Modern bundle partnerships between telcos and digital content merchants started taking off in around 2013. There was one major VOD service (Netflix) and one major music streaming service (Spotify) on the market.
Bundling was simple for telcos. One partner in both segments helped reach the goals of service differentiation, subscriber stickiness and incremental revenue growth.
The market and consumer behavior have changed. Having a bundle partnership with only one of the Big Four services (Netflix, Amazon, Disney+, Apple TV) is not enough.
Different bundle partners have different content, meaning they appeal to different audiences. One bundle for the entire telco subscriber base works if all subscribers are the same. But subscribers are different in their demographics, tariff plan usage and content preferences.
In an ideal world, telcos would be able to launch many different bundles, including offers from multiple content partners, customizing each offer based on the subscriber segment and profile.
Today’s approach to bundle partnerships does not support that ideal. Each digital content bundle partnership starts from scratch because every partner has its own technical platform. As a result, telcos cannot recycle the integration work for other partners. This is not an issue when the number of partners is small, but becomes painful when the list of partners grows.
Every new partnership launched also creates extra work from operational activities. Partner relation management, analytics, reporting, settlements and technical maintenance become an ongoing chore.
The development cost and overhead from each partnership forces telcos to make a tough choice: Either (1) limit the number of partnerships available and sacrifice service differentiation, subscriber stickiness and incremental revenue, or (2) significantly increase the investment and resources for scaling up bundle partnerships. Neither is a great choice.
But there is a third option: bundling-as-a-service through the Trident Bundling Platform. The Trident Bundling Platform offers a way for tel to create a centralized hub for all bundling activities. The Trident Platform has been used to deploy more than 50 bundling programs across 15+ leading digital content merchants and 30+ telcos (mobile operators, ISPs and STBs).
How do we make bundle launches faster, more flexible and better performing for telcos? The white paper we are publishing today explains:
- Why developing bundling deployments in-house slows telcos down
- How bundling-as-a-service accelerates launches and reduces overhead
- The best practices we apply across our partners’ bundle partnerships to make sure they achieve the best results possible
Interested in learning more? Download the white paper by entering your contact details below.