|
市場調査レポート
FMS戦略
FMS strategies: taking a slice of the fixed revenue pie
| 発行 |
Ovum, Ltd. |
| 出版日 |
2006年07月 |
商品コード |
44553 |
| ページ情報 |
英文 24 PAGES |
| 価格 |
|
|
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.
Table of Contents
Why attack the fixed line?
- A rising tide
- 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
- Note: the size of the circle indicates the importance of that factor
- Business perspective
Fixed operator defences against FMS
- Strategic defences against FMS
- Broadband bandwidth and cost advantage
- Pricing initiatives
- Bundling initiatives
- Promotions
Attacking FMS strategies
- Careful segmentation
- Targeted reduction of mobile premium
- Provide broadband access substitutes
- Marketing of simplicity and convenience of cellular
- Greater handset choice
- Address non-price barriers to FMS
|
