Some operators are exploring new ways to drive the adoption of bundles beyond monetary discounts

To encourage the take-up of fixed–mobile bundles, telecoms operators are combining discounts with greater flexibility to enable customers to have more control over how they select, combine and manage the services within their subscriptions.

Data from Analysys Mason’s Fixed–mobile customer benefits tracker 3Q 2026 shows that operators depend heavily on discounts to promote bundled offers. Monetary discounts will remain central to operators’ bundle strategies, despite their limited ability to create meaningful opportunities for differentiation. However, a growing number of operators are seeking to reduce their reliance on monetary discounts by changing how customers build and manage the services included in their bundles. Recent examples include A1 (Austria), AT&T (USA) and Telenet (Belgium), all of which have launched new bundle propositions during 2026.