Table of Contents
Why attack the fixed line?
- A rising tide
- FMS: the strategic framework
The user perspective on FMS
- Fixed only is no longer an option
- Drivers and barriers for FMS
- Unique mix for different segments
- Consumer perspective
- Note: the size of the circle indicates the importance of that factor
- Business perspective
Fixed operator defences against FMS
- Strategic defences against FMS
- Broadband bandwidth and cost advantage
- Pricing initiatives
- Bundling initiatives
- Promotions
Attacking FMS strategies
- Careful segmentation
- Targeted reduction of mobile premium
- Provide broadband access substitutes
- Marketing of simplicity and convenience of cellular
- Greater handset choice
- Address non-price barriers to FMS
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