The global marketplace for broadband services is dynamic and growing. At the end of 2011, approximately 660 million households subscribed to an Internet service, and about 580 million, 32% of all global households, received broadband service.
The populous countries in Western Europe have high broadband penetration - but predictably, they are showing signs of slowing growth. In many developed markets, operators now feel the inevitable squeeze of market saturation as household penetration rates for broadband approach or exceed 75%. In these markets, where most new additions are at the expense of other broadband providers, operators focus on retention strategies that incorporate benefits beyond mere price reductions.
These providers have initiated bundling to lure and keep customers, including broadband in dual-, triple-, and quad-play offerings. These operators are focused on deploying services with an eye towards capturing customers and maximizing the ARPU that broadband services offer.
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