april 15, 2005 objective marketing 972-588-8620 1 implementing and marketing voip services...
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April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
1
Implementing and Marketing VOIP Services
Presented by:Presented by:Diane Hicks, PartnerDiane Hicks, Partner
John O’Brien, PresidentJohn O’Brien, PresidentObjective MarketingObjective Marketing
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
2
Objective Marketing
Objective Marketing is a full service marketing firm specializing in the telecommunications industry. Our services include:
• Product Development and
Management
• Market Research
• Acquisition programs
• Loyalty and retention programs
• Revenue modeling and
reporting
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
3
We’ve got the VoIP We’ve got the VoIP Equipment,Equipment,
now what do we do?now what do we do?
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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Implementing and Marketing VoIP Services
Agenda
• Tools for Implementing & Marketing VoIP Services
• Case Study: Objective Telecom
• Your Next Steps
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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Developing, launching and marketing VoIP solutions
Build product
Build product
Identify your market and size the opportunity
Identify your market and size the opportunity
Test and modify
Test and modify
Prepare, launch, and communicate
Prepare, launch, and communicate
Research customer needs
Research customer needs
Identify corporate objectivesIdentify corporate strengths, weaknesses, opportunities and threats
Identify corporate objectivesIdentify corporate strengths, weaknesses, opportunities and threats
Researchcompetitive influences
Researchcompetitive influences
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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StrengthsInternal analysis of company’s competitive advantages.
•Market position and brand
•Product•Services
WeaknessesInternal analysis of company’s disadvantages.
•Market position and brand
•Product•Services
OpportunitiesExternal analysis of company’s ability to meet unfulfilled customer needs.
•New technology•Changes in regulations•New products and
features•Changes in competitive
outlook
ThreatsExternal analysis of changes in the market place that may pose a threat to company’s sales and revenues.
•New technology•Changes in
regulations•Competitors
SWOT Analysis
Use SWOT to Identify a Company’s Strengths, Weaknesses,
Opportunities, & Threats
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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Sizing the Opportunity through Market Trend Research
Communications Trends
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
2004 2005 2006 2007 2008 2009
US Population Mobile Users VoIP Projection Broadband Projection
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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Sizing the Opportunity through Segmentation
• Further segmentation of Further segmentation of residential marketresidential market• Age GroupsAge Groups• Income LevelIncome Level• EducationEducation• Lifestyle (PRIZM)Lifestyle (PRIZM)• Product (CPNI Product (CPNI
consideration)consideration)• Further segmentation of Further segmentation of
business marketbusiness market• Employee sizeEmployee size• Industry typeIndustry type• RevenueRevenue
Major Market Segments
SMB10%
Large3%
Res67%
SoHo20%
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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Understand your Customer’s Needs
Residential• Reduce telecommunication
costs• Unlimited long distance• International calling• Additional lines• Privacy • Control• Simplicity
Small Office/Home Office (SOHO)
• Appear larger to customers• Expand reach – need an urban
number• Additional lines• Mobility• Fax • Marketing• Simplicity
Small to Medium Business (SMB)
• Inter-office calling• Tie multiple locations• Expandability• Urban presence• Manage lines and voice mail• Reduce costs• Toll Free• Remote access
Enterprise Customers• Inter-office calling• Tie multiple locations• Expandability• Toll Free• Manage lines and voice mail• Moves, adds and changes• Reduce costs• Internal control
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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The 4 “P”s of Marketing are used to Develop & Sell
Products
Promotion
Promotion
ProductProduct PlacePlace
Target Market
Target Market
PricePrice
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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More on the 4 “P”s
Price:
Pricing Strategy
Discounts
Bundling
Price:
Pricing Strategy
Discounts
Bundling
Promotion:
Public relations
Sales promotions
Promotional Strategy
Marketing Budget
Advertising
Message
Media Mix
Promotion:
Public relations
Sales promotions
Promotional Strategy
Marketing Budget
Advertising
Message
Media Mix
Product:
Functionality
Appearance
Quality
Packaging
Features
Warranty & Support Brand/Name
Product:
Functionality
Appearance
Quality
Packaging
Features
Warranty & Support Brand/Name
Place:
Sales Channels
Order Processing
Logistics
Place:
Sales Channels
Order Processing
Logistics
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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Operational Readiness
• Acquiring Numbers• LD • 911• Regulatory Filings• Process Flow Changes• Equipment and Fulfillment• Customer Installation• Customer Training• Technical Support• Internal Training
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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Case Study
Introducing:
Objective Telecom,an IOC serving Rural and Suburban Markets
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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Objective Telecom Overview
Corporate Objective:
Build future revenue streams and maintain control of customer relationship
Company Services:
Total Access Lines: 75,000
Res:
Markets:
Bus:
Company Name:
Objective Telecom
Rural/Suburban USA
250,000
175,000
Access lines, DSL, Calling Features, Dial and Dedicated Internet, CPE, Voice Mail, Centrex, T-1s, ISDNCompetitors: Mobile Telephone, ABC Cable Co., CPE Unlimited, VoIP USA, Alternative Telephone
Case Study
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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Objective Telecom’s Position in the Market
Strengths• Strong brand recognition• Community presence• Existing business
relationship• Strong customer service• Knowledgeable, dedicated
employees• Full suite of wireline
services
Weaknesses•Not seen as “Cutting
Edge”•No wireless product
solution•No video platform•Scale
Opportunities•Tie new VoIP to wireless
solution•Bundled broadband, VoIP
and Wireline services
Threats•Line Loss to wireless,
Cable, national VoIP firms, and CLECs
•Loss of customer relationship
SWOT Analysis
Case Study
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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Business Customers by Segment
SOHO60%
SMB30%
Large10%
Other attributes to consider:
• Type of business
• Number of employees
• Age/need to replace CPE
30% of customer base
Case Study Objective Telecom’s
Customer/Market Segmentation
Residential Customers by Age
Over 5534%
Ages 41-5540%
Ages 20-4026%
70% of customer base
Other attributes to consider:
• Income
• Education
• Existing Products (CPNI Considerations)
• Broadband Penetration
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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Objective Telecom’s Initial VoIP Target Market
Segments
Case Study
Initial Residential Target Market: Who: Suburban, in territory customers
Age range 20 and 40 With DSL or cable broadband service
Why: Aggressive suburban cable companyhas been capturing primary and secondary
lines
Initial Business Target Market: Who: SMBs in both rural and suburban markets
Many have aging CPE that needs replacement
Growing businesses need additional services Why: SMBs with aging CPE are looking for
alternativesSales force needs a new product for this
marketSMBs are an influential economic force in
our markets
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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Objective Telecom’s Residential VoIP Plan
Product• Additional line; in territory
only• 2 plans: block of time and
unlimited• Features included:
VoicemailCaller ID, etc.Find me/follow meSim Ring
• 24x7 Technical Support• Additional number/out of
area number: optional
Price• 2 plans available; $20
with 500 minute block; $30 with unlimited
• Installation/Adapter Pricing: waived with 1 year commitment
• $5 monthly discount when bundled with: Access line DSL
Place• Channel: Call Center
initially, web ordering in next phase
• Adapter Fulfillment: outsourced
• Fulfillment materials required include installation instructions, FAQs, and user instructions
• Technical Support: provided internally by current ISP tech support
Promotion•Promotion: one month
free•Press Release•Bill Inserts, E-Mail•Door Hangers•Mass Media
NewspaperRadio
•Call Center training and contest
Case Study
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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Objective Telecom’s SMB VoIP Plan
Product• Available in territory, plus
branch offices out of territory
• Sold on a “per seat” basis and includes dedicated internet
• All features included, plus voice mail
• 24x7 Technical Support• Toll Free numbers & out of
territory numbers available• Block of time LD available• 1 POTS line required for
FAX & 911
Price• Per seat price $60• Price includes dedicated
internet access• CPE can be purchased or
leased• Installation Fee: waived
with 2 year commitment• Volume and term
discounts provided
Place• Channel: Direct Sales• VoIP and IADS warehoused• Extensive preparation for
installation and customer training; including quick reference cards and “train the trainer” material
Promotion• Press Release• Economic development
and civic group presentations
• Direct Mail• Sales commissions, plus
contest and bonus during launch
Case Study
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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Objective Telecom … Six Months Later
Case Study
What should Objective Telecom do now?
1. Assess sales progress and product feedback
2. Make necessary changes 3. Continue product promotions to initial
market segments 4. Assess market opportunity, select
additional target market segments5. Develop products for new target
segments6. Market to new segments
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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Your Next Steps
Analyze your VoIP Opportunity• Perform SWOT analysis• Segment and analyze your customer base• Research customer needs• Assess competitive threats• Select target markets and set penetration
goals
Develop Products for Selected Segments
• Design products to meet segment needs and corporate objectives
• Develop pricing and promotional offers• Set unit and revenue goals• Name your product
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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Your Next Steps (cont.)
Operational Readiness•Update and test customer life-cycle
processes: ordering, provisioning, billing, repair
•Work with vendors on fulfillment, technical support, LD
•Obtain number pools•Beta test with select customers•Train employees
Product Launch•Identify sales channels and communication
vehicles•Develop product support and marketing
materials•Communicate objectives and marketing plan
to employees•Launch communication plan•Track results
April 15, 2005 Objective Marketing •
972-588-8620 • www.objectivemktg.com
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Objective Marketing can help you meet your
VoIP ObjectivesCONTACT US
Diane Hicks, Partner 972-588-8604
John O’Brien, President
VoIPossibilitiesDallas, TX