It was also between the end of 2012 and the middle of 2014 almost all of the top 50 global telecom operators began to announce business transformation strategies. The tide of transformation started with Telefonica and quickly swept around the world. In Q4 of 2012, Telefonica released the first 5-play Fusion service (fixed voice + fixed broadband + mobile voice + mobile data + video) in Spain. The following year, the services showed impressive business success by not only expanding fixed broadband (FBB) market share and ARPU, but also by posting the best-ever numbers in mobile broadband (MBB). More importantly, Telefonica became fully aware of how video, FBB, and MBB services complement each other, and why it is important to maintain sustainable development of broadband, especially ultra-broadband, services; Video services are no longer just a value-added service for improving customer stickiness, but become another fundamental service, after voice and SMS.