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SYSTEM AND BUSINESS OF TELECOMMUNICATION
Contents
Product vs Service
Technology Service Marketing
Uniqueness of Techno Services Marketing
Diffusion of Innovation Curve
Technology Marketing Tools
Rule for Marketing the Technology
Versioning benefit :
expand markets
intensify the network effect,
drawing more customers and
increasing profitability
Creating market leadership
The challenge is to set up the versions so that
customers self-select the service that best
meets their needs and that provides
maximum profit for the service provider.
IM TELKOM 2013 SYSTEM AND BUSINESS OF TELECOMMUNICATION 23
Uniqueness of Techno Services Marketing
-Technology Brand-
categories Mass
of
technology Speed
brand :
Direction
IM TELKOM 2013 SYSTEM AND BUSINESS OF TELECOMMUNICATION 24
Uniqueness of Techno Services Marketing
blog.kitetail.com
13.5%
34%
13.5% 34%
16%
13.5%
Early adopters
More willing than the early majority to change their
behavior to adjust to new technologies
Able to imagine the benefits they would gain from the new
technology
Make their purchase decisions without requiring outside
recommendations
Technology enthusiast
Early majority
Will wait until the technology is easy to use
Not reluctant to accept new technology,
Need outside confirmation before making the investment.
Pragmatist, easy to setup & easy to use
concentrate on differentiating
Bowling the service,
alley period emphasizing value & return
(tunnel-like on investment to customers,
focus) assigning a low priority to
competition or infrastructure
Tornado period
Success in one market niche, enable the service provider to use its credibility in
new niches then develop the brand leadership that convinces the early majority to
buy.
Customers in multiple segments rush in and the marketing strategy focuses on
distribution, infrastructure, and competitive pricing to builds market share.
Finally, the mass market begins to buy, and the strategy changes
again. Prices begin to erode, because new customers are arriving
at a slower rate;
IM TELKOM 2013 SYSTEM AND BUSINESS OF TELECOMMUNICATION 35
DIFUSSION of INNOVATION CURVE
Operational excellence ;
Wide distribution
Ease of use
Reliable performance
Invest in infrastructure that
will ensure supply, minimize
returns, and provide
support
Customer intimacy ;
Customers who adopt new technologies in the late majority and
laggards who resist adoption for as long as possible respond best to
customer intimacy.
Period for harvesting, drawing profits from cash cows without
making further investments.
High-growth with a large market share are stars and require
investment during the growth phase. These units represent the future
profitability of the enterprise.
Low-growth and low-share units are dogs whose resources should
probably be redirected elsewhere.
High-growth products with a small market share are unknown, for
which investment might or might not result in creating new stars.
High market share businesses in mature markets of low growth are
cash cows when the laggards and the late majority finally come
around to adopting new technologies.
IM TELKOM 2013
http://www.quickmba.com/marketing/product/diffusion/ SYSTEM AND BUSINESS OF TELECOMMUNICATION 40
Technology Marketing Tools
Challenges ;
inability of conventional market research tools to assess
customer demand accurately
Potential customers simply do not have adequate
experience with the new services to give market
researchers legitimate reactions.
Among the best-known tools to improve market
research are ;
lead users,
empathic design,
quality function deployment.
These market research techniques depend less on what
customers say and more upon what they do
Leade users ;
those whose unusual present needs will represent
those of the mainstream in the future.
correspond roughly with the innovators on the
diffusion of adoption curve, but differ in that their
strong immediate functional needs eclipse
highly motivated to innovate because a solution will
benefit them
often cobble together their own prototype solutions
because they are not yet available in the marketplace.
atypical but valuable users of mainstream services
IM TELKOM 2013 SYSTEM AND BUSINESS OF TELECOMMUNICATION 43
TECHNOLOGY MARKETING TOOLS
Empathic design
observes the customer when using the service, to capture
the attitudes, behavior, and unmet needs that the
customer cannot articulate
record verbal and nonverbal activities and sensory or
emotional
reactions to service attributes.
uncover the triggers of use, the ways the customer uses
the service in ones own environment
useful for disruptive technology research, because it
refrains from asking customers questions that they simply
cannot answer about whether this new technology will
help them
apply well in the virtual environment
http://www.statechmarketing.com
IM TELKOM 2013 PeterSYSTEM
MirusAND BUSINESS OF TELECOMMUNICATION 51
Handy Resources & Refference