Customers prefer having just a single bill for their broadband and home phone services, according to broadband, home phone and mobile broadband provider O2.
The firm's Sally Cowdry made the claim while promoting O2 Home Phone, one of the "most important launches for us in the home space since we entered the broadband market", she said.
Speaking to industry magazine Marketing Week, Ms Cowdry said part of the appeal of a "bundle" offering is that people do not pay line rental and broadband bills to separate companies, as well as O2 customers having "no hidden charges on invoices".
She added: "We can offer the service that customers deserve without being misleading or over-promising.".
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