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Cambridge, MA, June 13th, 2006 –Quadruple play assumes that a subscriber would want fixed and mobile voice with broadband internet and Pay TV through a single, bundled subscription. This idea is unlikely to gain traction over the medium term according to Pyramid Research’s “Transforming Triple Play: Key Lessons and Best Practices for Winning RGU Strategies.”
“Not everybody wants triple play, let alone quadruple play,” comments report lead author Guy Zibi. Indeed, triple play is difficult enough, as many telcos and cable companies are finding out. For example, most telcos are selling 1 to 1.5 revenue generating units (RGUs) per customers while cable companies perform slightly better, selling around 1.5 to 1.9 RGUs per customer. Many are finding that single play and double play offerings tend to grow faster.
“Quadruple play assumes that fixed voice remains a key, attractive option; in the Skype and mobile age, that is hardly the case” adds Zibi.
The promise of mobility as part of a quadruple play lies more with the increased ability of operators to build more powerful multi-play propositions. Double play has enjoyed higher adoption than triple play because operators can offer different combinations of the three services with double play bundles. Similarly, with the inclusion of mobile services, a quadruple-play operator gains substantial flexibility in creating triple play bundles as it can move beyond the standard fixed voice, TV and broadband bundle. With mobile services, operators will be able to cater to the different usage patterns and needs of various income groups more effectively.
About “Transforming Triple Play: Key Lessons and Best Practices for Winning RGU Strategies”
This report analyzes the value of the multi-play proposition. Through analytical case studies of existing triple play bundles, it examines the key ingredients in creating successful triple play models. It focuses on pricing, content, the strategic approach to triple play, as well as key performance indicators and bottom line impact. www.pyramidresearch.com/store/rp_triple_play.htm?SC=pr_tp
About Pyramid Research
For twenty years, Pyramid Research has helped companies in the converging communications, media and technology industries stay ahead of market trends, understand competitive threats and capitalize on opportunities. We advise the world’s leading vendors, service providers, equipment manufacturers, and the financial community on how to implement best practices, build offensive growth strategies and drive profitability.
Press Contact:
Jared Jost
Pyramid Research
jjost@pyr.com
617.494.1515
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