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BT Fusion Case Study

BT Fusion is a product that allows customers to use their mobile phone at home and pay for the call as if they had used their BT landline phone. To achieve this, the service utilises a Bluetooth connection between a specialised mobile phone and a BT-provided base station, which uses Voice over IP (VoIP) technology to transmit the call through the customer's BT broadband connection.

Is the market ready for such a service? Is Fusion ready for the market? Will Fusion provide a route for BT to regain a significant presence in the UK mobile market? These and other questions are examined in this in-depth case study of an innovative product launched into a competitive market.

Price: EUR 2,500.00 / GBP 2,000.00

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1
Overview
1
2
Introduction
2
3
The Market Opportunity
3
3.1
VoIP Market Potential
3
3.2
Converged Service Potential
4
4
BT Background and History
5
4.1
BT's Mobile Background
5
4.2
BT and VoIP
6
4.3
The 21st Century Network Initiative
7
5
Fusion Description
8
5.1
Project Bluephone
8
5.2
The Fusion Proposition
9
5.2.1
Fusion Availability
9
5.2.2
What the Customer Sees
9
5.2.3
Service Pricing
11
5.2.4
Usage and Costs
12
5.2.5
Future Developments
15
5.3
Fusion Market Potential
15
5.3.1
Available Market
15
5.3.2
Success in Addressing the Available Market
18
6
Fusion SWOT Analysis
20
6.1
Summary
20
6.2
Strengths
20
6.2.1
Customer Cost Savings
20
6.2.2
Simplified CPE
21
6.2.3
Simple to Use
21
6.2.4
Low Entry Barriers
21
6.3
Weaknesses
22
6.3.1
Dependence on BT Broadband
22
6.3.2
Limited Mobile Options
22
6.3.3
Small Base to Build From
22
6.3.4
Bluetooth Rather than WiFi
23
6.4
Opportunities
23
6.4.1
Lock in Existing Customers and Win Back Ex-Customers
23
6.4.2
Grow MVNO Operations
23
6.4.3
Improve Broadband Share
24
6.5
Threats
24
6.5.1
Skype-based Competition
24
6.5.2
NTL/Virgin Merger
24
6.5.3
Unproven Savings Potential
25
6.5.4
Low Customer Awareness
25
7
Conclusions and Implications
26
7.1
Fusion's Importance to BT
26
7.2
Is Fusion Ready?
27
7.3
Will Fusion Succeed?
27
7.4
Actions Required
27