3G Marketing: Communities and Strategic Partnerships

Tomi T. Ahonen, Timo Kasper, Sara Melkko

  • 出版商: Wiley
  • 出版日期: 2004-09-01
  • 售價: $1,500
  • 貴賓價: 9.8$1,470
  • 語言: 英文
  • 頁數: 358
  • 裝訂: Hardcover
  • ISBN: 0470851007
  • ISBN-13: 9780470851005
  • 相關分類: 行銷/網路行銷 Marketing
  • 下單後立即進貨 (約5~7天)




3G and its related modern services opportunity is a new game for mobile operators and presents challenges that the modern marketing staffs at mobile operators are not experienced in. No comprehensive book currently exists on how to market the new mobile services. As 3G networks come on line, and with ever increasing competitive pressures, a comprehensive marketing book focusing on mobile services is needed.

With 3G/UMTS the mobile operators will witness a mature marketplace where modern marketing tools and methods are needed. This is radically different from the second generation of mobile telecoms, when only speed of coverage and speed of connecting customers were keys to success. The operators will be facing more competitors, of more technical rival solutions, under heavy media and financial sector scrutiny, and under ever increasing pressure from owners. The technical platform will provide each competitor with roughly similar opportunities, so success in the market place will depend on optimal utilization of marketing methods. This book discusses all of them and provides proven lessons in which methods work in any given market situation.

  • Addresses subject from the viewpoints of network operator, virtual operator, service provider, content provider, and end-user
  • Explains how new 3G services will be marketed
  • Provides a strong focus on current technologies such as SMS, WAP and GPRS
  • Covers the traditional areas of marketing mix with emphasis on areas of significance for mobile services, i.e. brand, bundling, terminals, portals, etc
  • Highlights those topics that are poorly utilised or understood by cellular operators today, i.e. segmentation, market intelligence, reachability, churn, etc

Essential reading for mobile operators involved in marketing and product development, content providers engaged in product development, business development and marketing, as well as providing a firm grounding in the area for PR and advertising agencies, media professionals, consultants, bankers


Table of Contents:

About the Authors.



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.



Useful Wesites.




隨著3G / UMTS的出現,移動運營商將見證到一個成熟的市場,需要現代營銷工具和方法。這與第二代移動通信時代截然不同,當時只有覆蓋速度和連接客戶速度是成功的關鍵。運營商將面臨更多的競爭對手,更多的技術競爭解決方案,媒體和金融部門的嚴格監管,以及業主的不斷增加的壓力。技術平台將為每個競爭對手提供大致相似的機會,因此在市場上的成功將取決於營銷方法的最佳利用。本書討論了所有這些方法,並提供了在任何市場情況下哪些方法有效的實證教訓。



1. 作者簡介
2. 前言
3. 致謝
4. 引言
5. 市場情報
6. 分割
7. 服務開發和管理
8. 合作夥伴管理
9. 終端
10. 分銷
11. 門戶
12. 推廣
13. 品牌
14. 服務採用
15. 可達性
16. 選擇