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Broadband deal add-ons such as VoIP, security and IPTV added a third to total market revenues last year, according to one analyst firm.

Point Topic's Consumer Broadband Value-Added Services report 2009 indicates that extra broadband package benefits also led to a 13 per cent increase in subscriber levels across the industry.

The firm reported that demand for add-ons increased at a faster rate than for broadband itself, displaying the high level of interest in advanced web services.

John Bosnell, Senior Analyst at Point Topic, commented: "Margins for basic broadband access are reducing all the time. That, along with pressure from competitors, is driving operators to push broadband bundles.

"They help operators retain customers and increase revenues, so the importance of value-added services to operators' revenue stream increases."

Mr Bosnell claimed that the increasing penetration of super-fast broadband worldwide only served to exaggerate this emerging trend.

Last week, Tim Johnson, Chief Analyst at Point Topic, claimed that the total number of UK broadband lines is now expected to reach 25.1 million by the end of 2014.

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