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BT Global Services Takes Pole Position with BT Corporate Fusion – an Enterprise FMC Service| September 18, 2006 | Enterprise Mobility - Europe | Competitive Intelligence Report | Client Access Analyst: Mayur Sahni
On September 14th BT launched BT Corporate Fusion service to strengthen and further build its presence in the fixed-mobile convergence space. In addition, this is in-line with BT's roadmap to broaden the appeal of WiFi and takes BT Global Services one step closer to achieving its Mobility and Convergence vision. BT is expected to soon announce details of mobile handset strategic suppliers in the coming weeks. The service will initially be launched in the UK and Italy in early 2007, followed by a phased international rollout in Germany, Benelux, Spain and France. Analytical Summary • Current Perspective: Slightly positive on BT’s launch of BT Corporate Fusion as a brand for its suite of enterprise fixed-mobile convergence (FMC) services, because this portfolio extension into the mid and large corporate sector will strengthen BT’s Fusion roadmap and give BT Global Services a stronger FMC offering for its enterprise customers. In addition, BT Corporate Fusion is an attempt to offer this segment a premise-based FMC service option as opposed to the hosted variant announced in conjunction with Alcatel earlier this year (May 11, 2006). • Vendor Importance: High to BT Global Services because it has positioned BT Corporate Fusion as the brand representative of its suite of enterprise FMC services, while making BT Fusion its flagship brand in the mobility and convergence space. The development of a suite of FMC services gives BT a good platform to further develop core FMC services and bundle fringe services (e.g., professional services) to build a more compelling offering to BT Global Services enterprise customers. • Market Impact: High on the enterprise mobility market and specifically the FMC segment because this is the first initiative by a service provider to launch a suite of FMC services across multiple market sectors, from the consumer (BT Fusion), to the SOHO (BT Fusion for SOHOs), right through to the mid and large corporate sectors. As European competitors struggle to get to grips with a first consumer UMA offering, BT is once again able to underline its progressiveness in the FMC space. Recommended Competitor Actions • Vodafone UK and T-Mobile UK should tout that their leading business Mobile VPN solutions both offer an Indirect Link option, essentially allowing businesses to enjoy cheaper inter-colleague fixed-line calls along with cheaper mobile. • Orange Business Service should highlight Business Everywhere, its UMA product, and keep an eye on BT’s alignment of MobileXpress and Fusion; WLAN MobileXpress voice-functionality could start to appear across Europe in 2007. • Competitors should remind their respective corporate customer base that BT Global Services’ FMC solutions for the corporate sector have yet to be made commercially available, and any ‘reference customer’ is merely piloting the solution at present. Competitors should claim the business case for FMC services has yet to be made, and early piloting is merely exploratory. Recommended End User / Customer Actions • Large enterprises and MNCs that have significant deployments of VoIP and WiFi should give serious consideration to BT Global Services’ FMC offering. In addition, they should discuss with BT Global Services an end-to-end mobility solution offering as this will enable better control over their mobility requirement and expenses. • SMEs and SOHOs for whom cost is the paramount criterion should give serious thought to BT Fusion and evaluate their operating telecom expense. In addition, they should consider asking BT Global Services for bundled offers with BT MobileXpress. • Given that WiFi will be used for making calls within office premises, customers should check on basic technical metrics such as handover delay, QoS hardening and packet drop rate to ensure that they have a strong service in the offering. Also, they should check as to how many simultaneous calls the network can sustain and the end-user density which a single pico cell can support. This will ensure that the enterprise end-users will not have to re-adjust their talking habits because of a solution change. Enterprise Mobility - Europe
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