A wide variety of companies are presently wondering whether to enter into the mobile business. For most of them it is a question of accessing additional revenue potential with their existing customer base and sales channels.Specific synergies and new services related to fixed-mobile convergence are an additional attraction of this business area which, especially in the case of alternative fixed network operators, awake interest in the MVNO model. With this model it is possible to offer the customer the complete spectrum of telecommunications services with ­self-determined tariff models and using the company brand name, but without having to invest in the mobile network infrastructure.

Detecon: For voice services at least a clear trend towards the substitution of the fixed network by the mobile one can be seen. Even though growth rates in broadband are still impressive, the UMTS network capacities are ready and waiting to pull customers with broadband Internet into the mobile network. Do fixed network operators like HanseNet have to get into the mobile business to be able to survive in the medium and long term?

Rösch: Entry into the mobile market is not absolutely necessary. What is however vital is that the customers remain convinced that they need their fixed network connections. The Internet will continue to supply the winning argument here for some time, as UMTS is not yet a substitute for DSL. The future will show whether UMTS can take on this role in the long term.

Detecon: It is not simply a case of re-selling a mobile communications service offer. In order to avoid arguments based purely on price, differentiation criteria are required. Which do you see to be the most relevant here?

Rösch: Mobile communication is already a commodity, i.e. it is easy to obtain and there are only minimal quality differences between the different providers. Thus the transparency of the offer, the (potential) simplicity of the service, the brand etc. will be of importance to the user in addition to the price.

Detecon: What do you believe is important when packaging fixed and mobile offers? What should such a product look like?

Rösch: In the medium term the combined fixed network and mobile telephone will be decisive for achieving end user acceptance.

Detecon: At the moment there are only a few successful „real" MVNOs in Germany. Service providers on the other hand are available in plenty. Which business model do you believe is appropriate for entry into the market for convergent services, and what do you believe is necessary to succeed here?

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