The business concept of bundling products and services is far more than just adding a service to a product. It deals with a new market concept, where the bundle attracts customers who wouldn’t buy the product without bundle. A well known example is market development the mobile phone.
A mobile phone as such was considered (and still is) as too expensive. The problem was (and still is) that the costs are higher than the perceived value. So one may conclude that there is no market for mobile phones.
However the service of a telecom company (connecting people at any moment they want) has a high perceived value (say. 0,40 € per minute) in combination with low costs (say. 0,10 € per minute).
The marketing trick in such a case is to combine the product and the service in one bundle. See Fig, 3,3.