Over the past several years, cable companies have made the transition to multi-service providers of more than just cable—a journey that started for Cox Communications with the launch of high speed Internet in 1996 and digital telephone in 1997. Cox has led the industry in “bundling” services. Yesterday, Cox announced that 57% of its nearly 6 million residential customers subscribe to more than one service—a 16% increase in bundled customers over the past year. But reflecting the ongoing transition away from just cable, Cox also has made a concerted effort recently to ensure a “line into every home” and pursue business out of every home passed by its network, even if that home has no interest in cable. Yesterday Cox announced success with that strategy, reporting an industry-leading number of non-video customers (432,000 of them) who choose Cox for high speed Internet and/or telephone, but not cable. Cox President Pat Esser described the rationale of Cox's "line in every home" strategy this way: “Our world is changing, and we needed to change our marketing strategies too.” Even so, Cox also saw strong video growth in the third quarter, growing basic cable subscriptions by 1.6%. Click here for Multichannel News' coverage of Cox's announcement.