Tomi T. Ahonen, Timo Kasper, Sara Melkko

3g Marketing

Communities and Strategic Partnerships

• Gebundenes Buch

Produktbeschreibung

3G and its related modern services opportunity is a new game for mobile operators and presents challenges that the modern marketing staffs at mobile operators are not experienced in. No comprehensive book currently exists on how to market the new mobile services. As 3G networks come on line, and with ever increasing competitive pressures, a comprehensive marketing book focusing on mobile services is needed.

With 3G/UMTS the mobile operators will witness a mature marketplace where modern marketing tools and methods are needed. This is radically different from the second generation of mobile telecoms, when only speed of coverage and speed of connecting customers were keys to success. The operators will be facing more competitors, of more technical rival solutions, under heavy media and financial sector scrutiny, and under ever increasing pressure from owners. The technical platform will provide each competitor with roughly similar opportunities, so success in the market place will depend on optimal utilization of marketing methods. This book discusses all of them and provides proven lessons in which methods work in any given market situation.
_ Addresses subject from the viewpoints of network operator, virtual operator, service provider, content provider, and end-user
_ Explains how new 3G services will be marketed
_ Provides a strong focus on current technologies such as SMS, WAP and GPRS
_ Covers the traditional areas of marketing mix with emphasis on areas of significance for mobile services, i.e. brand, bundling, terminals, portals, etc
_ Highlights those topics that are poorly utilised or understood by cellular operators today, i.e. segmentation, market intelligence, reachability, churn, etc
Essential reading for mobile operators involved in marketing and product development, content providers engaged in product development, business development and marketing, as well as providing a firm grounding in the area for PR and advertising agencies, media professionals, consultants, bankers

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Produktdetails

• Verlag: Wiley & Sons
• 1. Auflage
• Seitenzahl: 288
• Erscheinungstermin: 1. September 2004
• Englisch
• Abmessung: 236mm x 159mm x 27mm
• Gewicht: 640g
• ISBN-13: 9780470851005
• ISBN-10: 0470851007
• Artikelnr.: 11410193

Autorenporträt

Tomi T. Ahonen is an Independent 3G Consultant based in London. He has presented at 100 conferences in six continents and lectures at Oxford University's 3G courses. He previously headed Nokia's 3G Business Consultancy Department and oversaw Nokia's 3G Research Centre. He also worked as Nokia's Segmentation Manager. Earlier he worked for Elisa and Finnet International in Finland and OCSNY in the USA. Tomi's accomplishments include the world's first fixed-mobile service bundle, the world record for taking market share from the incumbent, and a multi-operator billing system. He started his career on Wall Street. Tom holds an MBA from St. John's University NY, and a Bachelors in Marketing from Clarion University. His previous books are m-Profits and Services for UMTS. Timo Kasper is the Director, Finance, Administration and ICT (CFO) of Observer Finland, a company specializing in Competitive Intelligence and Business Environment Scanning services. Timo has been responsible for constructing winning strategies for the emerging competitive markets in Finland and deployed innovative IT and telecoms solutions. Earlier he worked as the Business Controller for Computer 2000 (aka TechData), Finland's largest IT wholesaler, and started his career as an Auditor and Consultant at Arthur Andersen & Co. where he participated in a wide range of attest service assignments, mergers and acquisitions, legal and financial due diligence and business process re-engineering projects. Timo holds a B.Sc. (econ.) degree from the Helsinki School of Economics and Business Administration and lives with his family in Espoo Finland. Sara Melkko is an Independent Expert in the field of telecommunications and the Internet, having worked in Finland and Germany as Marketing and Brand Manager with the digitally converging solutions provided by Elisa Communications across fixed, mobile and broadband telecoms, and then with pioneering mobile Internet innovations with Jippii Group. Sara then worked with IT security matters with SECUDE GmbH. Sara has a multicultural and -lingual background and holds a Business Administration degree from the University of Passau in Germany and has completed the "European Master's Degree in Human Rights and Democratisation" programme in Venice and Padua, Italy. Sara currently focuses on Human Rights Business perspectives within Corporate Social Responsibility. She currently maintains home bases in Frankfurt and Helsinki.

Inhaltsangabe

About the Authors xvii
Foreword xix
Acknowledgements xxi
1 Introduction 1
1.1 A look back 2
1.1.1 Enter I-Mode 5
1.1.2 The flap about WAP being a failure 6
1.1.3 Growth rate 7
1.2 What have we learned? 8
1.2.1 Telecoms operators and 3G marketing 9
1.3 Lets touch upon definitions of 3G 10
1.3.1 So what is 4G 12
1.3.2 W-LAN or Wi-Fi is definitely not 4G 12
1.3.3 4G will arrive ten years from now 13
1.4 To sum up 13
2 Market Intelligence 15
2.1 What is market intelligence 16
2.1.1 Evolution of market intelligence 16
2.1.2 Information, analysis, knowledge and intelligence 16
2.1.3 Knowledge or Intelligence 17
2.2 Systematic market intelligence 17
2.2.1 Market intelligence and business intelligence 18
2.2.2 Legal and regulatory intelligence 18
2.2.3 Customer intelligence 19
2.2.4 Competitor intelligence 20
2.2.5 Technical environment intelligence 21
2.2.6 Telecoms is not used to rapid innovation 22
2.2.7 The computer industry thrives on rapid innovation 23
2.3 'Environment scanning' intelligence 25
2.3.1 Resource market intelligence 26
2.3.2 Reference market studies 27
2.3.3 Partnership intelligence/networking 27
2.4 Towards a higher intelligence 29
3 Segmentation 31
3.1 What is segmentation? 32
3.1.1 Test of current telecoms segmentation 33
3.2 Segmentation criteria 35
3.2.1 Segmentation from the academics 35
3.2.2 Segmentation by geographical pattern 36
3.2.3 Segment by demographics 36
3.2.4 Industry type 36
3.2.5 Segmentation by using various distribution channels 38
3.2.6 Personal data 38
3.2.7 Segmentation by psychological patterns 38
3.3 ERP, CRM and segmentation 38
3.3.1 From hard to soft facts 39
3.3.2 Users broken down - segmenting situations 40
3.4 From theory to practice: building a segmentation model 41
3.4.1 Characteristics of a useful segmentation model 41
3.4.2 Segmentation by user behaviour 41
3.4.3 How many segments? 43
3.4.4 Comparison with the car industry 46
3.4.5 Beyond a segment of one 47
3.4.6 From business to individual 48
3.4.7 Self-organizing maps 48
3.4.8 From alphas to omegas 49
3.5 Developing the segmentation model 51
3.6 To sum up segmentation 54
4 Service Development and Management 55
4.1 Product development - the Five Ms 56
4.1.1 Power of personalization 57
4.1.2 Money brings content 58
4.1.3 Talking machines 59
4.2 Service management (product management) 61
4.2.1 Knowing the market 62
4.2.2 New service ideas 62
4.2.3 Brainstorming 63
4.2.4 From idea to opportunity 64
4.2.5 Let there be light 64
4.2.6 It is your own sales who knows your customer best 65
4.2.7 Caught in the middle of the triangle 66
4.3 The launch 67
4.3.1 Tariffing, cost and profit 67
4.4 Killing a service 68
4.5 To finish with service creation 68
5 Partnership Management 71
5.1 What is partnering? 72
5.1.1 Flavours of partnering 73
5.1.2 Who are the prospective partners? 74
5.2 Operators are new to this game 75
5.2.1 Culture shock 76
5.3 Revenue sharing 78
5.3.1 What kind of revenue (and/or cost) sharing options? 79
5.3.2 What level of revenue sharing 80
5.4 Main factors influencing split in revenue share 81
5.4.1 Exclusivity 82
5.4.2 Value chain 82
5.2.3 On-screen location 83
5.2.4 Brand strength 83
5.2.5 Location information 84
5.2.6 Charging/billing information 84
5.3 Rules of thumb 84
5.4 Contract management 86
5.4.1 Keys to success 87
5.4.2 Partnering for profit 88
5.5 Parting with partnering 89
6 Terminals 91
6.1 How our gadgets evolve 92
6.1.1 Convergence 93
6.2 The Swiss knife or all-in-one device 95
6.3 Custom-use devices 96
6.3.1 The PDA 97
6.3.2 Digital camera 99
6.3.3 Gaming devices 101
6.3.4 The credit card 102
6.3.5 GPS devices 103
6.3.6 3G modems 103
6.3.7 Custom devices 103
6.4 Automobiles 104
6.4.1 Servicing and maintaining the car 104
6.4.2 Navigation 105
6.4.3 Car security and anti-theft 105
6.4.4 Multitasking and the car 106
6.4.5 Games in the car 106
6.5 More devices that seem like science fiction 106
6.6 Handset subsidies 108
6.6.1 Device needs 109
6.6.2 Connectivity 109
6.6.3 Synchronization 110
6.7 Handing off on handsets 110
7 Distribution 113
7.1 Sales channels 114
7.1.1 Operator's own stores 114
7.1.2 Independent stores 115
7.1.3 Departments and sales desks of other stores 116
7.1.4 IT integrators 116
7.1.5 The Internet as a sales channel 117
7.1.6 The mobile portal as a sales channel 118
7.1.7 MVNOs 118
7.2 Managing channel conflicts 118
7.3 Selling new mobile services 119
7.3.1 Bundling an m-component 119
7.3.2 Soul of the store sales rep 120
7.4 Information flow 121
7.5 Warehousing, shipping, inventory 122
7.6 Distribution as an end 123
8 Portals 125
8.1 Defining portals 126
8.2 3G portal categorization 126
8.2.1 Different types of mobile portal 126
8.2.2 Categorization 127
8.3 The 3D rule for mobile portals 127
8.3.1 What is murfing 128
8.4 Personalization 129
8.4.1 Authentication ('intelligent' portal) 129
8.4.2 Timing ('instant' portal) 130
8.4.3 Positioning (portal 'to go') 130
8.4.4 Pull versus push (portal 'on demand') 130
8.5 Open content policy - a decisive battle over 3G's success 131
8.5.1 The more services, the more money for everybody 131
8.5.2 Price strategies: skimming versus penetration 132
8.6 Revenues and advertising 133
8.7 Collect customer data (registration) 133
8.7.1 Advertising 134
8.7.2 Buy your ad on the top of search engines 135
8.7.3 Cross selling (own products) 136
8.7.4 Customer loyalty programmes/clubs 136
8.7.5 m-Commerce (partner marketing) 136
8.7.6 Multi-access portal 136
8.8 Closing the portal 137
9 Promotion 139
9.1 Is the classic marketing mix all mixed up in 3G? 140
9.1.1 The AIDA rule 140
9.2 Crossing the 3G chasm 141
9.3 Public relations and press relations 143
9.4 Advertising mobile services 144
9.5 Publicity 147
9.6 Sponsorship and product placement 148
9.6.1 Viral marketing and communities 149
9.7 Conclusion 149
10 Branding 151
10.1 What is a brand? 152
10.2 Why brand? 152
10.2.1 Brands aid in decision 153
10.2.2 Brands and teenagers 154
10.2.3 Brands and price 154
10.2.4 Brand and loyalty 155
10.3 Needs to be comprehensive 155
10.3.1 Brands in mobile telecoms 156
10.4 How to build a brand 157
10.4.1 Where do I begin? 157
10.4.2 Employee buy-in 158
10.4.3 Damaging the brand 158
10.5 Multiple brand messages 158
10.5.1 Cross branding 159
10.5.2 Sub-branding (overall company branding versus product trademarks)
159
10.5.3 Co-branding 160
10.5.4 On-line branding 161
10.6 Action plan for branding 162
10.6.1 Branding 'do's' 163
10.6.2 Branding 'don'ts' 164
10.6.3 Brand development plan outline 165
10.6.4 Brands grow too 166
10.6.5 After the brand, what is left? 166
11 Service Adoption 167
11.1 S-curves 168
11.2 Where is the saturation level? 169
11.2.1 TV set analogy 170
11.2.2 But can you use two phones at the same time? 171
11.2.3 Subscriptions and subscribers 171
11.2.4 So where is the ceiling? 172
11.2.5 'Near saturation' myth 173
11.2.6 An American consideration 173
11.2.7 How high is high? 174
11.3 Business or Residential 174
11.3.1 The case for business customers 174
11.3.2 The case for the residential customer 176
11.3.3 Exceptional issues with 3G 177
11.4 Early adopters 179
11.5 Mass market 181
11.6 The early eight 182
11.7 Beyond the adoption 186
12 Reachability 189
12.1 Wireless carriages and voice telegraphs 190
12.2 Enter reachability 191
12.2.1 Calling the person, not the place 192
12.2.2 Change plans 193
12.2.3 Indispensible 194
12.3 Reachability and mobile services 194
12.3.1 SMS text messages and reachability 195
12.3.2 Respecting privacy 196
12.3.3 Knowing who calls 197
12.4 Cellular is a distorted case of Metcalfe's law 197
12.4.1 Hockey stick is not Metcalfe's law 198
12.4.2 Inflection points for the hockey stick curve 200
12.5 Most personal device 200
12.6 Reach out and touch 201
13 Selling Mobile Services 203
13.1 What do you sell in 3G? 204
13.2 Selling through distributors 204
13.3 Selling to consumers 206
13.3.1 Event related sales 206
13.3.2 Bundling services with the subscription 207
13.3.3 Billing inserts 207
13.3.4 Portal placement 207
13.3.5 Selling to businesses 208
13.3.6 Corporate customers 208
13.3.7 Large corporate customers 209
13.3.8 SME or medium sized companies 209
13.3.9 SOHO or small businesses 210
13.4 Selling to partners 211
13.5 Motivating the sales representative 212
13.6 Handset subsidies 214
13.7 Non-traditional sales 216
13.7.1 Cross-selling 216
13.7.2 Bonus point programmes 217
13.7.3 Network effect/viral selling 217
13.8 Sales out 218
14 Tariffing 219
14.1 But isn't tariffing simple? 220
14.1.1 Cost-plus tariffing 220
14.2 Some customers are willing to spend more 221
14.2.1 Airline analogy 221
14.2.2 Applying the example to telecoms 225
14.3 Profit and pricing 226
14.3.1 Prices and usage 228
14.3.2 The variety in acceptable price 229
14.3.3 Prices for service introduction 230
14.3.4 Penny for your thoughts 231
14.3.5 Pricing of bundles ('service packages') 232
14.4 Preparedness for tariffing 232
14.4.1 Marketing research 232
14.4.2 Tariff modelling 233
14.4.3 Tariff trials 234
14.4.4 Tariff adaptation 234
14.5 How about one price for all? 234
14.5.1 Pricing by data traffic 235
14.5.2 Home zones and hot spots 236
14.6 3G licences and the price 237
14.6.1 Price 3G for mass market adoption 237
14.6.2 Not a free for all 238
15 Billing 239
15.1 Charging, billing, reporting 240
15.1.1 Charging collects the data 240
15.1.2 Billing creates the invoice 241
15.1.3 Reporting gives information to the caller 241
15.2 Micropayments 241
15.2.1 Credit risk 242
15.2.2 To bank or not to bank? 243
15.2.3 Tracking advertising and promotion revenues 243
15.2.4 Tracking digital rights 244
15.2.5 Billing can also be an added value service 245
15.3 From billing to product management and marketing 245
15.4 The call for one bill 246
15.5 Revenue assurance 247
15.5.1 Revenue leakage and profit 248
15.5.2 Revenue assurance and 3G 248
15.5.3 Billing complaints 249
15.6 End to billing 250
16 Other Revenue Streams 251
16.1 Redefining the operator position 252
16.2 Business models 253
16.2.1 Case Jippii Group 253
16.2.2 Case Sonera Zed 255
16.2.3 Case I-Mode 256
16.3 Operator revenue strategies 257
16.3.1 Selling location data 259
16.3.2 Location based push services 259
16.3.3 m-Commerce 261
16.3.4 mAd (mobile advertising) 261
16.4 Revenue sharing 263
16.4.1 Revenue sharing levels 264
16.4.2 More money? 266
17 Combatting Churn 267
17.1 Basics of churn 268
17.1.1 Who is a churner? 268
17.1.2 Why customers churn - three general reasons 269
17.1.3 The joiner 269
17.1.4 The leaver 270
17.1.5 The changer 271
17.1.6 Selecting customers to target 271
17.1.7 Stayers 272
17.2 Churn is good - targeting competitors' customers 272
17.3 Churn is bad - don't let valuable customers churn 273
17.4 Combatting churn 274
17.4.1 Price as the weapon 274
17.4.2 Technical barriers and churn 275
17.5 Number portability 276
17.5.1 Changing numbers 276
17.6 Loyalty programmes 277
17.7 Handset subsidies 277
17.7.1 What makes subsidies so damaging? 279
17.8 From techniques of authentification to identity 280
17.9 Back to the brand 281
17.10 Community think 282
17.10.1 Customer intelligence and churn 284
17.10.2 Keeping customers happy 285
17.11 An end to churn 286
18 Marketing Plan 287
18.1 Business, marketing, advertising plans 288
18.1.1 Business plans 288
18.1.2 Marketing plans 288
18.1.3 Hierarchical nature of plans 289
18.1.4 Segment marketing plans 290
18.2 Marketing plan outline 291
18.2.1 Plan ahead 293
19 Postscript 295
Being Part of the 3G Revolution 301
Abbreviations 303
Bibliography 307
Useful Websites 309
Index 313