Telco Marketing Strategies Need To Move Into Top Gear, And Fast

Publication Date	January 2007
Publisher	Ovum
Product Type	Report
Pages	21
ISBN Number	not applicable
Product Code	OVM00010

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Summary

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all-IP networks and new competitors enter the communications space, the traditional marketing approach is rendered as outdated as telex in an instant messaging world.

Content

Key messages
The 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