Article at a glance:
Consumers in Europe would prefer to buy their telephone service, Internet access, and cable TV from one company rather than several, which is common now. But individual needs and tastes vary widely, making it difficult to target customers with the right bundle.
The take-away
Our research identified a key group of customers eager to subscribe to services that deliver phone, broadband, Internet, and TV programming. Companies will want to target these early adopters with carefully priced bundles.
This article includes the following exhibits:
- Exhibit 1: Bundling broadband/new services—five categories of consumers
- Exhibit 2: European preferences for purchasing telecom/media services
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