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Triple-play operators must overcome content and branding hurdles, says Analysys Mason

LONDON, UK, 24 JULY 2008

The triple-play (voice, Internet and pay TV) market is not reaching its full potential. Content and branding issues are hampering operator strategies to increase customer numbers, according to the latest report by Analysys Mason, the premier adviser in telecoms, IT and digital media (

The report Multi-play services in Western Europe: market sizings and forecasts 2008–2013 estimates that the number of Western European households subscribing to a triple-play package is forecast to rise to 31.1 million by the end of 2013, representing an average annual increase of 17% since 2007. The proportion of households in Western Europe that will subscrie to a triple-play service will increase from 7% to 18% between 2007 and 2013. Spend on triple-play services will increase to EUR14.8 billion by 2013. This growth in triple-play households will primarily be driven by the continuing take-up of IPTV services and the upgrade of cable networks.

“While the increase in triple-play household penetration is promising, adoption is far from overwhelming,” says the report author Richard Hadley. “This suggests that triple play, despite its advertised benefits of lower prices and greater convenience, remains a supplier-led proposition.”

“The take-up of triple play will be slower than expected for a number of reasons, including a lack of compelling TV content from telcos, difficulties in transferring telco brand attributes to the TV content market, fixed–mobile substitution and, in some cases, a legacy of poor customer service,” concludes Hadley. Adoption of triple-play services in 2013 will be highest in the Netherlands (36% of households), France (33%) and the UK (24%).

This report presents forecasts for multi-play services (triple-play, double-play and single-play services) and includes data on penetration and spend in Western Europe as a whole, and for France, Germany, Ireland, Italy, the Nordic region, Spain and the UK, individually.

The report is available to purchase online at, priced at GBP1700 (approximately EUR 2190 ) plus VAT.

To request an executive summary for this report or to arrange an interview with the author please call the Analysys Mason press office on +44(0)1223 460600 or email

About Analysys Mason (

Analysys Mason delivers strategy advice, operations support, and market intelligence worldwide to leading commercial and public-sector organisations in telecoms, IT, and media. Analysys Mason consistently delivers significant and sustainable business benefits. We are respected worldwide for the exceptional quality of our work, our independence and the flexibility of our teams in responding to client needs. The company has over 300 staff worldwide, with headquarters in London and offices in Cambridge, Dubai, Dublin, Edinburgh, Madrid, Manchester, Milan, Paris, Singapore and Washington DC.

Media contact:

Gina Ghensi
Press Office
Analysys Mason
Tel: +44 (0)1223 460600

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