New, disruptive VoIP business models are springing up rapidly and are often said to herald the demise of established voice providers, both fixed and mobile. With very significant revenues at stake, there is clearly mileage in established players fighting for this territory that they already own. Fixed Mobile Convergence (FMC) offers established voice players a good chance of seeing off the disruptive newcomers. Yet this will not be achieved with "More of the same only cheaper", but by exploiting selected key user demand: building a simple customer experience across a wide range of communication services; integrating services so customers are shielded from complexity and services are more useful; and leveraging brand strengths like integrity and security across all communication channels.
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