Virgin Media’s latest fixed–mobile product launch may signal a market shift towards convergence

The UK cableco and mobile virtual network operator (MVNO) Virgin Media overhauled its bundle line-up in April 2019, which targets its fixed customers by offering them a broadband speed boost when they take up Virgin mobile and broadband bundles. This move makes Virgin Media the most-aggressive fixed–mobile convergence (FMC) player in the market. Rival players have yet to respond to this initiative. In this comment, we analyse Virgin Media's new offer in more detail, discuss the potential motives behind its introduction as well as the impact it is likely to have in the market, and finally consider the probable responses from Virgin's competitors.