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Using FMC sub-brands to address new market segments

Simon Lumb Analyst, Research

"FMC sub-brands can offer operators both an opportunity to target new market segments with different service propositions, and insulation against challengers."

The increasing diversification among fixed–mobile convergence (FMC) offers is leading to an increase in competition in the lower end of the market. This report investigates the factors that operators should consider before launching a sub-brand FMC proposition.

This report provides:

  • an assessment of the conditions that may necessitate the launch of a sub-brand FMC proposition
  • recommendations about how operators may structure any sub-brand proposition for maximum effect
  • a detailed review of the current FMC sub-brand propositions.