The research study - comprised 600 consumer interviews with households that subscribe to multiplay services, either a la carte or as a bundle. Multiplay services defined as internet, landline telephone, mobile telephone and a digital TV service. It examines the appeal and preference for sourcing bundled services from single suppliers, in a market traditionally dominated by a la carte supplier arrangements.The main objective was to understand the success criteria for a supplier of multiplay services. Which services will consumers prefer to bundle? What is the optimum combination of services? Which types of supplier have a natural fit with the supply of bundled services to the home? What added value added services can smaller "single play" suppliers offer to compete in this market place? Do these added value services command a price premium? The submission will focus on how two innovative research methods were used to provide an insightul strategic overview of the success criteria in this market. The research results have been well received by the ISP industry and generated much interest. The study was sponsored by BT Wholesale.