Multiplay in the Americas: Aggressive Pricing Discount Strategy | Crossroads Today

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Broadband infrastructure has positioned operators globally to provide fixed voice, fixed Internet and pay-TV over a single connection as a triple-play package, and with fixed-mobile convergence (FMC) also offer quad-play services by adding mobile services. In the Americas, operators are offering such mulitplay service bundles with unified billing and some sort of special deal to reduce churn, improve customer loyalty, increase ARPS, tap new revenue opportunities, and circumvent rising competition.

Aggressive discount pricing and value-added services offered by operators are the primary factors driving the multiplay services market in the Americas region. Aggressive discount pricing is primarily being adopted by most operators in Latin America, including Entel in Chile, ETB in Colombia, and Izzi in Mexico to attract new customers and increase multiplay service penetration. Conversely, most North American operators, including Verizon in the US and Telus in Canada are integrating value-added services with their multiplay packages for retaining customers and rewarding loyal customers.

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Multiplay in the Americas: Aggressive Pricing Discount Strategy – Crossroads Today.