Value-added and bundled services both have a positive impact on retention and value-added services also improve network quality perception and data usage. 44 percent of global consumers claimed to bundle at least one other service with their mobile subscription. Only 27 percent of consumers globally receive value-added services from their mobile operator.
- Offering value-added services has a positive impact on retention – by as much as 11 percent. It also has a significantly positive impact on consumer perception of network quality (+ 55%) and their likelihood to use more than one gigabyte of mobile data each month (+15%).
- The concept of value-added services is further evolving to include connected devices. 56 percent of consumers in mature markets and 82 percent in transition markets would be interested in controlling at least one additional device from their smartphone.
- Consumers choose bundled services for better prices and increased convenience. Home telephone and home broadband services are the most frequently bundled services, followed by multichannel pay TV services.
The Value-added, bundled services and connected devices report is part of the 2016 Acquisition and Retention Study report series. It discusses the concepts of value-added services, bundled services and connected devices and their impact on customer acquisition and retention.
