Movius (News - Alert) is looking to give cable MSOs a leg up on mobile operators with a split voice line and converged messaging service called myIdentities. It enables cable companies to leverage their Wi-Fi footprints to mobilize their fixed customers, and port content assets and user context, preferences and associated services to their mobile phones.

The service is a white-label offering that can be packaged together within a mobile identity branded by the cable service provider.

The myIdentities solution also enables end-users to mobilize their home and work contact numbers on dual lines through a single mobile device, thus uniting personal and business activities. However, the split-line capability also allows for two payment plans for each line, to generate additional ARPU and separate out charges for each “persona.”

"Cable providers need to be more aggressive when moving into mobile network operators' territory,” said Jose Romero (News - Alert), vice president of marketing at Movius. “So far there are very few who have completely synchronized mobility with content. By adding services with more value to the current market, cable MSOs can increase revenue and reduce churn, improving customer loyalty and making customers stickier. A solution like myIdentities offers important capabilities to suit today's modern consumer, by adding value and mobility."

A recent study by the Centers for Disease Control (CDC) found that by the second half of 2013, 41 percent of U.S. households were wireless-only, with just over 8.5 percent of households remaining landline-only. The shift in the market from fixed to mobile has meant consumers look to complete the same business and social activities wherever they are. And that in turn gives U.S. cable operators both an opportunity and a challenge.

"Cable MSOs should be looking to expand their mobile services to enable end users to have the same capabilities they have at home and at work, on the go," said Romero. "Pay-TV providers are just beginning to delve into offering mobile to their customer base. With over 900 million global subscriber households, this represents a substantial revenue expansion opportunity for us to bundle mobile as well."

"Although cable networks don't quite have the same room for maneuvering as mobile network operators, implementing the right solutions with the correct infrastructure can be a success,” Romero said. “A VoIP-over-Wi-Fi solution with TDM fallback is ideal as a safety net, in case a connection is broken—and provides customers with a reliable method of making/receiving calls and continuing to access their services/communication needs."