The bundled web

It has been a business model for cable and satellite for years, even newspapers and magazines have tried it – bundling content and services together with other things.

I pay my mobile phone company for broadband and in turn they give me a discount. I pay Sky for a service and they bundle in hundreds of pay channels so I don’t need to pay per channel.

The Sun newspaper bundles in video clips of premier league football and The Times are bundling Spotify.

Amazon offer their ebook lending library, prime and instant video in one package.

However, that is going to pale into insignificance compared to what comes next from your ISP.

There are strict rules in Europe that seek to prevent a broadband provider from charging a service extra to guarantee customers can connect at a reasonable speed whilst throttling competitors – which is good.

But those ISPs still need a way to differentiate one from another – speed is increasingly standard and most are moving away from caps.

Some rely on customer service to set them apart and others use triple play models of phone, TV and broadband.

The trend though is towards an end of landlines and away from linear tv. People have devices other than the set top box to watch tv shows (Apple tv, ps4, Xbox, Amazon Fire and Chromecast to name a few).

So what does your ISP do to keep you when all you want is an internet connection and prices are roughly the same? They bundle the web.

Soon we will see ISPs offering a high speed data service with bundled Netflix, Spotify and a newspaper of your choice – all cached within their network to give you a better connection – and as a bundle it will be cheaper than the separate parts.