A study published today by IDC reports on the difficulties that most European mobile operators are encountering when placing fixed / mobile convergence offers on the market, which have a slow adhesion by users.
The consultant believes that this type of solutions will gain space in the market and anticipates an average annual growth of 173 percent until 2011, but warns operators of the need to create value offers on the appropriate terms, with an essential aspect to captivate the market. Among the various European experiences analyzed, IDC highlights Orange’s proposal, which it considers the most successful so far in Western Europe, conveyed through the designation Unik.
IDC argues that the price is a fundamental attraction for this type of offers, as well as the complementarity in relation to mobile and broadband services already used by the consumer. It is more difficult to guarantee the success of the offers presented as stand alone.
The domestic and small and medium-sized market will be the major drivers of growth in converged fixed / mobile offers until 2011. Only after that will the bulk of the business market start investing in these solutions, benefiting from new technological developments. In 2011, the fixed / mobile convergence solutions market is expected to be worth € 2.65 billion in Western Europe.
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