documents free to registered users.

Susan J. Campbell is a contributing editor for TMC (News - Alert) and has also written for To see more of her articles, please visit Susan J. Campbell’s columnist page.

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