Future outlook for Triple Play

This expert survey on the subject of Triple Play underscores the importance of this topic to the overall growth of the broadband market. Some 85% of broadband experts estimate the extent to which Triple Play strategies will have established themselves in the German broadband market by the year 2015 as high to very high (Fig. 5). It is clear that the trend among access providers is away from business models with a sole focus on Internet access and towards an integrated product package. Triple Play is predicted by around 82% of expert respondents to become the dominant corporate strategy in the year 2015 (Figure 4).

Figure 5:		Future market penetration of Triple Play in Germany (broadband experts)

Companies are hoping for specific benefits from these integrated offerings in a highly competitive access market, plus an increase in the amount of time consumers spend using the media. This is why it is anticipated that Triple Play will start emerging as one of the standard packages offered by access providers over the next few years.

Triple Play also offers customers a range of benefits that companies will be able to leverage as a means of attracting new business and retaining customers. Particularly important factors are cited as the appeal of product packages (around 81 % of expert respondents), cost benefits (80%) plus the convenience of sourcing different products from the same provider (around 63%). Other benefits arise from bundling the necessary hardware components, the opportunity for a “single sign-on” and a single invoice for access, content and communications instead of three invoices from different providers (Figure 6).

Figure 6:		Advantages of Triple Play packages in attracting new business and improving customer retention rates (broadband experts)