Multiplay Bundles: A Reality Check

The perceived wisdom in the communications industry is that bundles are a win-win scenario for both operators and their consumer customers. "In this 'pro-bundle' environment, the risks service providers may encounter in offering bundles can be overlooked," said Jill Finger Gibson, research director, European consumer multiplay services. "These risks include lack of value perceived by the customer, regulatory risk, service degradation risk, security risk, and the risk of increased churn and bad publicity due to an inadequate customer service infrastructure."