... that's a fourfold increase over the current levels. "Quad play bundling has had a slow start in the US, but we see increased momentum over the next five years," says Piper, who cites AT&T, Verizon and Cox Communications as some of the companies currently offering quad play services.
Right now a surprising 57% of US households are considered "multiplay"; in other words subscribing to more than one entertainment or communication service from the same provider.
AT&T, for instance, says more than 75% of its U-Verse TV subscribers receive that service as part of a bundled offering.
Although "quad play" services will increase over the next five years, the packaging of three service types will remain the dominant bundle, believes Piper.
While many of these packages will initially be discounted offerings to consumers, the true marketing opportunity will come in building a relevant consumer brand that people will trust for all their varied communications and entertainment needs.
Speaking to Marketing Daily, Piper opines that "bundling will certainly be driven by discounting, but branding also plays a key role.
"We have long said that it is the perception of value that motivates customers to churn. The success of the bundle will depend on service provider's ability to 'articulate this value."
While bundling services presents an opportunity to retain wavering customers, the practice also presents a greater risk to service providers should a customer find any one of those consumer experiences lacking.
Warns Piper: "When a customer decides to break up, it's generally the entire customer relationship that goes out the window, not just a piece or part. In a survey we just fielded of US households, bundled subscribers were only slightly less likely to 'churn' [quit] than non-bundled. Again, it comes down to branding and communicating a message of value to the subscriber."