Fluid Cable-Telco Marketing Battles

Nearly 60 percent of surveyed households now have bundled services (telecommunication, internet, and video services), a 13 percent increase since 2007, according to new research by CFI Group. So far, though, cable companies are much more likely to serve bundle buyers, compared to telecom companies. Cable companies subscribe twice as many customers to bundled services as telecoms do, CFI Group says. 

And telcos have some work to do: Digital subscriber line services appear to be losing ground, compared to cable modem alternatives. Still, the battleground is fluid: customers increasingly asensitive to rising rates and poor customer service coming from cable providers, CFI suggests. 

Some 70 percent of customers cite high rates as one reason for canceling cable TV service, while poor customer service accounts for 40 percent of churn from cable TV service.

Of customers who will switch carriers, 40 percent say that the competition offers better rates and plans. 

Customers also seem to be more willing to switch wireless carriers than they were in 2007. Verizon leads all wireless carriers in customer satisfaction and Verizon customers are the least likely to switch carriers. Sprint/Nextel customers are the least satisfied and the most likely to switch.

Nearly 50 percent of households are interested in VoIP and IPTV, but awareness for either has changed little over the past year.

Bundling preferences are likely to change as telcos turn up new video services. Despite cable’s current lead, customers would prefer to bundle communications services with telecommunication companies over cable companies by a two to one margin, CFI Group says. However, 29 percent of customers have no intention of bundling at all, preferring instead to pick and choose the services that best meet their needs.

And though consumers often say "convenience" is why they buy bundles, lower costs probably are the primary driver. The vast majority of customers who choose bundled services make the decision based on price, CFI Group says. Still, 46 percent of customers say they chose a bundled plan because it simplifies billing. Most customers who intend to switch carriers will also choose better pricing and a simplified bill, CFI Group says. 

The predicted growth rate for bundling is nine to 17 percent over the next 12 months, slowing slightly over previous years. The greatest opportunity is in meeting the growing market demand for video services provided by telcos. If telecoms are able to provide fiber services to new access areas quickly, and market them effectively, the split of new bundled customers between telecom and  cable could widen to 63 percent and 29 percent respectively, reversing the present pattern.