I think there is no general scheme for substitutions into a noncommutative product. And I'm not sure that tellsimp works all that well for such substitutions. (%i6) e : a.b.c$ (%i7) subst(1, b. c, e); (%o7) a . b . c (%i8) subst(1, b.c, e), dotassoc : false; (%o8) a