BELL TO BUNDLE SERVICES
By Adnews Staff
Toronto-based Bell Canada is taking advantage of looser regulatory rules. The telecommunications company has joined forces with its partner companies to bundle their products and services with each other. The partner companies are Bell Mobility and Tele Direct, both of Toronto, as well as ExpressVu Inc. of Mississauga, Ont. Bell decided to begin bundling services because regulatory rules have loosened up to allow the plan, and customer research has shown that they want service packages that make sense and don't give them any services that they don't want, Ontario sales and consumer market group vice-president Josee Goulet told Adnews this week.
The first bundled package of services was launched in May in Ontario and Quebec. Called SimplyOne, the package integrates wireline telephone service with wireless service. For example, incoming calls ring at a customer's home telephone first. If the line is busy, or there is no answer, the call is automatically directed to the wireless telephone. If that line is busy, or if there is no answer, the call goes to a single voice mailbox. The service includes a voice mailbox and phone conferencing, as well as 30 minutes of wireless air time. There is a cost of 25 cents for each additional minute. A second plan for higher-volume users features 200 minutes of air time and costs 25 cents for each additional minute. SimplyOne is geared to consumers, home office and small business professionals.
The bundled services will either be promotional in nature or product-based. A promotional package would be a price incentive. For example, if you order one service, you will get another for free. The product-based package would be one like SimplyOne. Bell is keeping the lid on bundling plans, but did say the next one would be available in September and will be geared to students. Other packages may be seasonal such as a Christmas bundle.
With ExpressVu, a direct-to-home satellite company, Bell may offer a package that would include the ExpressVu service, local phone service and Internet access for one price. Another advanced package could be a connection and entertainment bundle, which would give customers local phone service, Internet access and allow them to use their TVs as telephones as well. ExpressVu launched its direct-to-home satellite TV service last September. It offers over 100 channels of Canadian and U.S. networks, sports and movie channels, as well as music stations. In the fall, it will offer 200 channels.
Separately, Bell Ontario has chosen two agencies to handle advertising for Bell and ExpressVu. Cossette Communication-Marketing of Toronto has won the creative and media planning portion of the business and BBDO/McKim Media Group of Toronto has been handed the media buying portion of the account worth $60 million. The agencies were chosen after a review with four other Toronto agencies: MacLaren McCann, Vickers & Benson Advertising, TBWA Chiat/Day and Leo Burnett Co. The incumbents on the business were BBDO, Leo Burnett and Cossette.
Bell Canada, Bell Mobility, Tele Direct and ExpressVu are owned by Toronto-based BCE Inc. of Toronto.