Good article in this month's Fast Company: The Urge to Unbundle.
Welcome to the Itemized Economy, where everything has its price. In more and more industries, customers are demanding (and getting) the opportunity to buy exactly what they want and nothing more. For this, thank the Internet, which has made us all better shoppers. And thank the Wal-Mart phenomenon: These days, we're all cheapskates in search of a spend-less strategy.
No suprise that I'm a big fan of this approach; I wrote a couple posts about it here and here back in October. But like everything else, the decision to unbundle depends on your audience. As the article points out,
Inexperienced customers may appreciate the convenience of a package, says University of Mississippi economics professor William Shughart. But knowledgeable purchasers, he says, "will reject bundles that are not the right mix from their point of view. And they will search for other sellers who allow them the option of picking and choosing."
It's likely that you've got a mix of experienced and inexperienced customers in your base. Unfortunately, most companies push bundles (for increased 'stickiness') for lower prices than their a la carte items. This approach can alienate your more knowledgeable customers who feel price-punished for wanting to get the right mix of services for their needs. If they can get the individual parts elsewhere for less, they will.