Case Study

Presented by Remi Roy

Intro to E-M@rketing

December 17, 2004

Company Overview Employees : 64,000 people Buildings : 300 buildings Market cap : 26,2 billion Net Earning: 82 million Revenues : 4,781 million Number of local access lines in service: 12,962,000 Total Cellular and PCS wireless subscribers: 4,708,000 Total High-Speed Internet subscribers: 1,766,000 Total Satellite TV subscribers: 1,460,000

Canada’s Leading Communication Company

Provides:Residential and business customersWireline and wireless telecommunications products, applications and servicessatellite communications Direct-to-home television servicesSystems Integration ExpertiseElectronic commerce solutions Internet accessHigh-speed data services

Company’s Product Brands PCS and cellular Web browsing and data Two-way messaging Paging Airline passenger communications services.

ExpressX: provides the highest quality Direct-to-Home (DTH) services, 300 digital channels and a full interactive TV services.

Sympatico: is Canada's most popular Internet portal, it provides: an integrated collection of local, national and global Internet content Internet-based products and services for small-office/home office market

Performance and Improvisation

Setting standards to the IP Multi-Protocol Label System (MPLS)

To implant new system, the company had two objectives:

Migrate 100% of it core system to a persuasive national IP Multi-Protocol Label System by the next two years

Provide 90% of customers with access to a full of IP services by the next two years

Marketing Strategies

1. Deliver integrated Communications to customers

2. Setting the IP Standard in the industry

3. Driving performance through the Innovation, Simplicity, and Productivity

Set New Standards It developed and migrated all traffic onto a new national IP-

based network.

It aims to set those different standards:

InnovationSimplicity and ServiceEfficiency

Innovation

Provides:

Expanding next generation network and value added services New IP-based products Digital video services IP Television New MSM Sympatico portal

The 2 last StandardsSimplicity and Service:

Popular and value added bundled services Speech activated assistance to customers Unified and one stop service channels Faster customer response and enhanced experience

Efficiency:

Increase productivityFinancial discipline

Reports’ Stats

Wireless Susbribers

3,197 3,595

1,0261,113

0

1

2

3

4

5

Q3 03 Q3 04

In Thousands

PRE-PAID

POST-PAID

Internet Suscribers

1,3911,766

0,892

0,775

0

0,5

1

1,5

2

2,5

3

Q3 03 Q3 04

Dial-up

DSL HighSpeed

Network Access Services

8,539 8,427

4,549 4,535

02

46

810

1214

Q3 03 Q3 04

In Thousands

Business

Residential

Video Suscribers

1,352

1,46

1,25

1,3

1,35

1,4

1,45

1,5

Q3 03 Q3 04

In Thousands

Primary Shareholders

Existing and potential customers

Employees Small and medium businesses

Members of board of directors such as owners, the chairman, the chief executive officer and V-Ps.

Site Technology and Value Bubble Instances

Maintains an online presence with more available products and newservicesInternet users can see the industry trends and innovationsInform people on new products, and coming up standards

As Microsoft does, this corporation informs people on new standard generations and make sure that new products will be successful.

Attracting Technologies The web site’s design is attractive, colors, pictures,

animations, innovation trends, headlines…

The web’site uses content metatags to provide search engine with the information that customer wants to seek

After some tests on the search engine, the company has been found in most of the time

Using metatags in a page’s HTML to give simplicity and information to Internet users

Engaging TechnologiesWhole set of information: Web site links (stock exchange) Industry trends Subcontracting Wireless Internet access Satellite television promotions

Internet users can access and mange the resources and relations with the company

Weakness The company does not offer any payment online option

Retaining Technologies Sending e-mail information to clients to inform about new

products & services Customers use technology easily because company offers an

advanced and up-to-date technology that everyone understands

It was not possible:to know if company uses cookies on customers’ computer to indicate that the visitor is somehow special

Learning Technologies Databases from the potential and existing clients and

promotions over the web site Customer services section Forum Page Suggestion box

The corporation does not use any registration to get an online customer behavior tracking

It was not possible to know if the web site uses JavaScript, ASP or JSP

Relating Technologies Good customer service 24/7 online technical support The company has all technologies to serve customers, build

relationship, get databases, and finally, make its products and services attractive.

The company is present for different sponsorships, public relations, and donations (for example, it is a proud sponsor of Canadian Olympic teams)

Summary Specific strategies and plans to introduce new standards to up

date its web site and technologies It plans to be efficient in productivity and in all products and

services offered

Problem???

To introduce new standard and technology to much in advance

(case study 8 presents this typical problem that companies could encounter).