Exploring the creation of systemic value for the customer in Advanced Multi-Play

This paper explores the creation of systemic value for the customer as it emerges in Advanced Multi-Play. An anomaly found in customer surveys suggested the possibility of systemic value creation at the offering level. In order to build a theoretical explanation for this anomaly, the role of intrinsic, user network and complement-network attributes is discussed, along with the concepts of complementarities, value of time and goal achievement. More daily communication goals are proposed to form a time boundary condition for an individual, which is relieved by integration providing systemic consistency, experienced as increased efficiency and convenience. As a result, one theoretical model is presented to describe the creation of customer value in the case of integrated offerings. Two propositions are derived from the model, followed by two hypotheses, which are tested. Results indicate customer value creation at the general offering level as a result of integration. The reliability and validity of cross-tabulation is concluded. Finally, suggestions for future research are presented.