Anil Malhotra, co-founder of Bango and expert in global marketing, dives into the evolving landscape of subscription bundling. He reveals how consumer demand for flexible options is reshaping media. The conversation highlights the transition from traditional cable to on-demand subscriptions and the role of social media platforms. Anil shares insights from Bango’s research on 'super bundling,' discussing utility combined with entertainment and the importance of simplifying user experiences to avoid subscription fatigue.
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question_answer ANECDOTE
Bango Bundling Examples
Bango helped Continente launch a Disney+ bundle in 8 weeks for Christmas.
Bango also powers Verizon's Plus Play and My Perks bundles.
insights INSIGHT
Indirect Bundling Growth
Consumers increasingly use indirect subscription bundles.
Bundling offers choice, control, flexibility, and value.
insights INSIGHT
Top Bundlers and Channels
Top bundlers are telcos, followed by financial services and retail, then pay-TV.
Consumers primarily get bundles via mobile, retail, and pay-TV, favoring telcos overall.
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HOW IS BUNDLING RESHAPING MEDIA TODAY? In this episode of TheMedia Odyssey, hosts Evan Shapiro and Marion Ranchet dive deep into the world of subscription bundling with special guest Anil Malhotra, co-founder of Bango. They explore how the digital subscription economy is evolving, why consumers are increasingly turning to indirect subscription bundles, and how bundling can drive brand loyalty and lower churn rates. From streaming services to AI tools and retail subscriptions, Anil shares fascinating insights from Bango’s latest research report, Subscriptions Assemble, revealing key trends shaping the bundle economy. Learn more about how telcos, retailers, and even social media platforms are becoming key bundlers, and why the "digital vending machine" is revolutionizing the way subscriptions are managed.
Check out Bango's, "Subscription's Assemble" HERE (tap to go).
Anil Malhotra (Co-Founder, Bango): Anil is responsible for Bango’s global marketing activities and partnerships with app store, OEMs and global network operators. Anil has extensive experience of creating successful partnerships between fast-moving innovators and major market players. Before co-founding Bango, Anil developed global partnerships for Cyberlife Technology, one of Europe’s leading computer games technology developers, which resulted in the licensing of the company’s AI technology to the world’s leading games publishers including Warner and Hasbro. Before that he worked with Bango Exec Chair Ray Anderson at IXI, establishing a technology called X.desktop as the global user interface standard for networked computers.
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The Media Odyssey