Fixed-line VoIP
Many consumers are hanging on tight to
their fixed-line phone numbers and their POTS line equip-
ment (cordless phone) rather than migrating to mobile
for all in-home calling. Therefore, a complete solution for
FMS may require supporting fixed-line telephony as well.
Several operators are considering this type of service.
While the basic HZ2.0 services center around low-cost
voice, there are many opportunities to add unique elements
to the service (Figure 3).
concLUSion
Mobile operators are rolling out HZ2.0 service offers for
clear strategic and tactical reasons. They are being used to
increase loyalty, subscriber ARPU, mobile usage, as well as
to capture and retain broadband subscribers.
Yet crafting the HZ2.o offer is critically important. En-
suring the service objectives are clear and well defined is
key to developing an effective service offer.
Orange's HZ2.0 offer, Unik, is an example of a well-
crafted offer that has been an unqualified success. Unik
subscribers generate 10% more ARPU, and 15% of Unik
subscribers are new to Orange. In the first nine months,
Orange recorded more than 500,000 devices sold. This was
estimated to reach 1million by year-end 2007 (figures un-
available at press time).
Taking advantage of the multitude of opportunities
to expand service, an operator can measurably increase
subscriber minutes and capture new revenues. In today's
increasingly competitive environment, a strong HZ2.0
service offer is a strategic imperative to meet an operator's
long-term goals.
Usage
Locations
Operator
Broadband
Any
Broadband
Operator
HotSpots
Any
HotSpot
International
Fixed Line
VoIP
Not
Applicable
Not
Applicable
Appl
y onl
y f
or DMH ser
vices
Figure 3: Common service additions to Home Zone 2.0 offers