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Ovum has just completed a series of seven case studies analyzing the quad-play strategies of operators around the globe. The research series is accompanied by a report which identifies best practices and lessons learnt by operators who have launched quad-play bundles. This Research Note highlights the five key messages from the report and provides links to the full published case studies and best practices wrap-up report.


  • Quad play is a long-term trend that will continue to grow in strategic importance. This means that most operators will have to implement bundling strategies to survive. However, implementation is not easy and there is a high risk of revenue cannibalization.

Features and Benefits

  • Highlights the five key messages from our quad-play best practices report.
  • Provides details of all the case studies and research reports in relation to quad play.

Key questions answered

  • What are the five key messages from the best practices report?
  • What quad-play research is available from Ovum?

Table of contents

Ovum view

  • Summary
  • Convergence is a long-term trend that will continue to grow in importance
  • Operators need to identify what is "success" and apply the relevant strategy
  • Operators should move away from a discount-led strategy
  • Simplicity is key for success
  • Operators need to think beyond quad play and offer meaningful services that are access agnostic


  • Further reading
  • Author

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