Samenvatting

The main question this final paper wants to answer is what the opportunities are for Fiber to the Home (FttH) on the Dutch market? In answering this question the Telecompaper report of 2008 and 2009 served as an important source, although 2009 was the main focus since this information was up-to-date.
First an introduction is given to the subject where the problem statement, central question, sub questions and research justification are named. In the second chapter general information on the
FttH is given. To understand Fiber to the Home, it is important to know what glass fiber actually is and this is further elaborated in this chapter. Third chapter contains information on the position of
Fiber to the Home in the Dutch market. Furthermore the players are discussed, the legal status on EU level is determined and the future plan in the next decade is explained. Chapter 4 is the SWOT Analysis, which will give an overview on the Strengths, Weaknesses, Opportunities and Threats of the Fiber to the Home business. In addition, the Marketing mix, which gives an explanation about
the place, price, product and promotion, gives a clear perspective on the marketing. At the end of the final paper three strategies are given with help of the "Treacy & Wiersema Value Discipline model" where one strategy is selected. This is followed by an overall conclusion, reference list and appendices.
Glass fiber connection has a lot of opportunities to become the best since there is demand for fast and better connection. Nevertheless lack of awareness among households is a barrier that FttH
faces in its current situation. This can be improved when marketing tools are applied accordingly for a better marketing position. In this final paper, Customer Intimacy is chosen as the primary
strategy in reaching this goal.
While working on this final paper I became more aware of the position of FttH in the Dutch market. It is a brand new product for the customers as well as the players operating in this market.
Because it is a new product, at times it was difficult to obtain the necessary information. Since it is a dynamic product it is of essence to write the final paper in a short period of time. In this way, I
kept the final paper up-to-date. By writing this final paper I wanted to contribute awareness for the FttH business for my close
surroundings and myself. In addition, I hope to bring this awareness among my fellow students. I am convinced that FttH, e.g. glass fiber connections are essential for a better global connection.