The Business of Bundled Services: Consumers, Models, and Uptake

The Business of Bundled Services: Consumers, Models and Uptake analyzes the changing dynamics of the bundled services market. The report offers insight into ideal service mixes, customer groups, and emerging models for bundled services. It provides guidance to service and value-added solutions providers to design and execute better market strategies that maximize ARPU and increase customer retention.

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The Bottom Line

1.0 Broadband Market Overview and Industry Trends
   1.1 Current Broadband Market Penetration
   1.2 Competitive Analysis of the Broadband Market
      1.2.1 Overview of High-speed Internet Packages: By Cable Operators
      1.2.2 Overview of High-speed Internet Packages: By Telecom Operators
      1.2.3 Overview of High-speed Internet Packages: By Other Emerging Operators

2.0 Video Market Overview and Industry Trends
   2.1 Analog vs. Digital Cable
   2.2 Competitive Analysis of Video Industry
      2.2.1 Telecom Operators
      2.2.2 Satellite Operators
      2.2.3 New Entrants
   2.3 Cable’s Reaction to Changes in the Video Industry

3.0 Telephony Market Overview and Industry Trends
   3.1 Landline Telephony Market Overview
      3.1.1 Current Landline Penetration
      3.1.2 Telecom Service Providers’ Reactions to the Changing Telephony Market
   3.2 Wireless Telephony Market Overview
      3.2.1 Wireless Telephony Market Update

4.0 The Business of Bundled Services
   4.1 Definition of bundled services
   4.2 Market Penetration for Bundled Services
   4.3 SWOT Analysis: Cable vs. Telecom operators
   4.4 Consumers’ Perspectives on Bundled Services
   4.5 Consumer-centric Bundle Mixes
   4.6 Consumer Psychographics and Demographics
   4.7 Building Optimal Triple-play Packages for Different Customer Segments
   4.8 Emerging Business Models and Opportunities
      4.8.1 Embrace Broadband Intensive Applications
      4.8.2 Promote Various Home Usage Models
      4.8.3 Migration to an Internet Protocol Multimedia System (IMS)
      4.8.4 Embrace Home Networking Opportunities

5.0 Market Implications: Emergence of Experience Providers
   5.1 Cable operators
   5.2 Telecom Operators
   5.3 Satellite Operators

6.0 Market Forecasts

Resource Book

Section I: Overview of the U.S. Bundled Services Market
   Current Market Penetration of Bundled Services
   ARPU, Satisfaction Factor, and Preferred Payment Options
   Interest in Subscribing or Switching to a Triple Play Service

Section II: Conjoint Analysis of Bundled Services
   Building the Ideal Triple-play Bundle Mix
   Market Segmentation
   Building Ideal Bundles for Different Customer Segments

Section III: Analysis of Value-added Entertainment and Communication Services
   Analysis of Advanced Video Services
   Analysis of TV-Based Value-added Services
   Analysis of Internet-based Value-added Services
   Analysis of Mobile Phone-based, Value-added Services

Section IV: Profiles of Content Providers
   Yahoo!
   Microsoft

Section V: Profiles of Cable Operators
   Charter Communications, Inc.
   Comcast
   Cox Communications
   Time Warner Cable

Section VI: Profiles of Telecom Operators
   AT&T Inc.
   BellSouth
   SureWest
   Verizon

Section VII: Profiles of Direct Broadcast Satellite (DBS) Providers
   DirecTV
   EchoStar Communications Corporation

Section VIII: Profiles of Value-added Solution Providers
   Integra5
   Navic Networks

The Bottom Line

U.S. Broadband Service Subscribers: Cable vs. DSL
Overview of High-speed Internet Packages: By Cable Operators
Overview of High-speed Internet Packages: By Telecom Operators
Quarterly Video Subscribers: Analog vs. Digital
Digital Cable Market Share in Terms of Number of Subscribers: 2005
How does DVR/PVR Drive VoD and Pay-per-View Subscription
Video Services Preferences: By High Intenders of Additional Video Services
Overview of High-definition Programming: By Cable Operators
Incumbent Telecom Operators’ IPTV Strategies
Satellite TV Subscriber Growth
Overview of High-definition Programming: By Satellite Operators
A Summary of New Video Distribution Models
Current Landline Penetration: By Millions of Subscribers
Four-Quarter Avg. Wireless Net Additions vs. ARPU among Top Four Operators
Wireless Service Provider Market Share (2005)
Possible Bundled Service Combinations
Market Estimate for Bundled Services: 2005
How Do Bundled Services Affect Likelihood to Switch Current Service Provider?
Strengths and Weaknesses: Cable vs. Telecom Operators
Opportunities and Threats: Cable vs. Telecom Operators
Comparison of Bundled Services: Cable vs. Telecom Operators
Comparison of Awareness vs. Subscription to Bundled Services
Comparison of Current vs. Perceived Ideal Monthly Payment: Dual-play Services
Comparison of Current vs. Perceived Ideal Monthly Payment: Triple-play Services
Ideal Triple-play Packages for the Broadest Possible Customers Segments
Ideal Wireless Plans for the Broadest Possible Customers Segments
Perceived Price Levels for Various Triple-Play Packages 39
Psychographic and Demographic Profiles of Different Customer Segments
Optimal Triple-play Packages: by Customer Segments
An Overview of the Most Preferred TV-based Value-added Services
An Overview of the Most Preferred Computer-related Value-added Services
An Overview of the Most Preferred Mobile-related Value-added Services
Most Preferred Customer Segment for Value-added Services
Overview of Home Networking Solutions: By Service Providers
Annual Bundled Services Revenue in the U.S.: 2005-2010

Resource Book

Possible Bundled Service Combinations
Awareness of and Subscription to a Multiple-Service, One-Bill Option
How Did You Hear about the Multiservice Option?
Current Market Penetration of Multiplay Services
Number of Broadband Households Subscribing to Bundled Services
Service Providers for Multiservice Packages
Reasons for Not Subscribing to a Bundled Service
Adoption of Dual-Play Services among Broadband Subscribers
Dual-Play Services: Type of Service Providers
Adoption of Triple-Play Services among Broadband Subscribers
Triple-Play Services: Type of Service Providers
Current Penetration for Quad-Play Services: by Industry Type
Current Monthly ARPU for Multiservices
Factors Influencing Satisfaction Level with a Multiservice Provider
Current Satisfaction Level with a Multi-Play Service Provider: by Type of Internet Service Provider
Preferred Payment Option for Bundled Packages
Monthly Discount Expected for an Automated Bill Payment Option
Likelihood to Select Internet + Telephone + Video Services or Internet + Telephone + Wireless Services as a Single Package
Likelihood to Switch Service Provider for Triple-Play Packages
Preferred Service Provider for Triple-Play Packages
A Bundled Service Plan
How Important are Individual Services?
Ideal Triple-Play Packages
Ideal Wireless Plans
Perceived Price Levels for Various Triple-Play Packages
Segmenting Consumers based on their Interest in Triple-Play Services
Psychographic and Demographic Profiles of Different Consumer Segments
Optimal Triple-Play Packages: by Consumer Segment
High-Intenders Interest in Additional Video Services
Amount Willing to Pay for Additional Video Services
Interest Level in VoD Services: Plan A* vs. Plan B**
Differences between VoD Plan A* vs. Plan B**
Additional Services Desired for a Service Bundle: TV-based Services
Additional TV-Based Service Desired for a Service Bundle: by Consumer Segment
Monthly Fee a Subscriber Is Willing to Pay for Additional TV-Based Services
Additional Services Desired for a Service Bundle: Internet-Based Services
Additional Internet-Based Services Desired for a Service Bundle: by Consumer Segment
Monthly Fee a Subscriber Is Willing to Pay for Additional Internet-Based Services
Likelihood to Discontinue an E-mail Account from an Independent Service Provider
Subscription to Local and/or Mobile Phone Services
Compare the Likelihood to Discontinue and Subscribe to Local Phone Services
Additional Services Desired for a Service Bundle: Mobile Phone-Based Services
Additional Mobile Phone-Based Service Preferences: by Consumer Segment
Monthly Fee a Subscriber Is Willing to Pay for Additional Mobile Phone-Based Services
Yahoo! Financial Overview
Microsoft Financial Overview
Charter Financial Overview
Charter Subscriber Base
Charter Bundled Package
Charter Voice Package
Charter Internet Package
Charter Video Package
Comcast Financial Overview
Comcast Subscriber Base
Comcast Voice Packages
Comcast Internet Packages
Comcast Video Packages
Cox Financial Overview
Cox Subscriber Base
Cox Bundled Packages
Time Warner Financial Overview
Time Warner Financial Overview
Time Warner Bundled Packages
Time Warner Voice Packages
Time Warner Internet Packages
Time Warner Video Packages
AT&T Financial Overview
AT&T Subscriber Base
AT&T Voice Packages
AT&T Video Packages
AT&T Internet Packages
BellSouth Financial Overview
BellSouth Subscriber Base
BellSouth Voice Service
BellSouth Internet Packages
BellSouth Video Packages
SureWest Financial Overview
SureWest Subscriber Base
SureWest Bundled Packages
SureWest Voice/Internet/Video Packages
Verizon Financial Overview
Verizon Subscriber Base
Verizon Bundled Package
Verizon High Speed Internet Packages
Verizon Voice & Video Packages
DirecTV Financial Overview
DirecTV Subscriber Base
DirecTV Video Packages
EchoStar Financial Overview
EchoStar Subscriber Base
Dish Network Video Packages
i5 SDP Product Suite Overview
Navic Network Solutions Overview

Publish Date: 2Q 2006

Pages: 129


Authored By:
Parks Associates - About Parks Associates

Executive Editor: Tricia Parks
Published by: Parks Associates

© April 2006 Parks Associates
Dallas, Texas 75230

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

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Parks Associates has made every reasonable effort to ensure that all information in this report is correct.  We assume no responsibility for any inadvertent errors.

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