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Fixed Mobile Convergence & Substitution: Wireless Operator Strategies

As mobile markets approach saturation with falling margins and increased levels of competition from both new entrants and fixed line players, FMC and FLS provide mobile operators with an opportunity to differentiate their propositions, increase ARPU and increase customer retention. In this paper, we draw from a series of in-depth case studies produced by Mobile Market Development earlier this year. We consider alternative substitution and convergence strategies. We also reveal the factors which should be considered when determining an operator's preferred substitution/convergence strategy. We analyse FMC and FLS drivers, inhibitors and the strategic issues that operators must consider when launching their service propositions. Drawing from examples of successfully implemented Fixed Line Substitution (FLS) and Fixed Mobile Convergence (FMC) strategies, we reveal:

1. Why operators should address FLS/FMC, and what are the key opportunities.
2. The key differences between Substitution and Convergence.
3. The drivers and inhibitors of FLS and FMC, and how operators should choose between these two strategies.
4. Several best practice examples of FLS/FMC.

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1
Overview
1
2
FLS/FMC Landscape
2
2.1
Why Address FLS/FMC?
2
2.2
Indicators of Substitution
3
2.3
Drivers of FLS/FMC
5
2.4
Inhibitors of FLS/FMC
7
3
FLS and FMC Strategies
10
3.1
Overview
10
3.2
Types of Proposition
10
3.3
Scale of Convergence and Substitution
10
3.4
Positioning
11
3.5
FLS Best Practice Propositions
11
3.5.1
O2 Genion
11
3.5.2
O2 Home
12
3.6
Best Practice FMC Propositions
13
4
FMC and FLS Key Lessons
17
4.1
Segmentation and Targeting
17
4.2
Simplicity of Service
17
4.3
Investment in Network Architecture
17
4.4
Organisation Structure
17
4.5
Importance of Sales Channels
17
5
Conclusion
18