Fixed–mobile bundles: benefits such as higher fixed speeds can be as powerful as monetary discounts

The most valuable customers for telecoms operators are those who take both fixed and mobile services from a single operator in a bundle. These customers spend over 20% more on telecoms services (based on Analysys Mason’s consumer survey) and churn less frequently than the other categories of customers.

Operators that do not embrace a fixed–mobile convergence (FMC) strategy, or that hesitate to promote bundles, risk overlooking these high-spending customers.

The challenge for operators is to find benefits other than discounts to grant to customers who take bundles.