Multiplay: is it still relevant to millennials?
As the MNVOs Europe conference takes over The Hilton at Bankside this week, there’s plenty of speculation as to what the hot topics of conversation will be. I’m confident that the word ‘Multiplay’ will come up more than once, after all it’s been a major staple of the MVNO conference circuit for a while now with positive case studies to show for it. Recently Sky and Plusnet have been making good in roads with their customers so there’s relative confidence that offering fixed, mobile and TV works. Not to mention the success that Virgin has delivered over many years. However confidence wobbled a little lately when TalkTalk announced it’s walking away from its mobile multiplay strategy. It’s never easy to pull the plug after you have spent time and many millions of pounds on equipment and marketing to get the offers up and running. Plus no board really wants to have a set of stranded customers – it’s expensive to keep them happy when they are no longer your strategic priority. The conversations must have been tough but I can’t help thinking it might be a decision they regret as the realities of the smart home captivate the market. (more…)
