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France is the most intensive broadband bundling market in the world. For the incumbent Orange, launching quad play was a defensive measure to prevent disruptive challengers from continuing to undermine its business.


  • Orange’s main reason for deploying quad play is reducing mobile churn. To date, Orange has arrested the decline in high-value postpaid subscriptions and reports much lower churn among quad-play customers. Nonetheless, mobile and broadband subscriptions are still declining.
  • Quad play is the logical extension once triple play has been exhausted. Orange and SFR moved aggressively towards quad play as a means of defending their mobile customers from Free’s highly disruptive pricing strategies.

Features and Benefits

  • Analyzes how a major incumbent is defending its position in the world's most developed quad-play market.
  • Evaluates bundling's impact on key indicators such as ARPU and churn.

Key questions answered

  • What can incumbent operators do to defend their market share against new value-seeking fixed broadband players?
  • How should quad play be marketed and positioned?

Table of contents


  • In brief
  • Ovum view
  • SWOT
  • Recommendations


  • The world's most intensive broadband bundling market
  • Launch of Free Mobile stimulates quad play

Quad-play strategy analysis

  • Access to fixed telecoms and TV resources
  • Strategic goals
  • Business model
  • Pricing
  • Marketing


  • Orange has successfully driven take-up of quad play
  • Effect on churn more difficult to discern
  • Financial impact not obvious


  • Methodology
  • Further reading
  • Author

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