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Press Release
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Integra5 Survey of Comporium Subscribers
Reveals Converged Services Boost Retention and Overall Perception
of Operator
25% of TV Caller ID subscribers cite service
as key loyalty factor; TV Caller ID subscribers 30% more likely
to rate provider as “great”
BURLINGTON, Mass. – October 18, 2007 – In a recent
survey of residential subscribers of Comporium, a South Carolina-based
quintuple play provider, converged services pioneer Integra5 found
that TV Caller ID plays a significant role in subscriber retention
and positively influences subscribers’ overall perception
of their service provider. The survey, which generated more than
3,500 responses and is one of the first to poll subscribers who
are already using a converged service on a daily basis, detailed
interest in current and future converged services – real-time
applications that “blend the bundle” by combining voice,
video, data and wireless features.
To provide a more granular analysis of the impact of converged
services, responses from Comporium’s long-term TV Caller
ID subscribers – 70% of whom have used the service for more
than one year – were compared with feedback from subscribers
who do not receive the service.
Key survey highlights of subscriber loyalty and affinity for TV
Caller ID include:
- 25% state TV Caller ID is a “main reason” they
stay with Comporium for their
digital television, high
speed data and phone services
- TV Caller
ID subscribers were 30% more
likely than non-subscribers
to rate Comporium as “great”
- 78% said they like TV Caller ID as much as other types
of popular services, specifically
HDTV, while 71% reported
the same for DVR
“The economic impact of winning and retaining customers
is dramatically altered in a multi-service, triple and quad play
bundle market,” said Boyd Peterson, senior vice president
of Yankee Group’s Consumer Research group. “The intense
competition between service providers to have the best bundled
offering will increasingly hinge on innovative services that offer
consumers value through greater convenience and freedom rather
than simply consolidating multiple services on a single bill.”
A Converged Services Road Map
Respondents ranked interest
in future real-time converged
communications and content services that incorporate advanced
interactivity, personalization and user management capabilities.
Below are the top five, in order of interest:
- 90% - Ability to
manage which TVs and
PCs display Caller ID
- 81% - Personalization features, such as the ability to add
pictures and photos to
TV and PC Caller ID and to a network
address book
- 81% - Content alerts, which incorporate RSS and Web-based
technology to display banners with local,
national and international
news, weather, sports and
other information on TVs and PCs
- 80% - “Click-to-call,” which enables users to
place calls from the TV network address
book and call/voicemail logs
via the TV remote control
- 77% - Voicemail alerts and playback, which notify users – via
TV/PC banner alerts – of landline or mobile phone voicemails.
Users can also view a voicemail
log and play voicemails on
their TVs/PCs
TV Caller ID subscribers were 30% more likely than non-users
to rate future converged
services with the highest score of “like
very much.” Most research surveys consumers who have never used converged
services – in effect, asking them to “know what they
don’t know.” By comparing feedback from long-term TV
Caller ID users with that of non-users, this survey provides unique
perspective. The fact that TV Caller ID users showed a higher level
of interest in new services suggests that these subscribers – who
are using converged services today and understand the value they
provide – will be key to driving adoption of future services.
TV Leads Three-Screen Battle
As service providers begin
to leverage TVs, PCs and mobile phones to provide consumers with
a seamless, multi-device experience, the TV is enjoying renewed
popularity – prompted by new technologies such as HDTV,
VOD and interactive programming guides, as well as the proliferation
of the Internet, which is linking PC and TV services.
- Nearly 70% of respondents chose the TV as their preferred
device for receiving converged
services
- More than 40% said they would like to receive converged
services on both TVs and
PCs
Providing Value Today
Further validating data from
an Integra5 quad-play customer survey last year, Comporium’s
TV Caller ID subscribers confirmed the strong “word of
mouth” value and revenue-generating potential of the service:
- 82% rate the service as either “very good” or “great”
- 86% have shown it to friends and neighbors or told them
about it
- 94% leave it active all the time, even though it’s
possible to disable it
- Although Comporium offers the service free as part of its
digital cable and phone
bundle, more than 40% said they would
pay for TV Caller ID if
they moved to another area where the operator charged for it;
of these, 90% would pay at least $1 per month, 70% at least $2
per month and more than 50% at least $3 per month
For a more detailed presentation of the survey findings and to
understand how cable and telco providers can “blend the bundle” with
converged services to avoid price wars, please contact Mariah Torpey
at Davies Murphy Group (for Integra5) at 781-418-2404 or mtorpey@daviesmurphy.com. |
