provider can reach the consumer with a compelling service
offer. Therefore, the major determinant for success lies
with execution. How well and how fast the operator can
"go to market" with an FMC product ultimately decides the
outcome.
concept to cash. To this degree, FMC is similar to previous
major platform launches.
technologies, integration with IT systems and insight into
consumer behaviors. Over time, operators will overcome the
challenges of implementing FMC products, but will they be in a
winning position?
major product launch? Is FMC a mountain that will bog the
company down for several quarters or just another feature to
overlay on existing infrastructure?
mainstream shouting from the rooftops for FMC products.
and that the operator profits from it, the FMC product must
solve a "real" customer need.
Mobile operators today use cellular/Wi-Fi to accelerate
fixed-to-mobile substitution. This is not a real customer
need, but a service opportunity for the operator. It is a value
play for existing services and needs to be positioned correctly
to the subscriber.
In North America, a hybrid mobile/Wi-Fi device can
easily address coverage in the home, long a source of cellular
customer dissatisfaction. Inadequate suburban coverage
affects many customers regardless of operator.
It becomes far more challenging to identify real
customer needs that FMC can solve in ways that go beyond
home coverage and simple value plays. Operators must
identify these customer needs if FMC is going to have a
long and profitable future.
WoRK
the company. Examples of these interactions include the
customer's initial Internet search and in-store experience
that carry through to the customer service experience on a
support call.
At each interaction, the service provider has the
opportunity to shape how the consumer perceives
the product, so it becomes vital that the right level of
service-provider standpoint, it means fierce battles for revenue as traditional
competitors cross industry boundaries. How can a company supercharge and
differentiate its fixed-mobile convergence (FMc) investment?