Strategic Bundling of Telecommunications Services: Triple-Play Strategies in The Cable TV and Telephone Industries

Abstract

This study surveys the practice of triple-play strategy and examines the roles of industry environment and firm resources in influencing the adoption of bundling strategies. It was found that both cable multiple system operators (MSOs) and telcos engage in “mixed product bundling.” The nature of the core product seems to impact how the firms market their bundled products. There appears to be a relationship between a more “focused” portfolio and success in venturing outside of the core product area.

Key Words:

• triple play strategy
• product bundling
• price bundling
• core products
• firm resources