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However, probably the most prominent and high-profile FMC initiative to date, BT?s Project Bluephone, is set to launch in Spring 2005 and the global importance of this project must not be over-looked.

Bluephone represents a major part of BT's convergence strategy, and BT aims to generate GBP1bn (EUR1.5bn) a year by 2009 from converged services. In its new report, " Convergence, substitution and Project Bluephone " visiongain states its belief that the success (or otherwise) of Bluephone will to a large degree determine not just BT?s FMC strategy, but will also shape the extent and timeline of the converged landscape on a global basis. Find out about this BT project, and learn the lessons and pitfalls encountered by previous, unsuccessful convergence initiatives, in this latest visiongain report.

Fixed-to-mobile substitution is poised to continue with mobile service revenues in Europe expected to exceed fixed-line by over EUR50 billion in 2009. That is why convergence is set to drive fundamental change in both the fixed and mobile industries. This represents an opportunity and a threat for players in both fields.

This 120-page report offers a detailed analysis of Bluephone, and explores it amid the wider trends of fixed-to-mobile substitution and fixed/mobile convergence and addresses the main concerns of the players on both sides of the divide. This report will answer the following questions:
* What are the opportunities and threats to fixed carriers?
* What are the opportunities and threats to mobile carriers?
* Which technology companies are already ahead of the game?

Bringing a full and seamless converged solution to the market remains unexplored and is faced with significant challenges, including unfamiliar business models, regulatory environments, pricing and marketing and, most importantly, uncertain consumer demand. Ultimately, service providers must deliver a converged solution that provides a compelling value proposition to the consumer to encourage adoption.

The report details:
* drivers for the growth of FMC, such as * slowing (even negative) voice traffic and revenues amongst fixed-line operators;
* the target market segments of Bluephone and other converged offerings, as well as how to stimulate end-user demand for converged services;
* a variety of convergence models and plans, all of which have to be considered when outlining and implementing an appropriate strategy;