In January 2017, WUA conducted research into the online orientation behavior of consumers looking for an all-in-one package (telecom package). The 200 respondents had complete freedom to visit the websites that appealed to them most (free orientation).
In this research, Ziggo.nl and KPN.com take the lead with some distance followed by Telfort.nl and Vodafone.nl. The latter and former have announced they will merge, and although Vodafone had to divest its fixed internet services, we at WUA are very curious what this will mean for the market. We look forward to evaluating newcomer T-mobile, which has taken over Vodafone's internet services. Two years ago (2015), the merger of UPC and Ziggo also gave an interesting movement to consumers' online orientation behavior.
Offering: The 'Golden Trio'
If there's one lesson that can be drawn from this specific market, it's the power of the trio. Three packages side by side, quick overview and easy to compare. Over the years, we at WUA have seen many other, diverse attempts worldwide to present 3 packages. However, we see time and again that the method you can see in the screenshot below is the most successful.
Overview
One of the respondents notes: "Offering is clear, simple, not too large." The 3 options are visible on one screen. The potential customer immediately knows what's being offered: a budget package, a standard package and a premium package. It's logic that the average consumer understands.
Compare
Another respondent states: "Clear what the packages contain and the prices." And: "Benefits clearly under and next to each other, you can very easily compare the different packages." This method also makes comparison very easy. A telecom package consists of 3 elements: an internet element, a TV element and often a telephony element.
Because these are displayed at the same height, the differences can be read from left to right. Because premium packages often offer more than budget packages, we saw in the past that the different elements weren't at the same height. This prevents consumers from making the comparison easily and comparison loses its value, as do the packages.
KPN.com displays all TV options well next to each other, which makes comparison possible. The provider has cleverly chosen to list all features for all packages. Depending on the package, an aspect gets a checkmark or a cross. This makes the distinction clear. Ziggo.nl (see the screenshot below) ensures that even at the bottom of the list, the different aspects remain at the same height. This way, distinction and value are equally clear.
The custom package
If we were to paint the picture that ALL consumers would be satisfied with three packages, we would do the modern Dutch consumer a disservice. There are always those who like to compose their own package. This form is already standard in mobile telephony and keeps coming back in WUA's research into telecom packages.
All major providers offer a 'custom package' or have offered it in the past. We see that consumers often receive this package with mixed feelings. Although the principle could always count on praise, execution and overview were often a problem. However, Telfort seems to have succeeded in offering a custom package in a way that appeals to the general public.
An important characteristic of Telfort's approach is the overview ("There are sufficient choices and it's clear."). Customization pages can sometimes get bogged down in endless scrolling. This means the potential customer doesn't know what there is to choose from, or worse still, what they just chose. Telfort cleverly keeps the options small and compact ("just right, not too much and not too little.") By cleverly using an 'i', further explanation about the option becomes possible ("you can view the products well.")
