Virgin Media has become the first operator in the UK to offer a quad-play bundle featuring broadband, TV, mobile phone and landline services.
The company's “Big Bundles” can be tailored to individual families and extras can be added at any time. Prices start at £30 (€36.50) a month.
The Big Kahuna bundle offers 152Mb superfast broadband, a TiVo set top box, a home phone line, and a SIM with 250MB of data per month plus unlimited texts and minutes. Virgin also includes its TV Anywhere service, which allows its services to be accessed through a number of different devices.
Dana Strong, chief operating officer at Virgin Media said: “Our fantastic new bundles deliver unprecedented value as standard. For the first time, households will be able to get the best broadband together with the UK’s best value mobile SIM, as part of a bundle perfectly tailored to the customer’s needs."
The move is a first for the UK market, with operators traditionally opting to compete on mobile contracts. EE offers fixed line broadband but none of the UK's four players offer television services.
Quad-play is being increasingly seen as a fertile area for operators to move into as it improves ARPU. Mobile operators have been acquiring or eyeing fixed line companies in a bid to lock in customers into more lucrative contracts.
Vodafone is one such operator, paying €7.2 billion to buy Spanish cable operator Ono as it looked to build upon its broadband and Pay-TV portfolio.
At the time of the acquisition, Group CEO Vittorio Colao said the buy would create value for the operator, given the strong demand for unified communications packages. Six months previously, it bought German cable operator Kabel Deutschland for €7.7 billion.
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