The bundled advantage

Consumer interest in the quadruple play has increased 55% from July 2007 to March of this year, according to a Compete survey of online shoppers. AT&T sustained the highest volume, primarily due to the acquisition and integration of customers into its Web site, while Verizon showed a decline in recent months attributable to its increased FiOS promotions, which pulled consumers toward individual products to be bundled later in the funnel. With Comcast and Cox Communications abandoning Pivot, their quad-play partnership with Sprint, telcos have the unique opportunity to ramp up marketing of their quad-play offerings and win the market from their cable competitors.