New York: September 17, 2015 – Following years of success serving the small business telecommunication market, traditional cable television providers have made significant gains in providing wired voice and data services to companies in the large business (101+ employees) market over the past 24 months.
According to BusinessWave®, Kantar TNS’s quarterly commercial market survey of roughly 6,500 businesses, wired voice and data product spending attributable to cable providers rose more than 38%, climbing from 12.2% to 16.9%. The main driver behind this growth was a heavier reliance on internet service and the need for greater bandwidth; two areas where larger cable providers excel.
“The rollout of advanced voice services by cable providers over the past few years has afforded them the opportunity to make significant progress at the high end of the market,” stated Kantar TNS Vice President Frank Perazzini. “The ability to market new voice services to a sizeable base of data customers is very important. Because companies had an established history of service with their data services, cable providers enjoyed a high level of credibility that was necessary to gain traction with their new voice offer.”
Kantar TNS’s research also reveals that cable providers have had the most success migrating single product customers to bundled voice and data product customers. Over the two year period, cable providers have upped their percentage of customers using a single provider for wired voice and data products from 38.6% to 54.1% - an increase of more than 40%. Over the same period, incumbent local exchange companies (ILECs) experienced a slight decline while competitive local exchange companies (CLECs) managed an increase of 9%.
“Bundling is hardly new,” notes Perazzini. “But the high end of the business market generally does not offer service providers the opportunity to propose a bundle until a provider has proven they can provide superior single product service over an extended period of time.”
Results from BusinessWave further suggest that location penetration among cable providers serving the large business market will continue in the short term as ILECs race to stem losses through network equipment upgrades and expansion of their fiber service areas. Over a two year period cable providers have increased the penetration of business locations they serve by more than 50% while ILEC penetration dipped nearly 14% and the CLEC share remained relatively unchanged.
About Kantar TNS
Kantar TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and stakeholder management, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, Kantar TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world.
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