[email protected] +44 20 8123 2220 (UK) +1 732 587 5005 (US) Contact Us | FAQ |

Broadband FMC case study: does Wi-Fi bring BT differentiation?

October 2010 | 12 pages | ID: B045AB0B360EN
Ovum

US$ 895.00

E-mail Delivery (PDF)

Download PDF Leaflet

Accepted cards
Wire Transfer
Checkout Later
Need Help? Ask a Question
License Price: US$ 2,240.00

BT remains the leading fixed broadband service provider in the UK, but (unlike other European incumbents) it is no longer a large mobile player. BT does not see mobile broadband as a direct threat to its fixed broadband service, but it does recognize the threat from mobile players that are able to offer customers a mobile and fixed broadband package. To defend itself, BT launched its own mobile broadband offering, but is now putting a greater focus on its national Wi-Fi network, which boasts more than 1.5 million hotspots. By bundling this feature into its home broadband offering, BT believes it can provide value to its broadband customers outside of the home regardless of which mobile service they use, and thus increase the “stickiness” of its home broadband offering.
Executive summary
In a nutshell
Ovum view
SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
UK broadband market overview
BT faces a competitive market
Wireless broadband: a new challenge for BT
BT looks to exploit mobile’s weaknesses
At first BT looked to bundle its own mobile broadband service
New focus on Wi-Fi as a value-add
Exploiting mobile broadband’s weaknesses
How BT believes Wi-Fi can add value
The secret is in making it simple
BT’s strategic drivers
Does Wi-Fi provide a real opportunity?
BT’s service does provide customer value
“Complementary” is the key term
A short-term differentiation?

LIST OF FIGURES

Figure 1: Historic retail broadband market share
Figure 2: Are consumers willing to cut the broadband cord?
Figure 3: BT’s Wi-Fi mobile phone application
Figure 4: Selected popular Internet applications per device, UK


More Publications