Convergence offers the potential to deliver multiple services to customers. Apart from delivering additional revenues and improving returns on the investment made, supplying multiple services to one customer increases stickiness, and provides better understanding of customer needs and interests to the operator.
However, operators have had mixed success in successfully selling converged services. In part this arises from the nature of the services; mobile services tend to be personal, fixed are for households, raising questions about the best way to segment the market. In addition the pricing structures currently employed are derived from a business dominated by voice traffic, and are ill-suited to a business dominated by data traffic.
However, in a situation where operators are using pricing models based on voice traffic while data usage is set to grow exponentially, convergence may be the essential element that allows tariff and traffic rebalancing and avoids MNOs becoming constrained by their own failure to extend their propositions to provide full services to the customer base.
This report considers methods of segmenting the market for converged services, and proposes an approach to suit the market characteristics. It also looks at the criteria for developing propositions for the market segments identified, and how and whether these can also address the need to restructure the pricing model.