We hear a lot about triple play - TV, broadband and telephony services - in Switzerland from both Cablecom and Swisscom. When do we hear about quadruple-play? And I would already be happy with a different data play with broadband and mobile in one neat package at an affordable price.

See also:
About the risks of IPTV

Hence IPTV—a sort of last-ditch charge by a cornered beast. For by switching to fast, new internet-based networks, telecoms companies will also be able to catch up with their cable rivals by offering entertainment, internet access and voice services over their networks. Better yet, those telecoms firms that also own mobile-phone subsidiaries might outdo their cable rivals by adding cellular service, to create a “quadruple-play bundle”.

[...] But in the telecom's nightmare scenario, customers may simply sign up to their huge bandwidth and then use it not to buy the services touted by the telecoms firms but instead to obtain independent or web-based services, such as Skype for making calls or (when the service is launched) Netflix for downloading movies. Can the telecoms firms do anything to stop that?