Differentiating fixed connectivity for small businesses: effective strategies for telecoms operators

Operators need differentiated propositions to grow their market share. However, widespread fibre coverage, the use of similar wholesale inputs and competition from low-cost providers are making differentiation challenging.

This report provides:

• an overview of the challenges facing operators when selling fixed connectivity services to small businesses
• an assessment of how and when operators should use price discounts to attract customers
• an outline of the service improvements operators should bundle with their business broadband offerings and of which services should be reserved as paid-for add-ons
• examples of network-enabled, partnership-based and commercial innovations that operators can use to create more distinctive propositions.