Telco consumer bundling: new trends and strategies shaping the future of multiplay propositions

This report is available to those subscribed to the Fixed, TV and Convergence module.
Telco consumer bundling strategies continue to evolve as operators seek to provide incremental value to their convergent customers in a competitive market. Shifting consumer behaviour and new trends in connectivity and digital services are shaping the future outlook for operator multiplay propositions.
Traditional quad-play bundles have become more flexible and customisable than ever, while new flavours of bundles are emerging. As adoption of traditional pay-TV services is under pressure (cord-cutting being one of the main threats) and consumers increasingly adopt digital services, a growing range of operators have introduced a wide variety of digital services that can be added to quad-play bundles. Commercial partnerships with providers of digital services and content are key, as only a limited number of major operators have developed in-house digital services. This means operators are a primary partner/distributor of digital services. Adding new services helps operators increase customer loyalty while supporting ARPU levels.
5G could add renewed impetus to bundling. In traditional quad-play bundles, 4G was often added as the fourth product, transforming a triple-play customer into a quad-play customer. With the increased speeds and capacity available on mobile networks, 5G and fibre can now form the core of telco bundles, with other services offered around the core. This also opens the door for mobile-only operators to become more competitive versus converged providers in the provision of bundles.
Related research
Fixed Broadband and FWA Markets, Q1 2025: developments and outlook
Fixed markets continue to evolve around the world, with technology investments, competition, M&A and shifting consumer behaviour being major drivers. This quarterly series outlines the latest market developments and the key trends to watch, charting the period to 2030. The report also provides comprehensive cross-country comparisons at your fingertips, allowing you to identify which markets or technologies will grow the most.
Pay-TV Markets, Q1 2025: developments and outlook
Pay-TV markets are seeing an unprecedented evolution, driven by technology investments, shifting consumer behaviour and competition (including from OTT players). This quarterly series outlines the latest market developments and the key trends to watch, charting the period to 2030. The report also provides comprehensive cross-country comparisons at your fingertips, allowing you to identify which markets or technologies will grow the most or how OTT competition will impact the adoption of traditional pay TV.
Capitalising on smartphones as the leading digital playground: five priority areas for OEMs
Today, smartphones are the leading digital playground. According to our consumer survey, almost 80% of smartphone users consume digital entertainment services, including video, music and games, on a weekly basis. How can smartphone OEMs capitalise on the prime position that their devices have in digital services consumption? In this report we lay out the five key areas here that smartphone OEMs should focus on. These include implementing bundling strategies, leveraging tech and network advances, and identifying the prime consumer segments for digital services.
Authors
How to access this report
Annual subscription: Subscribe to our research modules for comprehensive access to more than 200 reports per year.
Enquire about subscriptionContact our research team
Get in touch with us to find out more about our research topics and analysis.
Contact our research teamMedia
To cite our research, please see our citation policy in our Terms of Use, or contact our Media team for more information.
Learn moreRelated research
Fixed Broadband and FWA Markets, Q1 2025: developments and outlook
Fixed markets continue to evolve around the world, with technology investments, competition, M&A and shifting consumer behaviour being major drivers. This quarterly series outlines the latest market developments and the key trends to watch, charting the period to 2030. The report also provides comprehensive cross-country comparisons at your fingertips, allowing you to identify which markets or technologies will grow the most.
Pay-TV Markets, Q1 2025: developments and outlook
Pay-TV markets are seeing an unprecedented evolution, driven by technology investments, shifting consumer behaviour and competition (including from OTT players). This quarterly series outlines the latest market developments and the key trends to watch, charting the period to 2030. The report also provides comprehensive cross-country comparisons at your fingertips, allowing you to identify which markets or technologies will grow the most or how OTT competition will impact the adoption of traditional pay TV.
Capitalising on smartphones as the leading digital playground: five priority areas for OEMs
Today, smartphones are the leading digital playground. According to our consumer survey, almost 80% of smartphone users consume digital entertainment services, including video, music and games, on a weekly basis. How can smartphone OEMs capitalise on the prime position that their devices have in digital services consumption? In this report we lay out the five key areas here that smartphone OEMs should focus on. These include implementing bundling strategies, leveraging tech and network advances, and identifying the prime consumer segments for digital services.
- 200 reports a year
- 50 million data points
- Over 350 metrics