Fixed–mobile bundles: strategies for targeting families

Consumer revenue growth opportunities are becoming increasingly limited for telecoms operators. Families represent a high-value customer segment that could open up an avenue of growth, but operators are capturing only a fraction of this opportunity with their current fixed–mobile bundle strategies. This report examines how fixed–mobile operators can use family-oriented bundles to increase customer spend, improve retention and grow customer lifetime value.

The report draws on Analysys Mason's consumer survey, proprietary research and interviews with operators.

Questions answered in this report

• What are the main obstacles that operators face when they sell bundles to families?
• Which actions can operators take to improve their current family-oriented proposition using the services and capabilities that they already offer?
• Which categories of services are most relevant to families, and where do operators currently have gaps in their propositions?
• What role can rewards and incentives play in driving the adoption of family-oriented propositions?
• How can operators increase the value generated from existing family customers?