Ziggo All-In-1 (Triple Play): From Access Provider To Entertainment Company
DDB Amsterdam
SUMMARY
Introduction
Dutch access provider Ziggo is a relatively young brand. Within an increasingly competitive and dynamic market, it needs to stand out amidst growing competition from other television, Internet and telephone providers.
The competition focused on price propositions and rational benefits from the bundling of services (Triple Play offerings). Ziggo took a different approach: a consumer-centered value proposition. It decided to be more than an access provider (network and technologies). To be distinctive, Ziggo needed to be an information, communication and entertainment provider, focusing on clients’ experiences...