Bundled pricing…

is a powerful technique for driving mobile voice usage and kick-starting much-needed new revenue from mobile data services, according to an Analysys report.
‘Bundles can encourage users to adopt and use more data services than they would if the services were purchased individually,’ says the report. And ‘a particular benefit of bundled pricing is that it reduces the emphasis on the price of individual services, making it more difficult for customers to compare prices among competing operators.’