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IMS Services: A Guide To Effective Marketing

IMS Services: A Guide To Effective Marketing. Given by: William (Duffy) Mich Chairman & CEO Aperio CI Place: RCA Business Development Conference Date: October 11, 2007. IMS: What Is It?.

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IMS Services: A Guide To Effective Marketing

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  1. IMS Services: A Guide To Effective Marketing Given by: William (Duffy) Mich Chairman & CEO Aperio CI Place: RCA Business Development Conference Date: October 11, 2007

  2. IMS: What Is It? Internet Protocol Multimedia Subsystem: Technology that enables carriers to deliver rich multimedia content and services to end users • Audio • Video • Data

  3. IMS Enables Providers to Deliver Customized Content to Meet Individual Preferences • Entertainment • Video/Movies • Gaming • Music • Information • News/Weather/Sports • Travel • Lifestyle

  4. IMS Represents Significant Business Opportunities to Operators • New Revenue Streams • Product Differentiation • Counteracts Commoditized Voice Communications • Extends Customer Lifecycles • Builds Brand Loyalty

  5. Marketing IMS: A Reality Check There are certain realities that providers should acknowledge when developing and introducing IMS services to the marketplace: • Most consumers are slow adopters of new technology • Providers should avoid the temptation of trying to force feed technology • Mainstream vanilla offers may mean little to end users

  6. Use History As A Guide Many new technologies and services failed to capture mindshare when first released because providers did not accurately gauge market drivers • MMS and other data services • Voice over IP • Web-based self-service portals

  7. Make IMS Services Appealing to End Users In order to avoid the mistakes of the past, may want to embrace specific nuances that could promulgate IMS adoption • Customers are Individuals • IMS enables the delivery of individual-specific content • Mass marketing IMS services contradicts the inherent strength of the technology Strategy: Focus on offers that address individual propensities

  8. Match Services With Customer Propensities Don’t operate in the dark! Operators have a tremendous wealth of information that can help can help achieve successful IMS market penetration. Through careful analytics, providers can understand: • Monthly Spend • Geographical Usage • Seasonal Spikes • Historical Family, Business & Lifestyle Use

  9. Use Data Wisely Good analytics is a lot more than just collecting and organizing data: • Exhaustive retrieval and cleansing of historical transactional data • Pricing call and session activity through various internal and competitive pricing schemes • Matching usage evaluation of customer propensities

  10. Make IMS Services Appealing Through careful analytics and evaluation, service providers can target IMS content based on: • Where end users are currently located • (restaurants, hotels, airlines, etc.) • Historical purchasing trends • (data services, notification services, etc.) • Lifestyle/business interests • (travel, sports, finance, etc.)

  11. Data Analytics Can Help Drive IMS Adoption • Provides a detailed understanding of customer behaviors and habits • Allows service providers to offer the most appealing service at the proper time • Enables operators to truly differentiate their services by targeting “Niche” audiences

  12. Conclusion Data Analytics Enable Providers To Efficiently Market IMS Services • Offers that add value to users • Maximizes use of marketing resources • Creates new revenue streams • Builds brand loyalty

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