Homes are giving up their fixed-line Phones 19Jan05

"Global research by MORI, conducted for Nokia, has identified a strong trend for consumers to move from their fixed-line phones to use their mobile handsets for all or most of their voice calls. Fixed-to-Mobile Substitution (FMS) is occurring across the four major markets surveyed - Great Britain, USA, Germany and South Korea - with more than 45M people estimated to now make all their voice calls from their mobile phone in these areas. (...)

Emotional reasons to keep a landline phone exert a surprisingly strong force on consumers. These centre on the association of the landline phone with the home and the "cosiness" of the call experience. The research reveals that in order to encourage greater call substitution at home, the mobile phone would need to be strongly associated with value for money, good sound quality and reliable reception."

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