The final frontier: telcos race to launch next-gen Super Bundling hubs
12 Luglio 2023 - 3:00PM
Almost nine in ten (88%) telco leaders in the US and UK are
planning to offer Super Bundling content hubs.
As defined by Juniper Research, Super Bundling services consist
of a single payment to a service aggregator — such as a telco — for
multiple subscriptions such as streaming services, which are
delivered through a single online subscriptions hub.
Super Bundling has emerged as a key strategy for telcos as they
seek to protect, diversify and grow their businesses. Indeed, the
need to create new revenue streams has been revealed as the number
one priority for telco leaders, with over two-thirds (68%) citing
it as ‘high priority’. That's according to a survey of 115 US and
UK telco leaders — senior strategic decision makers and budget
holders within telecommunications brands.
The survey, commissioned by Bango, also found that increasing
customer loyalty (65%) and accelerating customer acquisition (64%)
are ranked as second and third ‘highest priorities’ for telco
leaders.
Small steps become giant leaps
Simpler types of ‘bundling’ — such as free texts and minutes
deals, or a single service included with your package such as
sports streaming — have been a favored tactic of telcos for over 10
years.
However, these limited forms of bundling are no longer having
the desired effect. The research has revealed that 68% of telco
leaders admit they are now “struggling” to maintain engagement with
their customers. It’s against this backdrop that 82% of telco
leaders believe Super Bundling will now be “vital” for their
customer acquisition and retention strategy.
Commenting on the data, Anil Malhotra, Bango co-founder, said:
“The telco industry has entered a race to the top. The small steps
of “one-off” third-party content deals are no longer enough to
drive customer engagement — it’s time for a giant leap into Super
Bundling. There’s a huge opportunity for telcos willing to respond
to consumer demands for greater choice and control in how they use
and manage the ever-growing number of subscriptions and streaming
services in their lives.”
The next generation
Amidst fierce competition for customers, many telco leaders are
quietly worried about falling behind. Well over half (63%) believe
their organizations will lose revenue and market share if they fail
to launch Super Bundling hubs.
Elaborating on the motivations behind this race, the research
finds that almost 9 in 10 (87%) telco leaders believe Super
Bundling offers a “competitive advantage”, with 88% agreeing that
it will be a vital source of revenue in the future.
Malhotra added, “While the Super Bundling race has just got
started, some of the biggest players in the market are already
surging ahead.
“In the USA, Verizon has been making waves with its +play
platform which brings together Netflix, Disney+, HBO Max,
Paramount+ and dozens more services. Similarly, in Australia, Optus
has launched SubHub, providing flexible access to a range of
streaming services and subscriptions.
“These platforms go way beyond just video, offering a huge
variety of apps spanning music, healthcare, fitness, productivity
and more. As ever more telcos launch their own Super Bundling hubs,
this variety and the ability to curate the services on offer will
form a key point of competitive advantage. Whatever form it
ultimately takes with each telco, this research makes clear that
Super Bundling is here to stay.
“Given the critical importance of Super Bundling, it’s vital
that telcos make the right technology choices. However, without the
right partners in place, Super Bundling can become costly and
time-consuming. By working with experts in the field, telcos free
themselves up to focus on what matters most: delivering the right
services and the best possible experience for customers.”
For more data on the state of the telco
industry, view the full research report ‘From loyalty to
acquisition, how Super Bundling became the new frontier for telco
brands’ here.
About BangoThe Bango platform provides
everything you need for subscription bundling and payments,
enabling you to quickly reach new customers and markets. Connect
once for a standard system of tools used for customer acquisition,
payments and subscriptions, and join an ecosystem of over 150
merchants and resellers already connected to the Bango platform.
Trusted by leading technology companies including Amazon, Google,
Samsung, and Microsoft. For more information, visit
www.bango.com.
Media contactLuke Proctor / Trisha
BahlWildfirebangoresale@wildfirepr.com
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