Simply touting 'one bill' and bundled discounts will not realize the full potential of bundled services. Service providers need to integrate different service features in a seamless way and build 'experience-oriented' packages that fit the distinctive needs and lifestyles of various consumer segments.

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Cable operators have a great opportunity to bundle and offer wireless as a package to consumers. They can do cross-platform applications like gaming TV, mobile phone or computer, and tie-in interactive advertising with wireless. If cable wants to compete, it must offer the quadruple play.

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