'It's the Bundle, Baby'

摘要

Even Joe Rooney, who likes to say that selling Cox's products "is the best and easiest job in the world," admits the cable industry is facing a knockdown, drag-out fight with some of the world's largest and best-capitalized companies. "We are confronting the biggest competitive challenge in our history," the senior vice president of marketing at Cox Communications argues. He's the king of "bundling"-packaging cable, phone and high-speed Internet services into one consumer package. It's a tough business. "In every one of our product categories-video, high-speed data, and voice-we have competitors that are very strong, very large, and/or very desperate," he points out. "It's become a battle of bundles. It's the bundle, baby."