Mobile-first broadband offerings are moving aggressively into markets traditionally served by fixed providers, particularly in urban and dense suburban areas. This session explores how ISPs can compete effectively by emphasizing reliability, in-home performance, predictable pricing, and service quality that mobile alternatives struggle to match. Panelists will discuss positioning strategies, product design, bundling opportunities, and churn prevention tactics as customer expectations evolve. Attendees will leave with insight into how to build a differentiated fixed offering, grow the right customer base, and compete confidently as the broadband landscape continues to shift toward 2030.