Telecom Companies Push Bundled Services via Mail Offers

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Telecom companies have boosted their marketing of bundled service packages through direct mail campaigns, according to Mintel International Group's Comperemedia, a Chicago-based media monitoring system.


Mintel said estimated mail volume for this type of offering was more than 200 percent higher in January than it was in January 2003.


"This large increase of direct mail for bundled telecom services is primarily due to cable companies' more aggressive marketing of packages with cable modem and cable TV services and, most recently, phone services," said Andrea Wald, telecom analyst for Mintel's Comperemedia.


Wald said cable modem and cable TV were the most frequently seen bundled components. Nearly three-quarters of the bundled services packages included cable TV and 67 percent included cable modem.


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