Abstract
Consumers are responding positively to bundled carriers because they find managing multiple media bills frustrating, and as a result of substantial price promotion. Double play, triple play and quadruple play offerings are becoming the rule rather than the exception for communication services. This is a growth market but one ruled by cost, with companies competing to win over consumers through price wars and promotions, with all segments (subscription television, cellular telephony, home telephony, and broadband Internet) largely mature.
This report provides a comparative examination of market leaders as well as competitive alternatives in home media service such as online video and VoIP. The report also examines how bundled offerings vary among competitors and which ones stand a better chance of capturing and retaining customers. Market innovation is reviewed, exploring why and how innovations are pushing this market forward in regard to content, technology, and service.
The report also provides the information necessary to identify and target receptive demographics, offer new products and services that take advantage of growth trends, and reach under-served groups quickly and effectively. This report addresses a number of issues and developments that will change the shape of the communications industry in the next few years, such as:
- The rise of promotion-based bundled offers, and the consumer response
- Remaining growth areas for cellular service
- Prevalent trends in communications advertising, and how to make marketing distinct
- In-depth analysis of consumer attitudes and behavior
- Product segment analysis
- Building brand loyalty among younger communications consumers
- Forecast of sales and subscriptions for cable/satellite TV, and copper-wire and cellular telephony.
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