<s>
A	O
software	O
bundle	B-Application
might	O
include	O
a	O
word	B-General_Concept
processor	I-General_Concept
,	O
spreadsheet	B-Application
,	O
and	O
presentation	B-Application
program	I-Application
into	O
a	O
single	O
office	O
suite	O
.	O
</s>
<s>
The	O
cable	O
television	O
industry	O
often	O
bundles	B-Application
many	O
TV	O
and	O
movie	O
channels	O
into	O
a	O
single	O
tier	O
or	O
package	O
.	O
</s>
<s>
The	O
fast	B-Application
food	I-Application
industry	O
combines	O
separate	O
food	O
items	O
into	O
a	O
"	O
meal	O
deal	O
"	O
or	O
"	O
value	O
meal	O
"	O
.	O
</s>
<s>
A	O
bundle	B-Application
of	O
products	O
may	O
be	O
called	O
a	O
package	O
deal	O
;	O
in	O
recorded	O
music	O
or	O
video	O
games	O
,	O
a	O
compilation	O
or	O
box	O
set	O
;	O
or	O
in	O
publishing	O
,	O
an	O
anthology	O
.	O
</s>
<s>
Most	O
firms	O
are	O
multi-product	O
or	O
multi-service	O
companies	O
faced	O
with	O
the	O
decision	O
whether	O
to	O
sell	O
products	O
or	O
services	O
separately	O
at	O
individual	O
prices	O
or	O
whether	O
combinations	O
of	O
products	O
should	O
be	O
marketed	O
in	O
the	O
form	O
of	O
"	O
bundles	B-Application
"	O
for	O
which	O
a	O
"	O
bundle	B-Application
price	O
"	O
is	O
asked	O
.	O
</s>
<s>
In	O
a	O
bundle	B-Application
pricing	O
,	O
companies	O
sell	O
a	O
package	O
or	O
set	O
of	O
goods	O
or	O
services	O
for	O
a	O
lower	O
price	O
than	O
they	O
would	O
charge	O
if	O
the	O
customer	O
bought	O
all	O
of	O
them	O
separately	O
.	O
</s>
<s>
Pursuing	O
a	O
bundle	B-Application
pricing	O
strategy	O
allows	O
a	O
business	O
to	O
increase	O
its	O
profit	O
by	O
using	O
a	O
discount	O
to	O
induce	O
customers	O
to	O
buy	O
more	O
than	O
they	O
otherwise	O
would	O
have	O
.	O
</s>
<s>
This	O
can	O
be	O
seen	O
in	O
consumer	O
electronics	O
bundles	B-Application
where	O
a	O
big	O
box	O
electronics	O
store	O
offers	O
all	O
of	O
the	O
components	O
for	O
a	O
home	O
theatre	O
setup	O
(	O
DVD	B-Device
player	I-Device
,	O
flatscreen	O
TV	O
,	O
surround	O
sound	O
speakers	O
,	O
receiver	O
,	O
subwoofer	B-Application
)	O
for	O
a	O
lower	O
price	O
than	O
if	O
each	O
component	O
were	O
to	O
be	O
purchased	O
separately	O
.	O
</s>
<s>
While	O
many	O
well-known	O
examples	O
of	O
bundling	O
are	O
all	O
products	O
or	O
services	O
from	O
the	O
same	O
store	O
or	O
provider	O
,	O
such	O
as	O
the	O
sports	O
package	O
for	O
a	O
car	O
or	O
a	O
grocery	O
store	O
's	O
gift	O
basket	O
,	O
in	O
some	O
cases	O
,	O
cross-industry	O
bundles	B-Application
are	O
assembled	O
and	O
sold	O
.	O
</s>
<s>
For	O
example	O
,	O
some	O
travel	O
agencies	O
have	O
vacation	O
tour	O
bundles	B-Application
that	O
may	O
include	O
air	O
tickets	O
,	O
rail	O
tickets	O
,	O
a	O
rental	O
car	O
,	O
hotels	O
,	O
restaurants	O
,	O
museum	O
and	O
sightseeing	O
attraction	O
tickets	O
and	O
live	O
music	O
event	O
tickets	O
.	O
</s>
<s>
These	O
bundles	B-Application
include	O
products	O
and	O
services	O
from	O
transportation	O
,	O
accommodation	O
,	O
tourism	O
,	O
food	O
service	O
and	O
entertainment	O
industries	O
.	O
</s>
<s>
Consumers	O
have	O
heterogeneous	O
demands	O
and	O
such	O
demands	O
for	O
different	O
parts	O
of	O
the	O
bundle	B-Application
product	O
are	O
inversely	O
correlated	O
.	O
</s>
<s>
For	O
example	O
,	O
assume	O
consumer	O
A	O
values	O
a	O
word	B-General_Concept
processor	I-General_Concept
software	O
at	O
$100	O
and	O
spreadsheet	B-Application
processor	O
at	O
$60	O
,	O
while	O
consumer	O
B	O
values	O
a	O
word	B-General_Concept
processor	I-General_Concept
at	O
$60	O
and	O
spreadsheet	B-Application
at	O
$100	O
.	O
</s>
<s>
With	O
bundling	O
,	O
seller	O
can	O
generate	O
revenue	O
of	O
$320	O
by	O
bundling	O
the	O
products	O
together	O
and	O
selling	O
the	O
bundle	B-Application
at	O
$160	O
.	O
</s>
<s>
Venkatesh	O
and	O
Mahajan	O
reviewed	O
the	O
research	O
on	O
bundle	B-Application
design	O
and	O
pricing	O
in	O
2009	O
.	O
</s>
<s>
A	O
1997	O
study	O
by	O
Mercer	O
Management	O
Consulting	O
,	O
in	O
Massachusetts	O
stated	O
that	O
good	O
bundles	B-Application
have	O
five	O
elements	O
:	O
(	O
1	O
)	O
the	O
package	O
is	O
worth	O
more	O
than	O
the	O
"	O
sum	O
of	O
its	O
parts	O
"	O
for	O
the	O
consumer	O
;	O
(	O
2	O
)	O
the	O
bundle	B-Application
brings	O
order	O
and	O
simplicity	O
to	O
a	O
set	O
of	O
confusing	O
or	O
tedious	O
choices	O
;	O
(	O
3	O
)	O
the	O
bundle	B-Application
solves	O
a	O
problem	O
for	O
the	O
consumer	O
;	O
(	O
4	O
)	O
the	O
bundle	B-Application
is	O
focused	O
and	O
lean	O
in	O
an	O
effort	O
to	O
avoid	O
carrying	O
or	O
including	O
options	O
,	O
goods	O
or	O
services	O
the	O
consumer	O
has	O
no	O
use	O
for	O
;	O
and	O
(	O
5	O
)	O
the	O
bundle	B-Application
generates	O
interest	O
or	O
even	O
controversy	O
.	O
</s>
<s>
Number	O
1	O
can	O
be	O
read	O
as	O
simply	O
that	O
a	O
bundle	B-Application
should	O
cost	O
less	O
than	O
buying	O
each	O
item	O
separately	O
;	O
however	O
,	O
even	O
if	O
the	O
bundle	B-Application
were	O
to	O
cost	O
the	O
same	O
in	O
dollars	O
,	O
a	O
bundle	B-Application
may	O
still	O
be	O
an	O
appealing	O
value	O
proposition	O
for	O
a	O
consumer	O
,	O
as	O
they	O
do	O
not	O
have	O
to	O
hand-pick	O
each	O
accessory	O
and	O
add-on	O
item	O
(	O
this	O
is	O
the	O
2nd	O
and	O
3rd	O
point	O
)	O
.	O
</s>
<s>
Bundling	O
is	O
often	O
thought	O
of	O
mainly	O
as	O
a	O
value	O
pricing	O
strategy	O
,	O
in	O
that	O
product	O
bundles	B-Application
often	O
cost	O
less	O
than	O
if	O
each	O
item	O
were	O
purchased	O
separately	O
.	O
</s>
<s>
As	O
well	O
,	O
even	O
though	O
many	O
bundles	B-Application
are	O
less	O
expensive	O
than	O
all	O
of	O
the	O
items	O
if	O
purchased	O
separately	O
,	O
in	O
some	O
cases	O
the	O
bundle	B-Application
costs	O
more	O
than	O
if	O
each	O
item	O
was	O
purchased	O
separately	O
;	O
this	O
tactic	O
is	O
particularly	O
effective	O
in	O
high-end	O
retailing	O
where	O
conspicuous	O
consumption	O
and	O
prestige	O
pricing	O
elements	O
come	O
into	O
play	O
.	O
</s>
<s>
Mixed	O
bundling	O
occurs	O
when	O
consumers	O
are	O
offered	O
a	O
choice	O
between	O
purchasing	O
the	O
entire	O
bundle	B-Application
or	O
one	O
of	O
the	O
separate	O
parts	O
of	O
the	O
bundle	B-Application
.	O
</s>
<s>
Bundling	O
in	O
political	O
economy	O
is	O
a	O
type	O
of	O
product	O
bundling	O
in	O
which	O
the	O
"	O
product	O
"	O
is	O
a	O
candidate	O
in	O
an	O
election	O
who	O
markets	O
his	O
or	O
her	O
bundle	B-Application
of	O
attributes	O
and	O
political	O
positions	O
to	O
the	O
voters	O
.	O
</s>
<s>
Bundles	B-Application
have	O
the	O
effect	O
of	O
reducing	O
search	O
costs	O
.	O
</s>
<s>
Reduces	O
consumer	O
choice	O
;	O
consumers	O
may	O
be	O
forced	O
to	O
buy	O
bundles	B-Application
which	O
do	O
n't	O
contain	O
all	O
the	O
things	O
they	O
wanted	O
,	O
and	O
contain	O
things	O
they	O
do	O
n't	O
want	O
,	O
and	O
may	O
even	O
be	O
pushed	O
into	O
buying	O
inferior	O
products	O
.	O
</s>
<s>
For	O
example	O
,	O
two	O
companies	O
both	O
sell	O
a	O
bundle	B-Application
containing	O
a	O
computer	O
and	O
an	O
operating	B-General_Concept
system	I-General_Concept
,	O
but	O
one	O
has	O
poor-quality	O
hardware	B-Architecture
and	O
one	O
has	O
poor-quality	O
software	O
.	O
</s>
<s>
The	O
consumer	O
wants	O
to	O
buy	O
each	O
company	O
's	O
good	O
product	O
,	O
but	O
ca	O
n't	O
unless	O
they	O
pay	O
for	O
two	O
computers	O
and	O
two	O
operating	B-General_Concept
systems	I-General_Concept
and	O
throw	O
one	O
of	O
each	O
away	O
.	O
</s>
<s>
A	O
new	O
company	O
which	O
sells	O
only	O
hardware	B-Architecture
or	O
only	O
operating	B-General_Concept
systems	I-General_Concept
also	O
has	O
to	O
persuade	O
the	O
consumer	O
to	O
throw	O
away	O
a	O
purchased	O
product	O
;	O
this	O
is	O
a	O
barrier	O
to	O
market	O
entry	O
.	O
</s>
<s>
In	O
the	O
computer	O
industry	O
,	O
bundled	O
software	O
is	O
distributed	O
with	O
another	O
product	O
such	O
as	O
a	O
piece	O
of	O
computer	B-Architecture
hardware	I-Architecture
or	O
other	O
electronic	O
device	O
,	O
or	O
is	O
a	O
group	O
of	O
software	O
packages	O
which	O
are	O
sold	O
together	O
.	O
</s>
<s>
Software	O
which	O
is	O
pre-installed	B-Application
on	O
a	O
new	O
computer	O
is	O
an	O
example	O
of	O
bundled	O
software	O
.	O
</s>
<s>
For	O
example	O
,	O
as	O
of	O
2017	O
,	O
most	O
desktop	O
,	O
laptop	O
and	O
mobile	O
computers	O
are	O
bought	O
pre-loaded	O
with	O
various	O
software	O
and	O
software	B-Application
applications	I-Application
(	O
"	O
apps	O
"	O
)	O
.	O
</s>
<s>
Early	O
microcomputer	O
companies	O
varied	O
in	O
their	O
decision	O
to	O
bundle	B-Application
software	O
.	O
</s>
<s>
BYTE	B-Application
in	O
1984	O
observed	O
that	O
"	O
Kaypro	O
apparently	O
has	O
tremendous	O
buying	O
and	O
bargaining	O
power	O
"	O
,	O
noting	O
that	O
the	O
Kaypro	O
10	O
came	O
with	O
both	O
WordStar	B-Application
and	O
Perfect	B-Operating_System
Writer	I-Operating_System
,	O
plus	O
"	O
two	O
spelling	O
checkers	O
,	O
two	O
spreadsheets	B-Application
,	O
two	O
communications	O
programs	O
and	O
three	O
versions	O
of	O
BASIC	O
"	O
.	O
</s>
<s>
Stating	O
that	O
year	O
that	O
a	O
computer	O
that	O
weighs	O
30	O
pounds	O
"	O
really	O
is	O
n't	O
very	O
portable	O
"	O
,	O
Creative	B-General_Concept
Computing	I-General_Concept
concluded	O
that	O
"	O
the	O
main	O
reason	O
that	O
the	O
Osborne	B-Device
was	O
a	O
success	O
was	O
not	O
that	O
it	O
was	O
transportable	O
,	O
but	O
that	O
it	O
came	O
with	O
a	O
pile	O
of	O
bundled	O
software	O
"	O
.	O
</s>
<s>
Compaq	O
,	O
by	O
contrast	O
,	O
did	O
not	O
bundle	B-Application
software	O
,	O
stating	O
that	O
"	O
You	O
remove	O
the	O
freedom	O
from	O
the	O
dealers	O
to	O
really	O
merchandise	O
when	O
you	O
bundle	B-Application
in	O
software	O
...	O
Why	O
should	O
you	O
be	O
constrained	O
to	O
use	O
the	O
software	O
that	O
comes	O
with	O
a	O
piece	O
of	O
hardware	B-Architecture
?	O
</s>
<s>
MacWrite	B-Operating_System
's	O
inclusion	O
with	O
early	O
Macintosh	B-Device
computers	I-Device
discouraged	O
developers	O
from	O
creating	O
other	O
word	O
processing	O
software	O
for	O
the	O
computer	O
.	O
</s>
<s>
Many	O
companies	O
sold	O
multimedia	O
upgrade	O
kits	O
—	O
a	O
CD-ROM	O
drive	O
,	O
sound	B-Device
card	I-Device
,	O
speakers	O
,	O
and	O
what	O
Computer	O
Gaming	O
World	O
described	O
as	O
"	O
a	O
boatload	O
of	O
bundled	O
software	O
"	O
—	O
during	O
the	O
mid-1990s	O
.	O
</s>
<s>
In	O
the	O
1990s	O
and	O
in	O
the	O
2000s	O
(	O
decade	O
)	O
and	O
2010s	O
,	O
many	O
consumer	O
electronics	O
companies	O
designed	O
home	O
theatre	O
equipment	O
bundles	B-Application
,	O
known	O
as	O
Home	O
Theatre	O
in	O
a	O
Box	O
(	O
HTIB	O
)	O
.	O
</s>
<s>
For	O
a	O
customer	O
who	O
already	O
owned	O
a	O
TV	O
,	O
and	O
in	O
some	O
cases	O
a	O
DVD	B-Device
player	I-Device
or	O
other	O
source	O
for	O
playing	O
back	O
movies	O
,	O
a	O
HTIB	O
package	O
provides	O
all	O
of	O
the	O
electronics	O
hardware	B-Architecture
,	O
speakers	O
and	O
cables	O
needed	O
to	O
set	O
up	O
a	O
home	O
cinema	O
.	O
</s>
<s>
There	O
are	O
three	O
grades	O
of	O
HTIB	O
bundles	B-Application
:	O
economy	O
bundles	B-Application
,	O
aimed	O
at	O
the	O
lowest	O
price	O
point	O
;	O
mid-tier	O
bundles	B-Application
,	O
the	O
most	O
common	O
type	O
;	O
and	O
higher-cost	O
HTIB	O
bundles	B-Application
made	O
by	O
BOSE	O
and	O
other	O
higher-end	O
manufacturers	O
.	O
</s>
<s>
The	O
most	O
serious	O
home	O
theatre	O
enthusiasts	O
do	O
not	O
typically	O
buy	O
HTIB	O
bundles	B-Application
,	O
as	O
they	O
are	O
a	O
more	O
sophisticated	O
target	O
market	O
.	O
</s>
<s>
As	O
such	O
,	O
the	O
most	O
serious	O
home	O
cinema-philes	O
typically	O
purchase	O
each	O
component	O
(	O
power	O
amplifiers	O
,	O
speakers	O
,	O
subwoofer	B-Application
cabinet	O
,	O
speaker	O
cables	O
)	O
separately	O
,	O
so	O
that	O
they	O
can	O
choose	O
which	O
items	O
meet	O
their	O
specific	O
movie-watching	O
goals	O
.	O
</s>
<s>
For	O
example	O
,	O
a	O
serious	O
home	O
theatre	O
enthusiast	O
may	O
wish	O
to	O
have	O
a	O
large	O
cabinet	O
subwoofer	B-Application
enclosure	O
with	O
heavy	O
bracing	O
,	O
a	O
type	O
and	O
size	O
of	O
subwoofer	B-Application
cabinet	O
that	O
would	O
not	O
be	O
found	O
in	O
any	O
HTIB	O
bundle	B-Application
due	O
to	O
its	O
large	O
size	O
and	O
high	O
cost	O
.	O
</s>
<s>
As	O
well	O
,	O
a	O
serious	O
home	O
theatre	O
enthusiast	O
may	O
wish	O
to	O
have	O
a	O
powered	O
subwoofer	B-Application
with	O
a	O
user-adjustable	O
crossover	O
,	O
a	O
"	O
subsonic	O
"	O
filter	O
and	O
other	O
higher-cost	O
advanced	O
features	O
.	O
</s>
<s>
In	O
oligopolistic	O
and	O
monopolistic	B-Application
industries	O
,	O
product	O
bundling	O
can	O
be	O
seen	O
as	O
an	O
unfair	O
use	O
of	O
market	O
power	O
because	O
it	O
limits	O
the	O
choices	O
available	O
to	O
the	O
consumer	O
.	O
</s>
<s>
The	O
plaintiffs	O
alleged	O
that	O
Microsoft	O
abused	O
monopoly	B-Application
power	O
on	O
Intel-based	O
personal	O
computers	O
in	O
its	O
handling	O
of	O
operating	B-General_Concept
system	I-General_Concept
sales	O
and	O
web	B-Application
browser	I-Application
sales	O
.	O
</s>
<s>
The	O
issue	O
central	O
to	O
the	O
case	O
was	O
whether	O
Microsoft	O
was	O
allowed	O
to	O
bundle	B-Application
its	O
flagship	O
Internet	B-Application
Explorer	I-Application
(	O
IE	O
)	O
web	B-Application
browser	I-Application
software	O
with	O
its	O
Microsoft	B-Application
Windows	I-Application
operating	I-Application
system	I-Application
.	O
</s>
<s>
Bundling	O
them	O
together	O
is	O
alleged	O
to	O
have	O
been	O
responsible	O
for	O
Microsoft	O
's	O
victory	O
in	O
the	O
browser	B-Application
wars	I-Application
as	O
every	O
Windows	O
user	O
had	O
a	O
copy	O
of	O
Internet	B-Application
Explorer	I-Application
.	O
</s>
<s>
The	O
"	O
package	O
"	O
price	O
depends	O
on	O
the	O
level	O
of	O
service	O
a	O
customer	O
prefers	O
within	O
each	O
bundle	B-Application
.	O
</s>
<s>
Google	B-Application
Fiber	I-Application
was	O
an	O
exception	O
to	O
widespread	O
consumer	O
dissatisfaction	O
.	O
</s>
<s>
Verizon	B-Application
and	O
the	O
two	O
satellite-TV	O
companies	O
—	O
T	O
's	O
DirecTV	O
and	O
Dish	O
Network	O
rated	O
better	O
than	O
Cox	O
Communications	O
,	O
Comcast	O
,	O
Spectrum	O
,	O
Optimum	O
,	O
CenturyLink	B-Application
,	O
SuddenLink	O
Communications	O
,	O
Atlantic	O
Broadband	O
,	O
Frontier	O
Communications	O
,	O
and	O
Mediacom	O
was	O
rated	O
at	O
the	O
bottom	O
.	O
</s>
<s>
Internet	O
providers	O
EPB	O
(	O
Fiber	O
Optics	O
)	O
and	O
Google	B-Application
Fiber	I-Application
received	O
top	O
ratings	O
for	O
value	O
.	O
</s>
<s>
Alternative	O
streaming-based	O
providers	O
of	O
cable	O
TV	O
channel	O
bundles	B-Application
in	O
the	O
United	O
States	O
,	O
also	O
known	O
as	O
vMVPDs	O
,	O
such	O
as	O
FuboTV	O
,	O
Hulu	O
+	O
Live	O
TV	O
,	O
Philo	O
,	O
Sling	O
TV	O
,	O
and	O
YouTube	O
TV	O
,	O
launched	O
in	O
the	O
2010s	O
,	O
providing	O
additional	O
options	O
for	O
consumers	O
who	O
want	O
access	O
to	O
linear	O
cable	O
channels	O
but	O
are	O
dissatisfied	O
with	O
local	O
providers	O
.	O
</s>
<s>
Additionally	O
,	O
reduced-price	O
bundles	B-Application
of	O
streaming	O
service	O
packages	O
,	O
such	O
as	O
The	O
Disney	O
Bundle	B-Application
,	O
are	O
also	O
offered	O
by	O
some	O
providers	O
.	O
</s>
