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Wind Italy: Key enablers behind Europe's most successful FMC strategy

Many operators with fixed line and mobile operations are today seeking to exploit synergies between them. Equally, incumbent operators, relying upon either fixed or mobile offerings alone, are now considering partnerships to produce a more rounded product portfolio. By analysing Wind's FMC strategy, we can answer several key questions of relevance to all those who harbour ambitions to exploit emerging fixed mobile convergence opportunities in their own markets:

• What are the key areas of integration Wind has targeted?
• What are the key factors for developing a successful FMC organisation?
• What are the key benefits of launching convergence initiatives?
• What can we learn from Wind's FMC experience? (e.g. pitfalls to avoid)
• How have the competitors reacted?
• What scope is there for Wind to further differentiate itself via FMC?

By interviewing key FMC influencers and decision makers within Wind, we have gained valuable insights into the rationale behind Wind's FMC strategy and an understanding of its market development experience to date. In this case study we address and answer the questions posed above. We also identify and explore a number of themes which we believe will prove helpful to other operators contemplating how best to address the FMC opportunity in their own markets.

Price: EUR 2,500.00 / GBP 2,000.00

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1	Introduction	1
1.1	Objectives	1
1.2	Framework for Analysis	1
1.3	Why Wind?	2
2	FMC Landscape	2
2.1	Wind Market Overview	2
2.2	Infrastructure Deployment	3
2.2.1	Mobile Infrastructure	3
2.2.2	Wind Fixed Line Infrastructure	3
2.3	Organisational Structure	4
2.4	Customer Demand	4
2.4.1 Price Reduction	4
2.4.1	Simplicity	5
3	Wind's FMC Overview	5
3.1	FMC Strategy Overview	5
3.2	Sales and Marketing	5
3.3	Converged Tariffs and Propositions	6
3.3.1	Traditional Voice Minutes	6
3.3.2	Mobile and Internet Convergence	7
3.3.3	Loyalty Schemes	9
3.4	Operational Integration	9
3.4.1	Channels to Market	9
3.4.2	Product and Content Management:	10
3.4.3	Billing and Customer Care	10
3.4.4	Finance	10
3.5	Network Platform Integration	10
4	Competitive Comparison	11
5	Key Learnings from Wind	13
5.1	Critical Success Factors	13
5.2	Issues and Considerations	14
5.2.1	Process and Systems Complexity	14
5.2.2	Capability Requirements	14
5.2.3	Profitable Propositions	14
5.2.4	Call Centre Product Expertise	15
6	Impact of FMC Opportunities	15
6.1	Profitability	15
6.2	Customer Acquisition and Retention	16
6.3	Organisational Benefits	17
 7	FMC Development Opportunities	17
7.1	Proposition Focus	17
7.2	Additional Convergent Opportunities	17
7.3	Focused Targeting	18
8	Conclusion	19