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The triple play model has gained in popularity over the past few years as cable companies and telcos seek to further monetize existing customer relationships and diversify revenue streams. As more players roll out their triple play offers, we believe the model warrants further introspection. In this report, we analyze the value of the multi-play proposition, with an emphasis on a number of key questions, most notably, is triple play indispensable?
The answer is not as straightforward as it may seem. Through analytical case studies of existing triple play bundles, we examine the key ingredients in creating successful triple play models. We focus on pricing, content, the strategic approach to triple play, as well as key performance indicators and bottom line impact. We consider successful models (e.g. a French carrier with 90% of broadband subscribers opting for a triple play bundle), less successful plans (e.g. an otherwise dominant Asian carrier unsuccessfully pushing triple play packages), and more atypical strategies (voice offered for free to sell broadband and video). We analyze why cable companies have been more successful in migrating their customers to bundles, and provide an outlook for triple play offerings.
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Detailed Triple Play case studies of the following carriers:
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Verizon
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Chunghwa Telecom
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KPN
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Telstra
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Comcast
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NTL
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VTR
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Free Telecom
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FastWeb
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Telenet
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