New Zealand Small and Medium-Sized Business Telecommunications Buyer Behaviour, 2007

Publication Date	February 2008
Publisher	IDC
Product Type	Report
Pages	27
ISBN Number	not applicable
Product Code	IDC03864

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Summary

This IDC study looks at small and medium-sized business (SMB) behaviour and demands when purchasing telecommunications products and services as well as preferred service provider (SP) interaction methods and mediums. As the New Zealand telco market undergoes a period of drastic disruption and change, and as telcos and Internet service providers (ISPs) devise strategies to compete in this new environment, it is important to determine how SMBs operate and how they wish to interact with the SP. As competition grows in the New Zealand telco industry, all SPs are increasingly focusing on SMB customers. This study gives an insight into requirements and demands of the SMB customer.

"The New Zealand economy is heavily skewed towards SMBs, a target audience becoming increasingly saturated as all SPs shift focus towards these customers. The large enterprise market allows little opportunity for SPs to acquire new customers and remains reasonably static. The consumer space is becoming less profitable, resulting from both increased competition and the rise of less-profitable technologies. All SPs see the principal segment of growth coming from the SMB market. To be successful in such a highly competitive environment requires challengers to have a deep understanding of SMB operations. This includes their preference for interaction, key organisational stakeholders, and the challenges faced by SMBs,"says Tim Shepheard, Market Analyst, Telecommunications, IDC New Zealand.

Content

IDC Opinion
In This Study
Situation Overview
- New Zealand Telecommunications Market
- Figure: Total Telecommunications Market, 2006
- Snapshot of the Small Business Market
  - Small Businesses in New Zealand
  - Figure: Business Demographics, 2006
  - Figure: Business IT Spend by Company Size, 2006
  - Figure: Small Businesses' Telco Decision Makers, 2007
- Important Telco Attributes
- Figure: Small Businesses' Telco Attribute Importance, 2007
  - Customer Interaction
  - Figure: Small Businesses' Customer Interaction Telco Attribute Importance, 2007
  - Flexible Packages
  - Figure: Small Businesses' Flexible Packages Telco Attribute Importance, 2007
  - Table: Small Business Fixed-Line Calling by Internet Service Provider, 2006 (%)
  - Table: Small Business Fixed-Line Calling by Mobile Service Provider, 2006 (%)
  - Figure: Small Businesses' Preference for Information and Communication Technology Service Provider: Single or Best-of-Breed, 2006
  - Figure: Small Businesses' Preference for Information and Communication Technology Service Provider: Telecommunications- or IT-Facing, 2006
  - Pricing, Rewards, and Billing
  - Figure: Small Businesses' Pricing, Rewards, and Billing Telco Attribute Importance, 2007
  - Company Image
  - Figure: Small Businesses' Company Image Telco Attribute Importance, 2007
Future Outlook
- Considerations When Dealing with Small and Medium-Sized Businesses
  - Customer Self-Service
    - Contact Centres
    - Mobile Phone
    - Internet
  - Challenges That Small Businesses Face
Essential Guidance
Learn More
- Related Research
- Synopsis