3G Marketing: Communities and Strategic Partnerships

Description:

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.

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.

描述：
3G及其相關的現代服務機會對於移動運營商來說是一場新的遊戲，並且對於移動運營商的現代營銷人員來說，這帶來了他們沒有經驗的挑戰。目前還沒有一本全面的書籍關於如何營銷新的移動服務。隨著3G網絡的上線，以及競爭壓力的不斷增加，需要一本關注移動服務的全面營銷書籍。

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。

重點介紹了從網絡運營商、虛擬運營商、服務提供商、內容提供商和最終用戶的觀點來討論的主題。解釋了如何營銷新的3G服務。強調了當前技術（如短信、WAP和GPRS）的重要性。涵蓋了傳統的營銷組合領域，並強調了對移動服務具有重要意義的領域，例如品牌、捆綁、終端、門戶等。突出了當今移動運營商很少利用或理解的主題，例如分割、市場情報、可達性、流失等。

對於從事營銷和產品開發的移動運營商、從事產品開發、業務發展和營銷的內容提供商，以及為公關和廣告機構、媒體專業人士、顧問和銀行家提供了堅實的基礎的閱讀材料。

目錄：
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