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OVUM Comment: Carrie Pawsey, senior analyst, telecoms strategy, Ovum
Everything Everywhere - twos company threes a crowd?
"Everything Everywhere has also announced that it will be launching fixed fibre broadband services. Orange has previously sold off its fixed assets and pulled back in the UK broadband market and has just 3% market share. This announcement to launch fibre services has two key implications. The first is that it reinforces the premium EE brand as fibre will not be available on the Orange brand. Secondly EE is using fixed fibre services to complement 4G mobile. We think EE will offer attractive bundles for customers wishing to take fixed and mobile broadband services together. No one in the UK has got quad play right, but interestingly one of the most successful operators at selling fixed and mobile services together is Orange France with its Open product that now has in excess of 1 million customers. While Virgin has a quad play offer and Talk Talk is rumoured to be looking to increase its mobile customer base both of them have relatively insignificant mobile market shares. Similarly Vodafone and O2 also sell fixed broadband, but they aren't aggressive enough to take on the fixed players for a significant fixed broadband market share. Yes, the UK telecoms market is highly crowded, but we think there is still an opportunity for a dominant total communications provider that gives users a fantastic experience whether it's on fixed or mobile and that is where we think EE is going to position itself."
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