3g Marketing: Communities And Strategic Partnerships Three G Marketing
معرفی کتاب «3g Marketing: Communities And Strategic Partnerships Three G Marketing» نوشتهٔ Tomi T. Ahonen, Timo Kasper, Sara Melkko، منتشرشده توسط نشر Wiley & Sons Australia در سال 2004. این کتاب در 7 صفحه، فرمت pdf، زبان انگلیسی ارائه شده است.
This book should help telecom operators, equipment manufacturers, content providers and the capital markets manage their $1 trillion bet on the success of 3G. -Assaad Razzouk, Deputy Head of Global Corp Finance, Nomura International plc
The authors provide an insightful discussion into a wealth of service possibilities that could be delivered by UMTS. -Dr Stanley Chia, Director, Group R&D - US, Vodafone
A welcome change from the technology-led literature, Service for UMTS focuses on the services and applications end of the mobile multimedia world. -Dr Didier Bonnet, Global Head of Strategic and Business Consulting, Telecom and Media Practice, Cap Gemini Ernst & Young
This book explains some of the compelling services the players in the wireless industry will be able to develop and deploy based on the 3G and 4G infrastructure. -Jeff Lawrence, Director of Technology, Intel
This is certainly the most comprehensive work I have seen on the subject. The book explains how varous elements of technology, product development and system integration have come together to build successful 3G services. -Regina Nilsson, Director, Telecom Practice, PwC Consulting, Northern Business Unit
UMTS is not about technology, it's about Services...
The UMTS (Universal Mobile Telecommunications System) or 3G (3rd Generation mobile networks) environment is the ultimate convergence of fixed and mobile, voice and data, content and delivery. The result is the largest, and most complex communications system that man has designed. The industry is expected to generate revenues in excess of a trillion dollars in less than ten years. If you want a challenge, then this is the industry to be in.
Services for UMTS is about the near future, where UMTS allows mobile phones and other devices for communications, entertainment, personalised services, utility and fun to be used in new ways.
While it is difficult to predict the future in a precise way, broad categories and general service ideas are emerging. This volume looks at over 200 of these possible applications and provides more detailed scenarios on over 170 of them. It explores these ideas in depth, with suggestions on how to create exciting and viable services for a new world.
Written for the non-technical reader and with a strong business focus, Services for UMTS is a must-read for anybody wanting to enter the UMTS environment, to understand it, or to make money in it.
Services for UMTS intends to answer many of the current UMTS service questions as well as introduce new ideas and concepts to enable operators to create a winning UMTS services strategy.
- What should be the focus of service creation for rapid profits in UMTS
- What are the key segments that should be addressed with UMTS services
- What are the roles of the network operator, service provider, application developer, system integrator, and others in partnership
- How to build more value into digital services to turn them into killer applications for their target segments
- What are the differentiating factors that will separate the leaders from the UMTS pack
- How the new Mobile Internet differs from the existing fixed Internet, and why users, content and revenues will migrate to the Mobile Internet
- The 5 M's of creating desirable and profitable UMTS service
Author Biography: Tomi is an independent consultant on 3G strategy. Previously he set up and headed Nokia's Global 3G Business Consultancy department. Earlier he worked for three operators/carriers in Finland and New York, creating the world's first fixed-mobile service bundle, and setting a world record for challenger operator market share, as well as participating in telecoms standardization. He started work as a controller on Wall Street. Tomi holds an MBA from St John's University New York.
Joe has been in the telecommunications industry since 1979 when he joined BT. He has worked in the mobile telecommunications arena since 1985 where he worked in the emerging European mobile phone market. He has been with Nokia for over 10 years holding various positions in sales, marketing and strategic areas for the mobile infrastructure business. He started his career in the Royal Navy as a radio engineer and now lives in Finland with his family.
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 UMTS is not about Technology, it is about Services... The UMTS or 3G environment is the ultimate convergence of fixed and mobile, voice and data, content and delivery. The result will be the largest and most complex communications system that man has designed. If you want a challenge then this is the industry to be in. Services for UMTS (Universal Mobile Telecommunication System) or 3G (3rd Generation mobile networks) is a book about the near future, where UMTS allows mobile phones and other devices for communication, entertainment, personalised services, utility and fun to be used in new ways. While it is difficult to predict the potential of UMTS in the future in a precise way, broad categories and general service ideas are emerging. This book looks at over 200 of these possible applications and provides more detailed scenarios for over 100 of them. It explores these ideas in depth, with suggestions on how to create exciting and viable services for a new world. This book intends to answer many of the current UMTS service questions as well as introduce new ideas and concepts to enable operators to create a winning UMTS services strategy. * What should the focus of service creation be to ensure early time to profit in UMTS? * What are the key market segments that should be addressed with UMTS services? * Is there a killer application or applications that will revolutionise the industry? * What are the differentiating factors that will separate the leaders from the UMTS pack? * 15 aspects of the business analyzed by value chains and business models * The 5 M's of successful UMTS Service Definition Written for the non-technical reader and with a strong business focus, Services for UMTS is a "must-read" for anybody wanting to enter the UMTS environment, make money in it, or to understand it.UMTS as a technology allows for exciting new applications of some of the best ideas of services in the fixed telecoms, cellular/mobile telecoms, and internet environments, with many revolutionary new possibilities which simply do not exist in the current media and communications vehicles.The current worldwide interest in UMTS/3G is driven partly by the iminent roll-out of the new infrastructure during 2002/3. The general consensus in the telecoms industry is that that services will be driving this new UMTS/3G industry, and with no historical reference points, a large worldwide demand exists for this type of book. 'm-Profits: Making Money from 3G Servives' will discuss 3G services from the view of what is needed for the service to provide value to the user, which technical features of the 3G network will be used, what is the value proposition for the user, how will money be made out of delivering the service, and discussions on how revenue sharing propositions might work to benefit content providers and network operators.
* Addresses subject from the viewpoints of network operator, virtual operator, service provider, content provider, and end-user
* Explains how will money be made out of delivering 3G services
* Covers the key issues of 'revenue sharing' and competition
* Includes 12 service vignettes Essential reading for mobile operators dealing with marketing, product development, 3G people, content providers, business Development, mobile Services people, consultants, bankers and media professionals.
Next generation wireless is not about technology, it is all about marketing....
What is the service offering rather than the features of the latest handset? Who are the customers and which are the most profitable? How do you identify and market to communities? How do you tariff for profit? If you need to know the answers and more, you really need to read this book.
In the 1990s mobile operators underutilized marketing and only focused on rapid expansion of capacity and connecting new subscribers. Today, with the mobile services industry more mature and competitive, the authors unveil how more modern marketing is needed for success both in market share and profitability.
3G Marketing explains the role of early adopters, communities, reachability, brands, portals, and handsets to 3G success. It shows how success in 3G is dependent on successfully building strategic partnerships by covering issues from market intelligence to sales channel support.
Aimed at the non-technical person, this authoritative resource gives clear and practical advice on how to use modern marketing methods to promote and sell mobile services. It provides a perfect and invaluable introduction for anybody entering mobile telecoms or companies faced with the need to partner with operators as crucially, it explains how services and applications can be brought to the market in the fiercely competitive 3G marketplace.
Next generation wireless is not about technology, it is all about marketing....
What is the service offering rather than the features of the latest handset? Who are the customers and which are the most profitable? How do you identify and market to communities? How do you tariff for profit? If you need to know the answers and more, you really need to read this book.
In the 1990s mobile operators underutilized marketing and only focused on rapid expansion of capacity and connecting new subscribers. Today, with the mobile services industry more mature and competitive, the authors unveil how more modern marketing is needed for success both in market share and profitability.
3G Marketing explains the role of early adopters, communities, reachability, brands, portals, and handsets to 3G success. It shows how success in 3G is dependent on successfully building strategic partnerships by covering issues from market intelligence to sales channel support.
Aimed at the non-technical person, this authoritative resource gives clear and practical advice on how to use modern marketing methods to promote and sell mobile services. It provides a perfect and invaluable introduction for anybody entering mobile telecoms or companies faced with the need to partner with operators as crucially, it explains how services and applications can be brought to the market in the fiercely competitive 3G marketplace.