For Consumer Technology Professionals

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	November 15, 2004 Who Wants To Buy A Bundle? Which Consumers Will Purchase Carriers' Integrated Product Offerings by Charles S. Golvin with Chris Charron, Sally M. Cohen, Tenley McHarg

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Executive Summary

Despite carriers extolling the virtues of a single bill and customer service point, only 14% of US households say they are interested in so-called "triple play" bundles of voice, Internet, and TV services. What attracts users is the promise of a cut in price. But fewer than 6% of households are really up for grabs between telcos and cable operators — the remainder of those interested expresses a strong preference for one or the other only. Good news: The battle is over those who spend the most on communications and entertainment services.

TABLE OF CONTENTS

• Consumers Are Just Beginning To Warm To The "Triple Play"
• Telcos And MSOs Appeal To Different Consumers
• MSOs And Telcos Must Target Those In Play Differently
• Related Research Documents

This is an excerpt

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