The Benefits of Bundling

by Guest Contributor 2 min read February 1, 2011

The passage of the Telecommunications Act of 1996 increased competition in the telecom industry. These days, nearly every telecommunications company is offering, or considering offering, bundled services to attract new customers, increase retention of current customers, or both.

Every time I turn around, there seems to be a new variety of bundled services. Quality, ease of use, and the right price points in a market, make these bundles very attractive to consumers.

Most offers are directed at consumers, but the industry is looking for emerging market spaces. AT&T just announced it would be offering its U-verse IPTV product and its via-resale DirecTV service, bundled together with landline voice, wireless voice and broadband Internet services, to the small business market. The company explained this package might be attractive for small businesses with client waiting rooms.

Bundle of joy
While there are a few risks involved in offering bundled services (a topic we will explore in a future post), by and large, the benefits of bundled services are many:

1. Enhanced customer loyalty
– Customers are less likely to go to the trouble of unbundling services in order to switch providers.
– Customers feel more connected to your organization on multiple fronts.
(Both of these help to shield you from competitive displacement attempts.)

2. Simplified customer experience

– Consumers enjoy the convenience of bundled services, which allows them to manage multiple services with a single billing statement and a single payment.
– When money is tight, bundle customers will generally pay the entire bill, as opposed to paying only part of the bill.

3. Save provider time and money

– Bundled billing reduces the number of bills sent each billing cycle, which means less paperwork for you and your customers.
– Fewer bills sent also means fewer payments to process.

4. Penetrate new markets

– Partnering with a company, who has a bigger footprint in a particular market, allows you to leverage that partner’s existing customer base.
– Bundling also can help you penetrate a new market with more competitive price points.

5. Easier and less risky up-selling path for larger share of consumer products and services

– The partner, already having an established relationship with the consumer, will have an easier time up selling your product offerings to their customer base.

If you’re thinking about getting into the bundling game — or expanding on your current bundling strategy — you need to know that getting bundling right is no easy task. Check back for future blog posts in which I’ll discuss what makes a “smart” bundled offering, as well as how to ensure you’re offering the right bundle to the right customers. In the meantime, if there are specific topics in the realm of bundling you would like to see addressed, please be sure to comment on this post.

Related Posts

What Is a Third-Party Breach? How to Prepare for and Respond to Vendor Incidents

Learn what a third-party breach is and steps to prepare, contain risk, and support affected customers. Read more!

November 9, 2026 by Laura Burrows
Mortgage Underwriting Moves from Modernization Talk to Action 

Mortgage underwriting is entering a new phase. In a recent conversation with HousingWire’s Allison LaForgia, Michele Bodda, Group President of Experian Housing, Verification Solutions, and Employer Services, discussed how modern credit scores, alternative data and verification tools are changing how lenders evaluate borrowers.  Lenders can now judge modernization by its results, Bodda said. “Now we’re actually letting more modern scores get into underwriting to help price loans and go all the way through to securitization,” she told HousingWire. “We’re letting the scores and the data actually speak for itself instead of just talking about it.”  The Right Data at the Right Time  Modernizing underwriting means providing useful information at the right stage, rather than giving lenders everything at once. “You don’t need everything all at once. You don’t need everything on initial pull,” Bodda said.  Alternative data, such as rental payments and buy now, pay later activity, can help show how consumers manage obligations, especially those with thinner credit files. A thin credit file does not necessarily mean someone has a thin financial life.  “It’s our responsibility as one of the primary data providers to make sure we can make all of that available, so that we’re best representing the consumer,” Bodda said. A fuller view of data may help lenders identify creditworthy applicants who might otherwise be difficult to assess.  Simplifying Verification and Reducing Friction  Bodda also shared how Experian is making credit information more easily accessible and reducing unnecessary costs during the originations process, explaining that new enhancements to Experian’s Power Profile Plus allow lenders to pull credit data at the start of underwriting and request another score later without repurchasing the data.  “You can pull it later and not pay for the credit data again,” Bodda said.   Experian is also investing in income and employment verification, including through a new partnership with Workday. Bodda explained that Experian will continue to focus on process improvement, competition and innovation across the mortgage ecosystem.  A Broader Path to Homeownership  As consumer expectations and underwriting capabilities evolve, borrowers want a process that reflects their financial lives, while lenders seek greater efficiency. Modern scores, relevant data, and streamlined verification can help lenders assess applications with more context—and may help more people pursue homeownership.  “If we as an industry can open this up and bring more people into the process, then we’re going to thrive,” Bodda said in the interview.   Watch the interview and hear all of Michele’s insights, and more here.  

November 6, 2026 by Caroline Basile
How to Deliver Data-Driven Customer Experiences

A data-driven credit customer experience offers personalization and low friction — it's a win-win for consumers and businesses.

November 5, 2026 by Zohreen Ismail

Subscribe to our Newsletter

Enter your name and email for the latest updates.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Subscribe to our Newsletter

Don't miss out on the latest industry trends and insights!
Subscribe