Using FMC sub-brands to address new market segments
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.
Operators that do not offer fixed–mobile bundles may miss out on upselling to higher–spending customers
EE’s new fixed–mobile convergence strategy in the UK
Strategies adopted by mobile operators to launch fixed broadband services: ten operator case studies