Comments on: 50% of European calls via mobiles by 2008 http://www.mobileindustryreview.com/2007/07/50_of_european_calls_via_mobiles_by_2008.html Daily news and opinion for 250,000 industry executives and mobile fanatics Tue, 14 Feb 2012 22:14:00 +0100 hourly 1 http://wordpress.org/?v=3.3.1 By: Andrew Grill http://www.mobileindustryreview.com/2007/07/50_of_european_calls_via_mobiles_by_2008.html/comment-page-1#comment-78488 Andrew Grill Wed, 01 Aug 2007 15:13:46 +0000 http://www.smstextnews.com/2007/07/50_of_european_calls_via_mobiles_by_2008.html#comment-78488 Finally the industry seems to be standing up and taking notice that Fixed Mobile Substitution (FMS) is actually happening. Whilst mobile operators have woken up to the realities of FMS, they seem to be differing on strategy. HomeZones have recently generated significant interest, but if operators are to raise revenues they can ill afford to use existing technologies such as Cell-ID. This location technology has been responsible for considerable amounts of revenue leakage in Germany due to its poor accuracy, giving location technologies a bad name. If as Analysys predict, half of all phone calls are made over the mobile, the death of the traditional landline is near. To avoid the death of the mobile operator, because of the massive revenue leakage (giving away free or cheap calls when customers are not really at home), they need to consider newer location technologies that sit on the user's SIM card to reduce revenue leakage impacts by up to 50 times. Smaller zones = higher HomeZone / FMS profitability which is great news for the mobile operator wanting to attack fixed line operators using FMS. Finally the industry seems to be standing up and taking notice that Fixed Mobile Substitution (FMS) is actually happening.

Whilst mobile operators have woken up to the realities of FMS, they seem to be differing on strategy. HomeZones have recently generated significant interest, but if operators are to raise revenues they can ill afford to use existing technologies such as Cell-ID. This location technology has been responsible for considerable amounts of revenue leakage in Germany due to its poor accuracy, giving location technologies a bad name.

If as Analysys predict, half of all phone calls are made over the mobile, the death of the traditional landline is near. To avoid the death of the mobile operator, because of the massive revenue leakage (giving away free or cheap calls when customers are not really at home), they need to consider newer location technologies that sit on the user’s SIM card to reduce revenue leakage impacts by up to 50 times. Smaller zones = higher HomeZone / FMS profitability which is great news for the mobile operator wanting to attack fixed line operators using FMS.

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