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Introduction

Operators need to know what services their customers value, as well as factoring in where new growth will come from (e.g., millennials). They need to be even more vigilant around bundling and pricing for new growth, while keeping existing customers happy as tastes evolve toward perceived higher-value services, such as OTT TV.

Highlights

  • Many markets are saturated, and competition is aggressive. That means two things for operators: They need to keep existing customers happy, and they need to know where to find new growth opportunities. Customer segmentation is key to unlocking both.
  • Consumers are reassessing the value of their multiplay, and that means more focus on having OTT video and a mobile service in the bundled offer. Bundle shavers, who are looking for cheaper, more relevant bundles, will need to be particularly monitored in 2018 as they could be prime churn candidates.
  • The "anchor app" for consumer broadband is video, and as technical capabilities of fixed and 4.5G mobile converge, the mobile-only customer becomes a more distinct use group for video and broadband.

Features and Benefits

  • Helps operators understand the new bundle.
  • Provides insights into the new mobile-only customer, one who is increasingly going mobile for both broadband and video requirements.

Key questions answered

  • Why should telcos pay particular attention to "bundle shavers" in 2018?
  • How has "mobile only" evolved, and why should this customer type be on operators' radars?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Recommendations

  • Recommendations for service providers
  • Recommendations for vendors

Bundle shavers need addressing in 2018

  • Bundling gets trickier as consumer tastes change

Appendix

  • Methodology
  • Further reading
  • Authors

Recommended Articles

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