Operator Strategies for Promoting Fixed-Mobile Bundles to Households: Case Studies and Analysis

"Family bundles are evolving from simple discounted tariffs into family packages that improve connectivity experiences and support everyday family routines."

Family bundles are one of the few remaining levers available to telecoms operators to drive growth in consumer revenue. Operators are evolving beyond simple discount-led offers to introduce richer features in their bundles.

We have studied the strategies that ten operators worldwide are using to promote their family-oriented propositions.

The report highlights a clear shift away from pricing-led strategies towards three complementary approaches: flexible solutions that adapt to evolving family structures and needs (structural lever), the integration of premium services to increase spend (commercial lever) and the inclusion of features that address parents’ pressing concerns to strengthen operators’ relevance in everyday family life (family support lever).

This report answers the following questions.

• How are operators evolving family-oriented bundles to drive take-up?
• How are operators using family bundles to increase spend per household and upsell additional services?
• How are operators bundling additional services with connectivity to increase the value of family bundles?
• How are operators updating family bundles to reflect changing family structures and household needs?
• Which services and features are operators adding to family bundles to address parents’ most pressing challenges?

The following companies are featured in case studies.

• Bouygues Telecom (France)
• EE (UK)
• KT (South Korea)
• Maxis (Malaysia)
• MEO (Portugal)
• Movistar (Spain)
• Proximus (Belgium)
• TIM (Italy)
• Verizon (USA)
• Vodafone (UK)