FMS strategies: taking a slice of the fixed revenue pie

리서치사	Ovum, Ltd.
발행일	2006년 07월	상품코드	44553
페이지 정보	24 PAGES
가격	US $ 2,437.50 ￦ 2,888,400 PDF by E-mail (Single User License) US $ 6,095 ￦ 7,222,500 PDF by E-mail (Global License)

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Abstract

In this report, Senior Analysts Carrie Pawsey and Angel Dobardziev analyse the opportunity for mobile operators' fixed-to-mobile substitution (FMS) strategies. In order to be successful, mobile operators need to understand the user perspective, recognise the competitive threat from fixed operators' fixed-mobile convergence (FMC) initiatives and apply best practices from FMS services and tariffs currently available in the market.

Arun Sarin, CEO of Vodafone, was quoted at the 3GSM Congress in Barcelona in February 2006, as saying that fixed-to-mobile substitution (FMS) 'is a massive opportunity' for Vodafone. At the same event, T-Mobile's CEO Rene Obermann was quoted as saying 'future growth will come from... fixed line substitution', as well as suggesting that 'mobile will progressively become the primary personal access to the Internet'. These two statements from two European market leaders are indicative of the mobile operator's appetite to tak.

Up until the last couple of years, mobile operators could afford to benefit from FMS largely in a passive way, as the declining mobile prices in combination with the convenience of mobile have attracted traffic and subscribers. However, today mobile operators are taking an increasingly proactive role in promoting FMS, as a way to grow their ARPUs, to compensate for the slow growth in premium data services and to justify their 3G investments, but also to counter fixed operators' FMC strategies.