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Bundled Communications Services - UK - March 2016

“By the end of 2016 each of the big four providers are expected to offer some form of quad-play bundle. The success of quad-play lies in convincing customers that having all of their services under one roof will be beneficial. Using customer data to create personalised deals and bundles could be the key to achieving this.”

– Rebecca McGrath, Media Analyst

This report looks at the following areas:

  • Exclusive TV content is vital
  • Providers push quad-play with their own mobile service

Boosting the number of those with quad-play bundles lies in helping people to understand the potential rewards of having all services from one provider. Using detailed personal data to create customised quad-play options that match the habits of each customer, could be the best way to convince people of the monetary and practical benefits.

This report looks at the sale and provision of telecommunication products to consumers.

Telecommunication products include fixed-line telephony, mobile telephony, internet and television. Individually these are known as “services”.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Value of communications services continues steady growth
              • Figure 1: Operator revenue from sale of communications services*, 2010-20
            • The consumer
              • Younger people are more likely to go for quad-play
                • Figure 2: Types of bundles, December 2015
              • Nearly a quarter pay more than £50
                • Figure 3: Bundle price, December 2015
              • A fifth have downgraded their bundles in the last year
                • Figure 4: Bundle behaviour, December 2015
              • Younger people are less likely to be satisfied with customer service
                • Figure 5: Attitudes towards bundled services, December 2015
              • A fifth of men have been influenced by the change in sporting rights
                • Figure 6: TV bundle behaviour, December 2015
              • What we think
              • Issues and Insights

                • Exclusive TV content is vital
                  • The facts
                    • The implications
                      • Providers push quad-play with their own mobile service
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • Value of communications services continues steady growth
                              • Ofcom rules that BT should open up infrastructure
                                • TalkTalk customer data was leaked
                                  • Mobile device growth pushes need for fast internet
                                    • Superfast broadband use continues to rise
                                      • All landline call types on the decline
                                      • Market Size and Forecast

                                        • Value of communications services continues steady growth
                                          • Figure 7: Operator revenue from sale of communications services*, 2010-20
                                        • Forecasts
                                          • Figure 8: Forecast value of operator revenue from sale of internet services, 2010-20
                                          • Figure 9: Forecast value of operator revenue from sale of pay-TV services, 2010-20
                                          • Figure 10: Forecast value of operator revenue from sale of fixed voice services, 2010-20
                                        • Forecast methodology
                                        • Market Drivers

                                          • Mobile device growth pushes need for fast internet
                                            • Figure 11: Household ownership of selected digital devices, October 2014 – September 2015
                                          • Superfast broadband use continues to rise
                                            • Figure 12: Superfast fixed broadband connections, 2009-14
                                          • All landline call types on the decline…
                                            • Figure 13: Fixed voice call volume, by type of call, 2010-14
                                          • …but no increase in mobile-only homes
                                            • Figure 14: Cross-ownership of fixed and mobile voice telephony services, 2011-15
                                          • Mobile calls also declining
                                            • Figure 15: Average monthly outbound mobile call minutes, by subscription type, 2010-14
                                          • Video streaming offers alternative to pay-TV
                                            • Figure 16: Used video streaming service in last three months, December 2015
                                          • Ofcom rules that BT should open up infrastructure
                                            • TalkTalk customer data was leaked
                                            • Key Players – What You Need to Know

                                              • Sky and BT’s share of the broadband market continues to rise
                                                • BT still dominates fixed call market
                                                  • BT moves back into mobile market and acquires EE
                                                    • Other providers also enter the quad-play market
                                                      • Sky Q launches
                                                        • BT Sport welcomes the Champions League
                                                        • Market Share

                                                          • Sky and BT’s share of the broadband market continues to rise
                                                            • Figure 17: Retail fixed broadband market shares, 2010-14
                                                          • BT still dominates fixed call market
                                                            • Figure 18: Share of fixed voice call minutes, 2010-14
                                                          • Sky dominates TV but BT is growing
                                                            • Figure 19: Volume of UK TV households, by provider, 31 March 2015
                                                        • Brand Research

                                                            • What you need to know
                                                              • Brand map
                                                                • Figure 20: Attitudes towards and usage of selected brands, January 2016
                                                              • Key brand metrics
                                                                • Figure 21: Key metrics for selected brands, January 2016
                                                              • Brand attitudes: BT still has strong reputation
                                                                • Figure 22: Attitudes, by brand, January 2016
                                                              • Brand personality: TalkTalk has some negative associations
                                                                • Figure 23: Brand personality – macro image, January 2016
                                                              • Virgin is an appealing brand
                                                                • Figure 24: Brand personality – micro image, January 2016
                                                              • Brand analysis
                                                                • Sky is viewed as both innovative and reliable
                                                                  • Figure 25: User profile of Sky, January 2016
                                                                • Virgin Media has a fun image
                                                                  • Figure 26: User profile of Virgin Media, January 2016
                                                                • BT is viewed as outdated
                                                                  • Figure 27: User profile of BT, January 2016
                                                                • TalkTalk has to combat its negative image
                                                                  • Figure 28: User profile of TalkTalk, January 2016
                                                              • Launch Activity and Innovation

                                                                • More providers focus on quad-play market
                                                                  • BT Mobile launches with SIM-only bundles
                                                                    • BT acquires EE
                                                                      • Vodafone enters into broadband and pay-TV markets
                                                                        • Sky partners with O2
                                                                          • Sky Q launches
                                                                            • BT Sport welcomes the Champions League
                                                                              • Blacklist announced by BT to help prevent nuisance calls
                                                                              • The Consumer – What You Need to Know

                                                                                • Most people still have a landline connection
                                                                                  • Nearly half have superfast/fibre internet
                                                                                    • Younger people more likely to have a quad-play bundle
                                                                                      • Millennials are also willing to share data for discounts
                                                                                        • A fifth of men have been influenced by the change in sporting rights
                                                                                          • Half of 16-24s would rather use a streaming service
                                                                                          • Landline Bundles

                                                                                            • Most people still have a landline connection
                                                                                              • Figure 29: Landline ownership, December 2015
                                                                                            • 16-24s are rejecting landlines
                                                                                              • Figure 30: Consumers who do not have a landline phone service, by age, December 2015
                                                                                            • Nearly all landline connections come with the internet
                                                                                              • Figure 31: Landline bundles, December 2015
                                                                                          • Bundles Without Landline

                                                                                            • TV and internet is the most popular bundle without a landline
                                                                                              • Figure 32: Bundle without landline, December 2015
                                                                                            • More younger people have bundles without a landline
                                                                                              • Figure 33: Bundle without landline, by age, December 2015
                                                                                            • Men are more likely to have a dual-play TV and internet bundle
                                                                                              • Figure 34: Bundle without landline, by gender, December 2015
                                                                                          • Type of Bundles and Price

                                                                                            • Landline and internet is most popular bundle
                                                                                              • Younger people are more likely to go for quad-play
                                                                                                • Figure 35: Types of bundles, December 2015
                                                                                              • Quad-play bundles are mainly from Virgin Media
                                                                                                • Figure 36: Bundle providers, by types of bundles, December 2015
                                                                                              • Nearly a quarter pay more than £50
                                                                                                • Figure 37: Bundle price, December 2015
                                                                                            • Type of Internet Connection

                                                                                              • Nearly half have superfast/fibre internet
                                                                                                • Figure 38: Type of internet connection, December 2015
                                                                                              • Men more likely to have superfast internet
                                                                                                • Figure 39: Type of internet connection, by gender, December 2015
                                                                                            • Bundle Behaviour

                                                                                              • A fifth have downgraded their bundles in the last year
                                                                                                • Figure 40: Bundle behaviour, December 2015
                                                                                              • Many people are fluid with provider
                                                                                              • Attitudes towards Bundled Services

                                                                                                • Many find it difficult to find the best bundle
                                                                                                  • Figure 41: Attitudes towards bundled services, December 2015
                                                                                                • Younger people are less likely to be satisfied with customer service
                                                                                                  • Half of 16-24s would rather use a streaming service
                                                                                                    • Figure 42: Prefer to use a screaming service than buy/renew a pay-TV subscription with their bundle provider, by age, December 2015
                                                                                                  • Millennials are also willing to share data for discounts
                                                                                                  • TV Bundle Behaviour

                                                                                                    • TV content is important when selecting a provider
                                                                                                      • Figure 43: TV bundle behaviour, December 2015
                                                                                                    • A fifth of men have been influenced by the change in sports rights between Sky and BT
                                                                                                      • Streaming is important for younger customers
                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                          • Abbreviations
                                                                                                            • Consumer research methodology
                                                                                                              • Brand map
                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                • Forecast Methodology
                                                                                                                  • Forecasts
                                                                                                                    • Figure 44: Forecast value of operator revenue from sale of fixed voice services, 2010-20
                                                                                                                    • Figure 45: Forecast value of operator revenue from sale of pay-TV services, 2010-20
                                                                                                                    • Figure 46: Forecast value of operator revenue from sale of internet services, 2010-20
                                                                                                                    • Figure 47: Forecast value of operator revenue from sale of fixed voice services, 2010-20

                                                                                                                Companies Covered

                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                Bundled Communications Services - UK - March 2016

                                                                                                                US $2,583.33 (Excl.Tax)