knowledge centre

Marketing telecoms services to households

Stephen Sale Research Director, Consumer Services

"Marketing telecoms services to households brings different challenges, as operators have to provide a wider range of services that satisfies a greater number of users."

The growing integration of fixed and mobile telecoms markets has enabled operators to increasingly base their propositions on targeting the household rather than the individual. This report analyses three potential strategies of household-focused marketing: multi-SIM offers, parental controls and security, and video.

This report provides:

  • recommendations for operators aiming to design and market household-focused telecoms products
  • a discussion of three areas of household-focused strategies
  • an appendix with examples of household-focused strategies.