While service bundling has become a key strategy for many operators to boost revenue, quadruple play is not expected to gain much traction in the medium term, particularly in the Skype and mobile age. According to Pyramid Research, triple play is difficult enough, with telcos selling 1-1.5 revenue generating units (RGUs) and cable companies selling around 1.5-1.9 RGUs per customer. Also, single-play and double-play offerings tend to grow faster. But quadruple play can take off if operators can build more powerful multi-play propositions that include mobile services.
Transforming Triple Play: Key Lessons and Best Practices for Winning RGU Strategies
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