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As one of the winning bidders in 2013's 4G spectrum auction, BT has been gearing up to re-enter the UK's mobile services market for some time.

With a number of its rivals now offering quad-play broadband deals - featuring fixed-line internet, home phone calls, TV and mobile services - the telecoms giant sees a mobile offering as being increasingly important.

Naturally, the firm is eager to keep pace with the competition, and this means offering super-fast mobile services to complement its existing broadband, TV and phone packages.

But is there sufficient demand for a BT mobile service, given the fairly mature state of the market today? In order for the venture to be a success, BT needs to prise customers away from their existing mobile operators.

And the findings of an ISPreview.co.uk study suggest BT faces difficulties encouraging consumers to switch in sufficient numbers.

Just 8.1 per cent of consumers questioned by the news provider said they currently use the same operator for their home broadband and mobile phone services.

The overwhelming majority (88.5 per cent) have different providers, while 3.2 per cent do not own a mobile.

BT may see this as an opportunity more than a risk, but it does beg the question as to whether consumers are actively interested in consolidating with a single operator.

Less than a quarter of respondents (24.7 per cent) said they see broadband providers as being more attractive if they offer mobile services alongside fixed-line internet.

Nearly half of those questioned (44.6 per cent) said this would make no difference to their view, while another 30.6 per cent remained unsure.

And just to emphasise the scale of the challenge BT faces, 58.2 per cent of respondents said they have no interest in the prospect of the company - or Sky for that matter - launching mobile services.

A mere 16.5 per cent said they were interested in BT mobile, while a quarter of interviewees (25.1 per cent) were unsure over their stance.

The poll suggests BT may have to set realistic expectations for its quad-play broadband bundles - at least in the short term.

Ultimately, competitive pricing may encourage consumers to switch mobile operators and take all their services from BT. But how much of an incentive can the firm offer?

Source:

ISP Review

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