Differentiating fixed connectivity for small businesses: effective strategies for telecoms operators
"To avoid competing purely on price, operators should aim to differentiate their offerings in areas such as enhanced service levels, faster fault repair and additional network capabilities."
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.
USD2199
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