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The Success of Wireline/Wireless Strategies Hinges on Delivering Consumer Value
Yankee Group, The, Oct 2004, Pages: 24
Wireline/wireless convergence is among the top strategic priorities for most wireline providers. In the face of increasing wireless substitution and the looming threat of wireless displacement, wireline providers are intensifying their convergence efforts. However, it will take many years and a committed, coordinated effort among providers (both wireline and wireless) and vendors before seamless continuity of service is realized across multiple communications devices.
In the meantime, wireless substitution and displacement are threatening to preempt the converged solutions before they arrive. Wireline/wireless convergence is still in its formative stages.
For the most part, wireline/wireless convergence today is still focused on packaging and bundles. While several carriers have launched discrete features that begin to connect the two services, these features are primarily experimental in nature. There are multiple paths to wireline/wireless convergence, and service providers and vendors are beginning to establish their directions. However, it remains unclear whether these wireline/wireless convergence strategies will have market success, or fail as previous attempts have in the last decade.
Factors working in favor of convergence include the maturity of the wireless market, the commercial challenges of the fixed wireline carriers and the growing pervasiveness of IP and local-area wireless technologies, such as WLAN. However, wireline/wireless convergence suffers from a lack of definition, minimal apparent market demand, technology integration challenges, incompatible organizational structures, regulatory constraints, handset supply challenges and the continued decline in usage charges on mobile networks.
Service providers and vendors looking to capitalize on opportunities with converged solutions must:
- Focus on addressing the market segments that are likely to be most receptive to converged solutions, such as business users/mobile professional and select family
segments and youth markets
- Offer solutions that are targeted toward their specific needs
- Ensure solutions can be provided in a reliable, scalable and cost-effective fashion
A mass-market approach to convergence will not succeed. To drive consumer awareness, interest and ultimately demand for converged solutions, service providers must focus on
specific market segments. Optimal segments and solutions will vary based on your company’s end goal and chosen path to convergence.
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