Content Bundling

Content bundling refers to the inclusion of digital content in the subscription of connectivity services such as mobile data or fixed Internet.

Digital content that is typically bundled on these services include popular and highly demanded mobile apps, websites, video and music services.

Under content bundling, the Mobile Operator or Service Provider provides subscribers access to these form of content for free or at discounted rates. The free or discounted rates are worked out either as part of the Mobile Operator's or Service Provider's plan to increase the take-up on their mobile/Internet plans and are therefore borne by these Mobile Operators/Service Providers, or can be offered in partnership with the Content Providers who leverage Mobile Operators'/Service Providers' connectivity services to drive subscriptions on their Content services.

An example of content bundling is a 100 minutes free monthly access to Facebook or Twitter on mobile data plans, or similar free minutes for Skype and Whatsapp, both of which are voice and messaging apps respectively. Other examples include the bundling of music streaming services such as Spotify and video streaming services such as HBO Go or Netflix with mobile data plans or with fixed Internet services. 

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