 A drawback to supplier convergence from a business's perspective can occur when a company applies convergence in such a way that makes it inconvenient for customers, and thus backfires on the company.For example, Belgian telecom company Belgacom decided in the late 1990s to combine fixed and mobile phone services into a single subscription.The plan failed, however, when customers wanted to keep these services separate and the company had technical difficulties in producing a single bill for two services (Shankar 2003).