Quad-Play Definition

You’ll be hearing a lot about Quad-Play in the next few months. But what is it?

Quad-play is the provision of all four telecoms services – mobile, TV, broadband and land line – all under one account by one provider. Sky is looking to add O2/Three to its offering; BT is talking to EE; Vodafone have announced plans for a TV and broadband service. Virgin and TalkTalk are already there. Everyone is at it.

Why does it matter to digital marketers?

Quad-play will reinforce multi-channel, multi-device usage by consumers. We will come to expect to be able to move seamlessly between devices, with no loss of user experience and no intrusive intermediate stages created purely to aid tracking. That will up the ante for all brands. Hand in hand with this will be more comprehensive data about user journeys and behaviours. This could provide new and exciting opportunities for programmatic. And my guess is that the use of mobile will receive yet another boost as providers won’t care which device you’re using to consume their content.

Here’s the full article I wrote for agenda21 Digital