This paper describes the work that has been carried out to understand the relevance, importance and value attached to instant news by consumers in a developing country. A unique methodology combining off line and on line approaches was used to identify the consumers' response to the concept and identify the stated vs. real intent to use the service. The methodology was designed to capture the interest drop from heightened interest stage to product fatigue stage.
With major expenditure on 3G licenses by various network suppliers and massive R&D costs incurred by hand-set manufacturers, it is vital for key market players to optimise 3G strategy. This paper explores the consumer element of these strategies and provides valuable insight in how 3G should be deployed and used in three different European countries and the US. We learn whether consumers are willing to switch to 3G technology when available, the 3G applications of most interest, the price premium that consumers are prepared to pay for the new service and the companies they will trust as 3G service providers. We also examine the relative position of key players in the UK and Germany both on the current technology market and forthcoming 3G technology arena. Results support a strategy of targeting specific consumer groups who will be the first to try and more willing to pay a price premium for these services. Providers with a strong market position continue to be strong 3G providers as long as they remain competitive. There are clear opportunities for a few dynamic wireless companies that appear to be preferred as 3G providers.
This paper attempts to synthesise most of the related theories and the practical experience in the telecom industries, especially in the case of Germany and Hungary. One should clearly see that by means of basic penetration figures there are two fundamentally different types of markets in these countries. The main stake of the deviation originates from the distinct status of the telecom cultures. The paper examines the differences resulting from the above-mentioned factors mainly from consumer behaviour perspectives. In addition solutions are provided for the identified problems, utilizing the experience of the liberalisation of the Hungarian telecom market. The study is based on research carried out on behalf of Matav Plc.
Network operators have no claim on the final consumers. The consumer's relationship with the network is channelled through the service provider, and the consumer does not necessarily have to interact with the network.Yet fierce competition exists between the networks to retain their own airtime customers. What kind of interaction can improve the network's loyalty? This paper explores these issues using data mining techniques. The Portal, in particular, is reviewed in terms of its effect on the loyalty of those under 25 years.
This paper begins by estimating a composite measure (index) of attitudinal loyalty for customers of a major telecom supplier's ISP services. The index is constructed in such a way as to maximize differentiation amongst respondents. Next it employs finite mixture methodology for identifying latent customer groups based on the index. It then assigns intuitively meaningful, robust information theoretic measures of importance to both drivers' of within group dependent measures, as well as drivers' of between group membership.
This paper examines important issues facing telecommunication firms with regard to their website design. The key finding is that telecom websites are complex by trying to achieve many different roles simultaneously. The paper stresses the importance of usability as a means of creating positive online experience and in turn customer satisfaction. This is all the more relevant for telecom firms where the user rarely has direct exposure to the organisation. Consequently the online experience can directly translate into overall satisfaction, regardless of other factors. Good usability thus plays a fundamental role in creating customer loyalty, retention and ultimately customer value.
This paper assesses how operators view Mobile Internet and whether they see it as a threat or opportunity. It evaluates the key Mobile Internet issues confronting operators and suggests actions that they can potentially take to best exploit the opportunities in a challenging market environment.
The paper is an example of researching and handling content services in Eurotel Prague. The strong role of substitutes, primarily the Internet, and limited capability of current hardware represent the main limitations for mobile content services usage. On the other hand, the availability and reliability of mobile content is evaluated very positively. Valuable segments are strongly interested in relevant content.
The highly developed Nordic telecom market has undergone enormous changes in the past decade. From dealing with a single customer group (fixed line only), we now face a much more sophisticated market with three coexisting groups: fixed line only; both fixed line and mobile; and wireless 'mobile only'. TNS Nordic Telecom Index gives an overview of end-users in Norway, Denmark, Finland and Sweden. New methods have been developed for gathering information from the 'mobile only' group.The paper compares this new and growing group with traditional groups. Finally the strategic marketing implications of this new knowledge are explored.
This study tested the market and revenue potential for Mobile Centrex in the Norwegian business market. Mobile Centrex is a system that allows businesses to change from using fixed line telephones to partially or entirely using mobile phones. The Price & Analysis department at Telenor Mobile conducted a series of studies to determine its potential, starting in the late spring of 2000, just before the product launch. Starting with focus groups with users and decision-makers, an understanding was created on how the market would receive a finished product. This led into a quantitative concept test that determined the size of the market potential, the main drivers and barriers, as well as the adoption rate. An analysis of the first businesses adopting Mobile Centrex was made, determining whether Mobile Centrex positively affected the average airtime minutes per user. Also, the paper discusses whether Mobile Centrex will affect the economy positively of both users and telecom operators.
This paper describes how marketing intelligence allows Sony Ericsson to make a more valid assessment of the capitalised value of new products and services enabled by 2.5 and 3rd generation technology. As standard (conjoint) methodologies do not suffice, a new trade off technique is presented. The article focuses on the practical and methodological problems that made the new technique necessary. In addition, the paper describes the types of results and how Sony Ericsson uses them. The paper is based on the learnings gained in two global surveys in 2001.