Content consumption across devices is pushing the
boundaries of Internet and how providers manage bandwidth. File sharing, video
streaming, always-on kind of experience puts pressure like never before on the
current infrastructure. This applies to all cable, DSL, mobile and satellite
internet providers. These organizations have to not only fight the price
suppression on their Internet services, but also continue to grow revenue by
offering value-added services. As Internet access marches towards being a
commodity and consumers demand “unlimited access plans,"
research is starting to come out on how
can companies engage with their customers and gain a greater share of their wallet.
This is where bandwidth providers need to think
bundling of various services to offer “value” to a consumer, who is not only
cost-conscious, but also, is consuming a variety of online products. My recent
success with selling data, security, device management and voice bundles is the
case in point. We have seen a two-fold increase in product penetration across
these categories, upon introduction of bundle pricing and options. In addition,
companies, such as, Comcast, Cox, Time Warner Cable, Dish Network, etc. are
already offering some combinations of these bundles, along with their video
offerings.
Premium technical care is another area that is
finding a great appeal among customers across a wide spectrum of technology and geography. Consumers want
safe online browsing, keep their devices in top gear and have someone ready to
help when their connected home needs troubleshooting. I have successfully tested enhancing the value of Data
plan, with Video (if applicable), online safety, device management, voice
(VoIP) and technical support options. The gains in customer satisfaction and
reduced churn will easily offset the pressures of providing more for less, when
it comes to data services.
A recent study published by Pew Research mentions
paid technical support and online health services as one of the top growth areas
for consumer adoption. I am already seeing interest in the former, but how is
the latter going to perform, remains to be tested. Access providers, in the
meantime, could be exploring options through customer surveys and research that
helps them build a brand and exploit the market, when primed.
