The Coming of Super Bundles

I’ve written extensively about the growing trend of unbundling happening to the cable TV bundle. Voices in tech keep highlighting the cyclical nature of this trend where everything that was once bundled becomes unbundled only to be bundled again. The important observation we cannot escape is the inherent value in bundles. Bundles work for a variety of reasons but mostly because once a company has a billing relationship with a customer, it is effortless for them to layer value. So while we are currently in a partial phase of unbundling TV content, the reality is it will all become bundled again quite quickly. But the interesting new wrinkle I see coming is the rise of what I call the super bundle.