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Telco marketing strategies need to move into top gear, and fastProduct Type: Market Research ReportPublished by: Ovum Plc Published: January 2007 Product Code: R464-190 Description In the past, telcos were ‘calls and lines’ businesses - they provided a line and then sent a bill to customers for the calls made. When new technologies (such as VPNs and frame relay) came along, new services were marketed in a technology-push manner. As we move towards all-IP networks and new competitors enter the communications space, the traditional marketing approach is rendered as outdated as telex in an instant messaging world.Table of Contents Key messagesThe story so far The telecoms market defined Traditional incumbent and altnet marketing strategies Limitations of the approach taken so far Marketing in telcos today Marketing as a function Corporate marketing goals Marketing strategies for consumer markets Marketing strategies for enterprise markets Incumbents versus altnets What next? Ovum view Branding Positioning Service innovation S should stand for segmentation, and not just sales support Table of figures Figure 1 The telecoms market in Ireland Figure 2 The marketing strategies on incumbents and altnets in 1990s Figure 3 The changing role of suppliers in the all-IP enterprise Figure 4 Common and dissimilar marketing strategies of altnets and incumbents Figure 5 Some features, applications, and benefits of broadband access Figure 6 Changing the customer relationship |
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