Developing a new marketing approach

This session sets the overall requirements of marketing within a rapidly evolving business environment - providing the foundations on which the remaining marketing sessions are built.

Defining the overall goals of marketing (including key metrics), this session explores a new approach that puts the customer at the centre of strategy and marketing development.

• What is Marketing?
• Pressures for a New Approach
• Convergence
• Marketing New Content
• Competition
• Customers
• Customers as Assets
• The Impact of Dissatisfied Customers
• Customer Loyalty
• Relevance, Real value, Active dialogue
• Pressures for a New Approach
• Does the 4Ps Approach Work?
• Measuring Marketing Effectiveness
• Qualitative objectives
• ARPU and AMPU
• Churn Reduction
• Measuring Customers over Their Lifetime
• Customer Lifetime Value (CLV)
• Customer Lifetime Profit (CLP)
• Measuring Recency
• Marketing Effectiveness Metrics
• Aligning Marketing Spend to Value Drivers?

Customer segmentation

Segmenting the market is a technique that both handset manufacturers and operators employ to direct the appropriate message to their target customers. It allows the key benefits of different services, tariff structures, handsets, and usage scenarios to be defined and directed toward very different customer groups. This session looks at the use of segmentation within the industry, its benefits, and implementation.

• The Goals of Segmentation
• Traditional Segmentation Techniques
• Current Segmentation Approaches
• A Different Approach to Segmentation
• Experience, Not Product
• Customer Experience Solutions
• Segmentation and Loyalty
• A Model for Segmentation
• Developing Segmentation Models
• How to Approach Segmentation
• Emerging Segmentation Techniques
• Attitudinal / Behavioral Segmentation
• Prepaid Micro segmentation
• MVNO Lifestyle / Attitudinal Segmentation
• Segmentation: A Health Check

Solutions development and branding

Developing the right solutions – in line with the segmentation strategy – is a major factor in overall profitability. This session looks at that process in detail.

Branding requirements are also explored – effectively defining the message that operators, vendors and service providers send out to their customers, in line with their segmented market, and at various stages of their evolution. Operators brand evolution from new-entrant requirements to mature markets are explored, as well as multi-branding.

• New approaches
• The Solutions Proposition
• New Model for Telecoms Solutions Marketing
• From 4Ps ... To 4Es
• Solutions Differentiation by Segment
• Solutions Approach
• Basic Benefits
• Improvements
• Devices as Part of the Solution
• New Benefits
• Potential benefits
• Addressing Prepaid Customers
• Developing Prepaid Solutions
• Marketing Strategies
• Marketing Data Services to Prepaid Customers
• Whose Brand Is It Anyway?
• The Role of Partner Brands
• Branding and Sub-Branding
• Data Service Brands
• Segment-Specific Branding Examples
• Whose Brand Will the Consumer Choose?
• Critical Success Factors
• Segment-Specific Brand-Based Collaboration
• The Value of Telco Brands
• Convergence Brands - Future Potential

Pricing, bundling and billing telecoms solutions

Offering the right service at the right price, and making the service / product as attractive as possible will help drive sales and overall growth in customer numbers and revenue. This session looks at both traditional and advanced pricing and bundling of services – including different usage / tariff models, the use of discount pricing, mobile handset subsidies, and bundling of services. Billing is explored in terms of aligning with the overall segmentation and solution strategy.

• The Importance of Price
• Role of Pricing in Differentiated Solutions
• Factors Influencing Pricing
• Organisation
• Competition
• Customers
• Distribution
• Regulation
• Pricing and Technology Lifecycle
• Pricing and Product Lifecycle
• Pricing and Customer Lifecycle
• Price Elasticity of Demand
• Price from a Consumer Perspective
• The Evolution of Prices and Bundles
• Flat-Rate
• Pricing and Capacity
• Bundling
• Add-On Pricing
• Device Subsidies
• Ultra-Low-Cost Devices
• Addressing Very Price-Sensitive Users
• “Free” Pricing
• Convergent Pricing and Billing
• Customised Pricing
• Billing Approaches
• Prepaid
• Postpaid

Creating the Brand

Conducted within the island Telco exercise groups, this session is focused specifically on the brand, and provides an early opportunity to assess the relative merits or otherwise of various telecommunication brand options.

It allows participants to discuss their own group’s overall position and target sectors, to set the requirements for their products and brand, and to develop ideas for the brand itself.