• by David Goetzl  @dgoetzl, October 27, 2008

Cable operator Cox Communications, which pioneered the "triple play," is set to launch a quad option. The company said it would begin offering customers wireless services in a bundle along with the triple play of cable TV, phone and Internet.

A customer will be able to subscribe to all four and pay one bill starting next year. The wireless offering will be available via a partnership between Cox and Sprint.

"Wireless service will be a key driver to Cox's future growth," said Pat Esser, president of Cox Communications.

While it partners with Sprint, Cox is developing its own wireless service that it expects to also launch next year. Cox said the Sprint link allows it to "quickly enter the market."

Cox's adoption of a wireless offering underscores the importance service providers are placing on not getting left behind as consumers increasingly communicate and consume content on the go. The issue is especially crucial for cable companies as they are now competing with Verizon and AT&T for customers--as both telco companies are launching TV services and already have robust wireless offerings.

Cox began offering a "triple play" bundle in 1997.