I think I may have mentioned total communications in this blog before - it is also known as quad play in Romania and it refers to an operator providing mobile and fixed voice services (you cannot say landline because it may not be landline), Internet communication and TV.
In Romania two companies are doing it, Romtelecom (Cosmote - mobile, Dolce - TV and ClickNet - Internet) and RCS/RDS (DigiMobil as mobile operator).
Now Orange has locked hands and offers with UPC to provide a combo deal where you get fixed phone and cable TV + Internet from UPC and a mobile subscription from Orange. Richard Moatt (CEO Orange) says in an interview for ZF that they are thus 'prospecting quad play' but they do not intend to get into TV too soon (Orange already has mobile, Internet and fixed in Ro).
What I find interesting is that quad or triple was initially considered because it was a cheap way to get more money by aggregating distribution and promotion costs - because you had one medium - say cable - and you used it to provide landline phone, Internet and TV. In addition, you also maximized admin costs - one network, one team of engineers. Now, if you invest in cable for your Internet but provide 3G mobile it seems to me that the optimization objective is somehow defeated.
Can someone explain why quad play is so important that you'd sacrifice your overheads and invest in additional technology (which ostensibly will increase your costs and thus your price and thus reduce revenue) and, in this particular case, also make a partnership with a highly criticized operator like UPC?
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.