Gartner Research

Build Better Bundles for Software and Service Products

Published: 29 January 2019

ID: G00379639

Analyst(s): Carrie Cowan , Laurie Wurster


Successful packaging strategies turn individual features and functions into value-based product bundles that make sense to buyers. Tech CEOs must consider customer buyer behavior, competition and context to assemble compelling bundles.

Table Of Contents


  • Introduction
  • Primary Models for Product Bundling
  • Best Practices for Developing a Bundling Strategy
    • Apply Segmentation Early and Often
    • Aim to Exceed the Competition
    • Use Context to Drive the Perception of Value
    • Test and Iterate Often, With Both Internal and External Stakeholders

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