Defending Against Fixed-Mobile Substitution:
detailed operator case studies 

Published by Analysys Mason (December 2005)

 

Dr Alastair Brydon, CEO of Sound Partners Dr Alastair Brydon
CEO of Sound Partners

Dr Mark Heath
Director of Research, Sound Partners

 

  “Fixed-network operators need to respond to the assault on their voice revenues by mobile operators. As fixed-voice lines, usage and revenue have declined, operators have used a variety of tactics to fight back. Here we present case studies packed with ideas for effective tariffing, service innovation and marketing initiatives.”  
 

Product overview

The capacity and cost base of 3G networks enables mobile operators to compete aggressively with fixed networks for a much bigger share of the voice market. Fixed–mobile substitution is a major threat for fixed network operators, causing voice traffic to migrate to mobile networks and (in some cases) initiating the complete removal of fixed-line services.

Fixed and integrated network operators must either defend against this trend or embrace their own mobile or converged services. This report presents detailed case studies of operators at the front line of defending against fixed–mobile substitution. They illustrate tariffs, promotions and services that can be deployed to maintain fixed-usage levels and prevent customers from relinquishing their fixed lines. The report is an essential reference for every fixed and integrated operator and provides mobile operators with an insight into the defensive measures they will face as they attack fixed networks.  

  

Full information on the report 

Click here to get full information on the report from Analysys Mason.

 

This report answers your key questions

Defending Against Fixed-Mobile Substitution: detailed operator case studies answers your key questions:

  • How can tariffs be used to keep customers using their fixed voice services?

  • How can broadband access and services be used to strengthen the need for fixed voice lines?

  • How can fixed terminals be reinvented to compete with the appeal of mobile devices?

  • How can other services be used to increase the value of fixed voice and increase usage?

  • How should marketing be used to defend against fixed–mobile substitution?

  • What is the role for converged fixed and mobile voice services, such as BT Fusion?