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시장보고서
Defending the line: counter FMS strategies for fixed operators
| 리서치사 |
Ovum, Ltd. |
| 발행일 |
2006년 02월 |
상품코드 |
36659 |
| 페이지 정보 |
32 PAGES |
| 가격 |
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Abstract
Most fixed operators today show a decline in their fixed lines, and all of
them link this decline to fixed-to-mobile substitution (FMS). FMS is also
damaging to most integrated players as well as pure fixed operators. This is
because the revenue loss associated with the loss of an access line is
typically greater than the gain from a customer's greater mobile spend.
FMS today is real and growing, but it is not unstoppable, and fixed operators
can defend themselves against it. The defence against FMS must take into
account three key planks:
- users' perspective on FMS
- mobile operators' strategies to promote FMS
- current and potential strategies and tactics to defend against FMS.
Table of Contents
Management summary
- Fixed-to-mobile substitution: strong but not unstoppable
- Users' perspective on FMS
- Mobile operators' perspective on FMS
- Fixed operators' defence to FMS
FMS in context
- FMS: defending the line
- Defending against FMS: the strategic framework
The user perspective on FMS
- Fixed-only is no longer an option
- Drivers and barriers for FMS
- Unique mix for different segments
- Consumer perspective
- Business perspective
The extent of the mobile threat
- Current pressure points for mobile operators
- Mobile operators and FMS in the future: Ovum view
Fixed operator defences against FMS
- Address the drivers and barriers for FMS
- Strategic defences against FMS
- Broadband bandwidth and cost advantage
- Marketing-based initiatives
- No silver bullet
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