If you are a cable MVPD, how do you compete with
direct competition from LECs and DBS providers and indirect competition from broadband
that is provided by your LEC competitors and from another business segment
within your own firm? The answer is: you
bundle. You make the substitute
product a complement and you discount the “add-on” products so that the value
of the package is appealing enough for the customer not to cut the cord. This strategy has worked well up to this
point. Will it continue to do so or are
customers getting tired of the “deal”?
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|
MVPD
|
Broadband
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Telecom - Landline
|
Telecom - Wireless
|
Marketing
|
|
Cable
|
X
|
X
|
X
|
|
Double & Triple Play
|
|
Telco
|
X
|
X
|
X
|
X
|
Double & Triple Play
|
|
DBS
|
X
|
|
|
|
Partnerships
|
|
# competitors/market
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4
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2
|
2
|
|
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