New Compete Study: Telco Consumers Ready for Quad-Play

Consumers have embraced the idea of the “triple-play," but what about the "quad-play"? Are they ready to bundle wireless with phone, TV and Internet? Yesterday the Telecommunications & Media practice here at Compete released an in-depth study that reveals consumer sentiment around telecom bundles, details the specific telecom companies best positioned to capitalize on the bundle opportunity, and identifies the implications for other companies along the telecom value chain.

As part of the study, Compete conducted a targeted survey of over 2,500 online visitors to major telco sites. They were asked about their recent shopping experiences and interest in bundling new products and services into their existing telco bundles.

Overall, 43% of survey respondents (averaged across individual providers below) indicated that they would be either "likely" or "very likely" to consider purchasing cell phone service from their telco provider.

Other Key findings include:

  • Interest in bundles increased 55% from July 2007 through March 2008
  • 97% of consumers are most interested in the broadband Internet service component of the telco bundle
  • Triple-Play bundle awareness is greater among cable companies than traditional telcos
  • 62% of respondents said they would be impacted by having unlimited calls between their home phone and cell phone

For a copy of the complete report, please email Ryan Burke.

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