Operators should explore new ways to present and promote fixed–mobile bundles on their websites

Fixed–mobile operators should turn their attention to how they are promoting the benefits that they currently offer to fixed–mobile customers, rather than solely exploring which new benefits they can offer.

It is becoming increasingly important for operators to focus on how to promote the benefits associated with fixed–mobile bundles, as operators are replacing straightforward discounts with more complex, non-monetary benefits (or combining smaller discounts with non-monetary benefits), to protect profits.

An effective marketing strategy that clearly communicates the benefits of fixed–mobile bundles on an operator’s website can help improve bundle adoption. Operators looking to improve their fixed–mobile convergence proposition could take inspiration from four website interface strategies designed to showcase fixed–mobile bundle benefits.