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3rd December 2008
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Home » Maximising Wireless Profit Program » 2008 » Fixed-Mobile Convergence » MNO Convergence Positioning StrategiesJune 2008 (39 pages)Over the past year, MMD has produced a number of 'Convergence Watch' papers highlighting MNO and Competitor initiatives in addressing convergence opportunities across Europe's largest markets, such as the UK, France, Germany, Italy and Spain.
These papers detail the strategies being adopted by individual players in these markets and their rate of success to date. This paper takes a different approach, analysing major MNO approaches to convergence, examining how their market positioning varies with market specific circumstances, including market penetration, and levels of competition and regulation. It complements the report Successful Multi-play Market Strategies (May 2008) which looks in more detail at specific offerings available across the European market place from a range of operators.
In this report we also critique the merits of the MNO positioning strategies taking particular account of the addressable market and revenue contribution anticipated and conclude with a number of concrete recommendations for MNOs addressing the issues of a converging market place. Price: EUR 2,500.00 / GBP 2,000.00 if you would like learn more about this report, or our other work in this topic area and how to subscribe, please contact us
| Table of Contents |
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| 1 | OVERVIEW | 1 |
| 2 | INTRODUCTION | 2 |
| 2.1 | Background to the Report | 2 |
| 2.2 | Report Content | 2 |
| 2.3 | Currency Conversions | 3 |
| 3 | MOBILE ORIGINATING CONVERGENCE PROPOSITIONS | 4 |
| 3.1 | Introduction | 4 |
| 3.2 | Developing the Mobile-only Segment | 4 |
| 3.2.1 | Tariff Incentives to Migrate Minutes | 4 |
| 3.2.2 | Home Zone Originated Tariffs | 5 |
| 3.2.3 | Mobile Broadband as Fixed Broadband Substitute | 5 |
| 3.3 | Mobile Plus Fixed Broadband | 7 |
| 3.4 | Mobile Plus Broadband with separate Fixed Line Rental | 7 |
| 3.5 | Mobile Plus Broadband with Integrated Fixed Line Rental | 8 |
| 3.6 | Mobile Plus Broadband with no Fixed Line Rental Required - Naked DSL | 9 |
| 3.7 | Mobile Plus Broadband With VoIP Based Home Originated Calls | 9 |
| 3.8 | Multimedia Convergence on Single Device | 11 |
| 3.8.1 | X-Series from 3 | 11 |
| 3.8.2 | Mobile TV from 3 in Italy | 12 |
| 3.8.3 | The Apple iPhone | 13 |
| 4 | MNO PAN-EUROPEAN POSITIONING STRATEGIES | 17 |
| 4.1 | Major European Market Context | 17 |
| 4.2 | Vodafone | 18 |
| 4.2.1 | Mobile Centric Strategy | 19 |
| 4.2.2 | Home Zone plus DSL | 19 |
| 4.2.3 | Late Shift to Fixed Strategy | 20 |
| 4.2.4 | New Service Opportunities | 20 |
| 4.2.5 | Efficient Billing Services | 20 |
| 4.3 | Orange | 21 |
| 4.3.1 | Clear FMC Focus | 21 |
| 4.3.2 | Consistent Convergence Approach | 23 |
| 4.3.3 | Entertainment as a Driver | 23 |
| 4.3.4 | Is NeXT Working? | 23 |
| 4.4 | T-Mobile | 24 |
| 4.4.1 | Social Networking Trend | 25 |
| 4.4.2 | Growth in Mobile Broadband Devices | 25 |
| 4.5 | T-Home Entertain, web'n'walk, iPhone, MyFaves | 25 |
| 4.6 | Telefonica/O2 | 26 |
| 4.6.1 | Local Focus | 26 |
| 4.6.2 | iPhone | 26 |
| 4.7 | 3 Group | 26 |
| 4.7.1 | Characterised by Innovation | 27 |
| 4.7.2 | 3 UK | 27 |
| 4.7.3 | Italy | 27 |
| 4.7.4 | Skype | 28 |
| 4.7.5 | Mobile Broadband | 29 |
| 4.7.6 | 3 Like Home | 29 |
| 4.7.7 | Divestiture | 29 |
| 5 | MNO CONVERGENCE POSITIONING | 31 |
| 5.1 | Convergence Positioning Strategies by Market | 31 |
| 5.2 | Call Stimulation and Churn Reduction | 33 |
| 5.3 | Home Zone versus WiFi | 33 |
| 5.4 | Growth of Mobile Broadband | 34 |
| 5.5 | Market Share Impact on Strategy | 34 |
| 5.6 | Incumbent Market Power | 35 |
| 5.7 | Virtual Network Operations and Sub-branding Strategies | 35 |
| 6 | CONCLUSIONS | 37 |
| 7 | RECOMMENDATIONS | 39 |
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