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Bundled Communications Services - UK - March 2017

“With the launch of Sky Mobile in January 2017, the big four bundle providers now all offer quad-play options. Data flexibility will be an important promotional feature as providers look to attract increasingly data-hungry consumers. Providers can also utilise their exclusive TV content to help prompt mobile take-up”.
– Rebecca McGrath, Senior Media Analyst

This Report discusses the following key topics:

  • Encouraging the purchase of mobile-inclusive bundles 
  • Extra features and exclusive content are key to holding off the streaming threat

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Table of contents

  1. Overview

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

          • The market
            • Further growth for communications market
              • Figure 1: Operator revenue from sale of communications* services, 2011-21
            • The number of superfast broadband connections increases
              • BT ordered to split from Openreach
                • Volume of fixed calls falls further
                  • Streaming services offer challenge to pay-TV
                    • Key players
                      • BT remains biggest payer in broadband market
                        • Figure 2: Retail fixed residential broadband market shares, 2011-15
                      • Sky becomes quad-play
                        • Sky TV to become available without a dish
                          • Virgin improves TV service
                            • TalkTalk relaunches pay-as-you-go streaming service
                              • The consumer
                                • Nine in ten get internet with their landline
                                  • Figure 3: Landline bundles, December 2016
                                • TV and internet is the most popular non-landline bundle
                                  • Figure 4: Bundles without a landline, December 2016
                                • Almost half of bundled internet connections are superfast
                                  • Figure 5: Type of internet connection, December 2016
                                • Big four account for 78% of bundle owners
                                  • Figure 6: Bundle providers, December 2016
                                • Friends and family are the most influential promotional source
                                  • Figure 7: Factors influencing choice of bundle, December 2016
                                • Hardware options and upgrades are enticing
                                  • Figure 8: Factors encouraging the purchase of mobile inclusive bundles, December 2016
                                • More flexible TV contracts may be the way forward
                                  • Figure 9: Attitudes towards Bundled Services, December 2016
                                • What we think
                                • Issues and Insights

                                  • Encouraging the purchase of mobile-inclusive bundles
                                    • The facts
                                      • The implications
                                        • Extra features and exclusive content are key to holding off the streaming threat
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Further growth for communications market
                                                • The number of superfast broadband connections increases
                                                  • BT ordered to split from Openreach
                                                    • 5G could offer future challenge to fixed broadband
                                                      • Volume of fixed calls falls further
                                                        • Streaming services offer challenge to pay-TV
                                                        • Market Size and Forecast

                                                          • Further growth for communications market
                                                            • The impact of Brexit
                                                              • Figure 10: Operator revenue from sale of communications* services, 2011-21
                                                              • Figure 11: Operator revenue from sale of communications* services, 2011-21
                                                            • Forecasts
                                                              • Figure 12: Forecast value of operator revenue from sale of internet services, 2011-21
                                                              • Figure 13: Forecast value of operator revenue from sale of pay-TV services, 2011-21
                                                              • Figure 14: Forecast value of operator revenue from sale of fixed voice services, 2011-21
                                                            • Forecast methodology
                                                            • Market Drivers

                                                              • Mobile device ownership grows further
                                                                • Figure 15: Household ownership of select digital devices, September 2015 and 2016
                                                              • The number of superfast broadband connections increases
                                                                • Figure 16: Superfast (≥30Mbps) fixed broadband connections, 2011-15
                                                              • BT ordered to split from Openreach
                                                                • 5G could offer future challenge to fixed broadband
                                                                  • The connected home will increase demand for internet
                                                                    • Volume of fixed calls falls further
                                                                      • Figure 17: Outgoing fixed and mobile voice call volumes, 2011-15
                                                                    • Streaming services offer challenge to pay-TV
                                                                      • Figure 18: Streaming services viewed, December 2016
                                                                  • Key Players – What You Need to Know

                                                                    • BT remains biggest payer in broadband market
                                                                      • Sky becomes quad-play
                                                                        • Other providers look to improve their quad-play offerings
                                                                          • Sky TV to become available without a dish
                                                                            • Virgin improves TV service
                                                                              • TalkTalk relaunches pay-as-you-go streaming service
                                                                              • Market Share

                                                                                • BT remains biggest payer in broadband market
                                                                                  • Figure 19: Retail fixed residential broadband market shares, 2011-15
                                                                                • Sky dominates TV market
                                                                                  • Figure 20: Volume of UK TV subscribers, by provider, Q4 2015
                                                                              • Launch Activity and Innovation

                                                                                • Sky becomes quad-play
                                                                                  • Other providers look to improve their quad-play offerings
                                                                                    • Sky TV to become available without a dish
                                                                                      • Now TV launches UK’s first contract-free triple-play bundle
                                                                                        • Virgin improves TV service
                                                                                          • TalkTalk relaunches pay-as-you-go streaming service
                                                                                            • BT looks to eliminate dead spots
                                                                                            • Brand Research

                                                                                                • Brand map
                                                                                                  • Figure 21: Attitudes towards and usage of selected brands, February 2017
                                                                                                • Key brand metrics
                                                                                                  • Figure 22: Key metrics for selected brands, February 2017
                                                                                                • Brand attitudes: Sky is viewed as the most innovative brand
                                                                                                  • Figure 23: Attitudes, by brand, February 2017
                                                                                                • Brand personality: Sky and Virgin stand apart with upbeat brand images
                                                                                                  • Figure 24: Brand personality – Macro image, February 2017
                                                                                                • TalkTalk is battling negative associations
                                                                                                  • Figure 25: Brand personality – Micro image, February 2017
                                                                                                • Brand analysis
                                                                                                  • Virgin Media’s vibrant brand image attracts younger consumers
                                                                                                    • Figure 26: User profile of Virgin Media, February 2017
                                                                                                  • Sky has the most positive brand image
                                                                                                    • Figure 27: User profile of Sky, February 2017
                                                                                                  • BT’s traditional image has drawbacks
                                                                                                    • Figure 28: User profile of BT, February 2017
                                                                                                  • TalkTalk does not inspire trust
                                                                                                    • Figure 29: User profile of TalkTalk, February 2017
                                                                                                • The Consumer – What You Need to Know

                                                                                                  • Nine in ten still locked into landlines
                                                                                                    • Almost half of bundled internet connections are superfast
                                                                                                      • Many remain resistant to the idea of including mobile
                                                                                                        • Hardware options and upgrades are enticing
                                                                                                          • Friends and family are the most influential promotional source
                                                                                                            • More flexible TV contracts may be the way forward
                                                                                                              • Content remains key for pay-TV services
                                                                                                              • Ownership of Bundled Services

                                                                                                                • Nine in ten still locked into landlines
                                                                                                                  • Figure 30: Landline ownership, December 2016
                                                                                                                • Nine in ten get internet with their landline
                                                                                                                  • Figure 31: Landline bundles, December 2016
                                                                                                                • TV and internet is the most popular non-landline bundle
                                                                                                                  • Figure 32: Bundles without a landline, December 2016
                                                                                                              • Type of Internet Connection

                                                                                                                • Almost half of bundled internet connections are superfast
                                                                                                                  • Figure 33: Type of internet connection, December 2016
                                                                                                              • Bundle Providers

                                                                                                                • Big four account for 78% of bundle owners
                                                                                                                  • Figure 34: Bundle providers, December 2016
                                                                                                                • Two out of three people were already with their provider when purchasing their bundle
                                                                                                                  • Figure 35: Staying with a provider, December 2016
                                                                                                              • Factors Influencing Choice of Bundle

                                                                                                                • Friends and family are the most influential promotional source
                                                                                                                  • Sky has the most effective TV adverts
                                                                                                                    • Figure 36: Factors influencing choice of bundle, December 2016
                                                                                                                  • Younger people are easier to influence
                                                                                                                    • Figure 37: Repertoire of factors which influence choice of bundle, by age, December 2016
                                                                                                                • Encouraging Purchase of Mobile Inclusive Bundles

                                                                                                                  • Many remain resistant to the idea of including mobile
                                                                                                                    • Hardware options and upgrades are enticing
                                                                                                                      • Figure 38: Factors encouraging the purchase of mobile inclusive bundles, December 2016
                                                                                                                    • Better deals for data-hungry users
                                                                                                                      • Figure 39: Would be most encouraged to include mobile by getting more data for their money, by age, December 2016
                                                                                                                    • Free add-on services
                                                                                                                    • Attitudes towards Bundled Services

                                                                                                                      • Many are frustrated by having to purchase a landline
                                                                                                                        • Figure 40: Attitudes towards bundled services, December 2016
                                                                                                                      • More flexible TV contracts may be the way forward
                                                                                                                        • Content remains key for pay-TV services
                                                                                                                          • Extra features appeal to younger people and families
                                                                                                                            • Figure 41: Attitude towards statement ‘Extra features within a pay-TV service are worth paying more for’, by age, December 2016
                                                                                                                            • Figure 42: Attitude towards statement ‘Extra features within a pay-TV service are worth paying more for’, by presence of own children, December 2016
                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                • Forecast Methodology
                                                                                                                                  • Forecasts
                                                                                                                                    • Figure 43: Forecast value of operator revenue from sale of communications services*, 2011-21
                                                                                                                                    • Figure 44: Forecast value of operator revenue from sale of pay-TV services, 2010-21
                                                                                                                                    • Figure 45: Forecast value of operator revenue from sale of internet services, 2011-21
                                                                                                                                    • Figure 46: Forecast value of operator revenue from sale of fixed voice services, 2011-21

                                                                                                                                Companies Covered

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

                                                                                                                                Bundled Communications Services - UK - March 2017

                                                                                                                                US $2,478.79 (Excl.Tax)