By Karen G. Strouse

In brand new telecommunications companies undefined, swiftly altering applied sciences and a decline in development are growing excessive pageant the place the shoppers' quest for worth is of paramount significance. supplying telecom carrier services a survival procedure in keeping with customer-centered advertising, this forward-looking source is helping strategic planners and bosses examine their company's marketplace strength and objective fascinating segments effectively. pros achieve sensible perception in comparing their current client base and examine the easiest how you can regulate their advertising concepts to cast off unprofitable shoppers and allure high-value replacements. furthermore, the publication is helping execs turn into attuned to patron call for and current a carrier portfolio with a excessive strength for fulfillment.

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Additional resources for Customer-Centered: Telecommunications Services Marketing (Artech House Telecommunications Library)

Sample text

Most new telecommunications markets emerge from technology advances, such as camera phones or data access in the wireless market, or broadband services over phone lines or cable. But marketers can create new services and new segments simply through the marketing mix. The prepaid callingcard services market provides an excellent example of a sector that emerged when entrepreneurs simply repackaged and distributed resold telecommunications services. Most vendors of prepaid landline services do not own networks or support a large labor force.

For example, cost reductions can result in lower prices. But the reseller whose suppliers reduce its per-minute charges will not gain a competitive advantage when it reduces its prices, as its competitors will undoubtedly enjoy the same cost reductions. On the other hand, a service provider that automates a labor-intensive function, such as service provisioning or repair, and uses proprietary technology, will enjoy a cost reduction unavailable to its rivals. Similarly, the service provider that changes the structure of pricing might or might not benefit with increased revenues or market share.

Sprint’s future market position has been challenged by local number portability and a nebulous market strategy. According to Strategy Analytics, nearly 40% of Sprint customers expressed an interest in switching service providers if number portability was available, the highest percentage of customers favorable to portability for all major wireless service providers. In the same survey, Verizon would be the most popular destination for churners, validating a defense strategy for the market leader.

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