Case study: Telenet group leads the way with cutting-edge entertainment marketplace
by Beccy Blount
As subscription fatigue and acquisition costs rise, successful businesses are turning to bundling and partnerships to deliver more value to their customers and drive sustainable growth. In this case study, we explore how Telenet group leveraged the Digital Vending Machine® (DVM™) from Bango to give customers across TV, broadband, and mobile a seamless way to access and manage all their favorite subscriptions in one convenient place.
Telenet group’s objective: Standing out in the golden age of streaming
The subscription video-on-demand (SVOD) landscape is booming. As more platforms launch new services, tiers, and content bundles, consumers are left to navigate a maze of complexity, cost, and choice. Questions around managing subscriptions, switching tiers, or even deciding which platform to choose are creating frustration. In this crowded market, operators and device manufacturers are vying to be the preferred content gateway – Telenet group saw an opportunity to differentiate by solving these pain points with a simple, unified experience that adds value.
Their goals were clear:
- Introduce a standout digital service in a competitive environment delivering access to a range of subscription content in one convenient place
- Increase ARPU, build stronger retention and loyalty among any customers having digital TV, internet and/or mobile
- Strengthen Telenet group’s position as a customer-centric digital service provider
The solution: The Digital Vending Machine® (DVM™) from Bango
One integration to the Bango DVM enabled Telenet group to unlock multi-channel access to its entertainment marketplace, a centralized subscriptions hub containing a growing number of leading subscription services powered by the Bango DVM.
By removing the complexity of launching, managing, and delivering new content offerings, the Bango DVM enables Telenet group to provide a seamless, quick and efficient consumer experience across TV, mobile, online and offline channels.
The Bango DVM empowers Telenet group to:
- Deliver multi-channel access to subscription offers and bundles – via TV, mobile, online and offline
- More easily onboard premium subscription service partners
- Present a wide range of offers including bundles, discounts and tier upgrades
- Gain key insights to tailor bundles and promotions based on real customer behavior
- Diversify future subscription services offers to include Sports, SVOD, gaming, music and more
This partnership turned what was once a technical and operational complexity into a flexible, customer-first business opportunity.
“Our goal is to provide customers with the most seamless and engaging entertainment subscription experiences,” said Ivor Micallef, Director Product Entertainment at Telenet group. “In a highly competitive industry, the Bango DVM™ sets us apart, allowing us to deliver a sophisticated variety of bundled entertainment subscription offers. Customers can easily activate, deactivate, and access the best deals, putting them in complete control of their subscriptions via a single Telenet bill.”
The result: A next-generation entertainment marketplace
Telenet group launched its enhanced entertainment marketplace: a simple, unified destination where customers can access, manage, and enjoy a range of SVOD services and offers. Initially rolled out for Telenet TV customers, the service expanded to all broadband and mobile subscribers via “My Telenet.”
Thanks to the Bango Digital Vending Machine, the marketplace is now available across multiple channels: TV, web, mobile app, and in-store or via Telenet group call centers. This multi-channel access significantly enhances the marketplace’s reach and impact, giving customers more flexibility and convenience than ever before.
Key benefits include:
- Centralized subscription management: Easily accessed in one convenient place
- Exclusive bundle offers: Better value through curated deals
- Complete flexibility: Add, switch, pause, or cancel services at any time
This next-gen approach positions Telenet group at the forefront of digital entertainment, offering customers simplicity, choice, and exceptional value – all in one place.
Telenet group reported that churn reduced by 26% for customers who took a bundle
A new customer experience
Telenet group’s entertainment marketplace puts customers in the driver’s seat, giving them a simple, flexible way to access and manage their favorite subscription services, all in one place. Whether they’re looking to explore something new, save money through bundled deals, or take a break from a subscription, Telenet group makes it easy to personalize their entertainment experience to match their lifestyle.
Through the marketplace, customers benefit from:
- Seamless activation of bundled subscription offers with minimal setup
- Convenient payment and inclusion of new subscriptions into existing Telenet plans
- Exclusive discounts when subscribing to two or more services
- Flexible control to upgrade or downgrade subscription tiers anytime
- Subscription breaks made easy – pause or reactivate services on demand
Telenet group empowers customers to enjoy the entertainment they want, when they want it. With a frictionless user experience and real value built in, the entertainment marketplace reflects Telenet group’s commitment to delivering customer-centric innovation that enhances everyday digital life.
“Building on top of the Digital Vending Machine® from Bango, Telenet group isn’t just able to bundle subscriptions – it’s allowing us to deliver flexibility, clarity, control and an unmatched customer experience.” Ivor Micallef, Director Product Entertainment at Telenet group
Driving awareness: the marketing campaign
To support the launch of its renewed entertainment marketplace, Telenet group rolled out a high-impact marketing campaign designed to drive awareness, spark engagement, and convert interest into activation. The campaign followed a full-funnel strategy spanning awareness, consideration, and conversion, and was executed across multiple channels to reach customers wherever they were.
Telenet group activated a broad Above-The-Line (ATL) media plan including:
- Digital and social media campaigns to target users with tailored messaging
- Out-of-home (OOH) advertising to maximize visibility in key locations
- Dedicated landing pages to drive seamless conversion
- Retail activation in-store and through customer service channels
Building on their established brand campaign, Telenet group emphasized convenience and emotional resonance, positioning the marketplace as a flexible hub, customer-first solution. Central to the creative was the concept of freedom and control, highlighting the ability for users to effortlessly turn subscriptions on or off based on their needs and mood – captured in the campaign tagline: “That’s turning on or off what you feel like.”
This integrated marketing effort played a pivotal role in driving traffic to the entertainment marketplace, encouraging adoption, and reinforcing Telenet’s positioning as a leader in customer-focused digital experiences.
“We’re excited to be partners with Telenet group in bringing their visionary entertainment marketplace to life. With so many subscription services enabled through the Bango DVM™ including leading streaming services such as Netflix and Disney+, telcos can quickly bring to market sophisticated bundling offers. Telcos like Telenet group are leading the way by providing a simple, centralized platform that enhances the customer experience and makes access to and management of subscription services effortless.” Anil Malhotra, CMO at Bango
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