•  The cost of poorly-designed marketing strategies
• Quantitative objectives: customer acquisition, revenue, profit, market share, growth, churn, brand value
• Qualitative objectives: brand awareness, customer development and retention, customer satisfaction, recency, partnerships
• The contribution of segmentation to marketing objectives

Section 2 - Impact of the 21^st century telecoms environment on segmentation approaches

• Key macro-environmental trends: globalisation, information access, mobility in developed and developing markets
• Key telecoms trends: voice revenues, IP/data revenues, profitability, convergence, content, competitive environment
• Characteristics of the telecoms customer
• New segmentation approaches

Section 3 - Identifying and quantifying market segments in telecoms

•  Mature and emerging markets
• Incipient and nascent segments
• Geo-demographic and behavioural segmentation
• Macro- and micro-segmentation
• Consumer and business segments
• Wholesale and retail segments
• Quantitative evaluation: revenue, cost to market, profit, growth
• Qualitative evaluation: segment duration, up- and cross-sell, partnerships, loyalty, churn
  

Section 4 - Designing segment-specific products and services

• Identifying the requirements of customers in different market segments
• The role of partners in delivering segment requirements
• Product-based segmentation
• Service-based segmentation
• Segment-specific bundling strategies

Section 5 - Segment-specific marketing strategies

• Branding: brand visibility, sole branding, co-branding
• Pricing and bundling: telecoms models, shared revenue opportunities
• Channels to market: wholesale, retail, partnerships and viral marketing
• Promotional strategies: advertising, PR, web 2.0, joint promotion