Ahonen / Kasper / Melkko 3G Marketing

Communities and Strategic Partnerships
1. Auflage 2005
ISBN: 978-0-470-01117-1
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 358 Seiten, E-Book

Next generation wireless is not about technology, it is allabout marketing....
What is the service offering rather than the features of thelatest handset? Who are the customers and which are the mostprofitable? How do you identify and market to communities? How doyou tariff for profit? If you need to know the answers and more,you really need to read this book.
In the 1990s mobile operators underutilized marketing and onlyfocused on rapid expansion of capacity and connecting newsubscribers. Today, with the mobile services industry more matureand competitive, the authors unveil how more modern marketing isneeded for success both in market share and profitability.
3G Marketing explains the role of early adopters,communities, reachability, brands, portals, and handsets to 3Gsuccess. It shows how success in 3G is dependent on successfullybuilding strategic partnerships by covering issues from marketintelligence to sales channel support.
Aimed at the non-technical person, this authoritative resourcegives clear and practical advice on how to use modern marketingmethods to promote and sell mobile services. It provides a perfectand invaluable introduction for anybody entering mobile telecoms orcompanies faced with the need to partner with operators ascrucially, it explains how services and applications can bebrought to the market in the fiercely competitive 3Gmarketplace.

Autoren/Hrsg.

Ahonen, Tomi T.

Kasper, Timo

Melkko, Sara

Inhaltsverzeichnis

About the Authors.
Foreword.
Acknowledgements
1. Introduction.
2. Market Intelligence.
3. Segmentation.
4. Service Development and Management.
5. Partnership Management.
6. Terminals.
7. Distribution.
8. Portals.
9. Promotion.
10. Branding.
11. Service Adoption.
12. Reachability.
13. Selling Mobile Services.
14. Tariffing.
15. Billing.
16. Other Revenue Streams.
17. Combatting Churn.
18. Marketing Plan.
19. Postscript.
Being Part of the 3G Revolution.
Abbreviations.
Bibliography.
Useful Wesites.
Index.

Über Autor(innen)

Tomi T. Ahonen is an Independent 3G Consultant based inLondon. He has presented at 100 conferences in six continents andlectures at Oxford University's 3G courses. He previouslyheaded Nokia's 3G Business Consultancy Department and oversawNokia's 3G Research Centre. He also worked as Nokia'sSegmentation Manager. Earlier he worked for Elisa and FinnetInternational in Finland and OCSNY in the USA. Tomi'saccomplishments include the world's first fixed-mobileservice bundle, the world record for taking market share from theincumbent, and a multi-operator billing system. He started hiscareer on Wall Street. Tom holds an MBA from St. John'sUniversity NY, and a Bachelors in Marketing from ClarionUniversity. His previous books are m-Profits and Servicesfor UMTS.
Timo Kasper is the Director, Finance, Administration andICT (CFO) of Observer Finland, a company specializing inCompetitive Intelligence and Business Environment Scanningservices. Timo has been responsible for constructing winningstrategies for the emerging competitive markets in Finland anddeployed innovative IT and telecoms solutions. Earlier he worked asthe Business Controller for Computer 2000 (aka TechData),Finland's largest IT wholesaler, and started his career as anAuditor and Consultant at Arthur Andersen & Co. where heparticipated in a wide range of attest service assignments, mergersand acquisitions, legal and financial due diligence and businessprocess re-engineering projects. Timo holds a B.Sc. (econ.) degreefrom the Helsinki School of Economics and Business Administrationand lives with his family in Espoo Finland.
Sara Melkko is an Independent Expert in the field oftelecommunications and the Internet, having worked in Finland andGermany as Marketing and Brand Manager with the digitallyconverging solutions provided by Elisa Communications across fixed,mobile and broadband telecoms, and then with pioneering mobileInternet innovations with Jippii Group. Sara then worked with ITsecurity matters with SECUDE GmbH. Sara has a multicultural and-lingual background and holds a Business Administrationdegree from the University of Passau in Germany and has completedthe "European Master's Degree in Human Rights andDemocratisation" programme in Venice and Padua, Italy. Saracurrently focuses on Human Rights Business perspectives withinCorporate Social Responsibility. She currently maintains home basesin Frankfurt and Helsinki.