Findings from Omdia’s consumer survey related to using bundling and value-added services (VAS). One way to restore growth is to raise ARPU. The focus has long been on bundling OTT video-streaming services, but the survey results show there are many other options.
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Digital Consumer Insights 2025: VAS Bundling and Increasing ARPU
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The Analyst Team
Pal Karlsen
Follow AnalystSenior Analyst, Emerging Consumer Services
Pal Karlsen works in the Service Provider Consumer team at Omdia. He focuses on consumer opportunities for telecommunications companies in compatible areas such as gaming, financial services, and sustainability. He also specializes in advanced messaging, 5G/fixed broadband pricing, and bundling. Before working with telecommunications, he worked with various building technologies, focusing on how sustainability benefits and incentives affect and influence the markets.
He holds a Master of Arts in globalization and multinational corporations from SOAS University of London in London, England and a Bachelor of Science in business and economics from BI Norwegian Business School in Norway. Pål is based in London, England.
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