Table of contents
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
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.