Skip to main content

Limitations of Broadband Service Bundling

Ken Pyle, analyst of the U.S. independent telco market and Managing Editor, Viodi View, has a new commentary entitled "Will the Bundle Be Enough?" -- insights include the following key points.
Mitch Clark, Executive Vice President of Marketing Operations for UPC Broadband, suggested that successful bundles target lifestyles and give customers choice. At the same time, operators must communicate the benefits and value of the offering in simple terms; in the language of their customers. Clark suggested that simplicity goes beyond communication and includes the ability for customers to self-provision services and having monitoring systems that indicate to customer service representatives the types of services a customer has and what they might want.

Ultimately, the bundle will not be enough for an independent telco to remain competitive. The key to future competitiveness will be able to continually add value to the bundle with the addition of new features that are well communicated to the customer base and that are competitively priced. These things, coupled with an independent telco's exemplary local service, will allow an independent telco to maintain a competitive edge in today's bundled world.

When the current mania for multi-play bundling declines, then we can have a meaningful dialogue about the challenges of being a broadband service provider in a sea of bundled sameness.

Technology-centered and even the more evolved product-centered service providers naturally gravitate towards multi-play bundling, because it gives them yet another opportunity to focus on themselves -- instead of their customers. The attraction is too compelling for them to resist.

Popular posts from this blog

Industrial and Manufacturing Technology Growth

In an evolving era of rapid advancement, market demand for innovative technology in the industrial and manufacturing sectors is skyrocketing. Leaders are recognizing the immense potential of digital transformation and are driving initiatives to integrate technologies into their business operations.  These initiatives aim to enhance efficiency, reduce costs, and ultimately drive growth and competitiveness in an increasingly digital business upward trajectory. The industrial and manufacturing sectors have been the backbone of the Global Networked Economy, contributing $16 trillion in value in 2021. Industrial and Manufacturing Tech Market Development   This growth represents a 20 percent increase from 2020, highlighting the resilience and adaptability of these sectors in the face of unprecedented challenges, according to the latest worldwide market study by ABI Research . The five largest manufacturing verticals -- automotive, computer and electronic, primary metal, food, and machinery -

GenAI Revolution: The Future of B2B Sales Apps

When B2B buyers consider a purchase they spend just 17 percent of that time meeting with vendors. When they are comparing multiple suppliers‚ time spent with any one salesperson is 5 or 6 percent. Self-directed B2B buyer online research has already changed procurement. IT vendors are less likely to be involved in solution assessment. Now, more disruptive changes are on the horizon. By 2028, 60 percent of B2B seller work will be executed through conversational user interfaces via Generative Artificial Intelligence sales technologies -- that's up from less than 5 percent in 2023, according to Gartner. Generative AI Market Development "Sales operations leaders and their technology teams must prepare for the convergence of new forms of artificial intelligence, dynamic process automation, and reinvented deal-planning activities that will transform the sales function," said Adnan Zijadic, director analyst at Gartner . According to the Gartner assessment, Generative AI (GenAI) s

Rise of AI-Enabled Smart Traffic Management

The demand for smart traffic management systems has grown due to rising urban populations and increasing vehicle ownership. With more people and cars concentrated in cities, problems like traffic congestion, air pollution, and greenhouse gas emissions are pressing issues. Since the early 2000s, government leaders have been exploring ways to leverage advances in IoT connectivity, sensors, artificial intelligence (AI), and data analytics to address these transportation challenges. The concept of a Smart City emerged in the 2010s, with smart mobility and intelligent traffic management as key components.  Smart Traffic Management Market Development Concerns about continued climate change, as well as cost savings from improved traffic flow, have further motivated local government investment in these advanced systems. According to the latest worldwide market study by Juniper Research, they found that by 2028, smart traffic management investment will be up by 75 percent from a 2023 figure of