Fixed Operators Must Respond to 3G

Europe UK : Research and Markets has announced the addition of Defending Against Fixed-Mobile Substitution: Detailed Operator Case Studies to their offering.

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 and integrated network operators must either defend against this trend or embrace it with their own mobile or converged services. This report presents extensive case studies of operators at the front line of defending against fixed-mobile substitution. They illustrate tariffs, services and promotion that can be effective in maintaining fixed usage levels and avoid customers 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.

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?

"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 tariffs, services and marketing," Dr Alastair Brydon

Who should read this report?

- Fixed-only network operators: Acquire a host of ideas for maximising the value of your fixed voice business, by reducing the desire for customers to relinquish their fixed lines and maximising their fixed voice usage.

- Fixed and mobile network operators: Understand the options for maintaining the value of your fixed network voice business, as part of your wider strategy on fixed-mobile convergence. - - Mobile-only network operators: Gain insight into the tactics of fixed operators in the battle for voice minutes and lines.

- Equipment and handset vendors: Identify the opportunities for infrastructure and handset sales to help fixed network operators to defend their voice businesses with services and tariffs. - - - Investors and analysts: See detailed examples of the tactics being applied to slow down fixed-mobile substitution and the impact these are having.

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