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Implementing and Marketing VOIP Services

Implementing and Marketing VOIP Services. Presented by: Diane Hicks, Partner John O’Brien, President Objective Marketing. Objective Marketing. Objective Marketing is a full service marketing firm specializing in the telecommunications industry. Our services include:.

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Implementing and Marketing VOIP Services

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  1. Implementing and Marketing VOIP Services Presented by: Diane Hicks, Partner John O’Brien, President Objective Marketing 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 Objective Marketing • 972-588-8620 • www.objectivemktg.com

  3. We’ve got the VoIP Equipment,now what do we do? Objective Marketing • 972-588-8620 • www.objectivemktg.com

  4. Implementing and Marketing VoIP Services Agenda Tools for Implementing & Marketing VoIP Services Case Study: Objective Telecom Your Next Steps Objective Marketing • 972-588-8620 • www.objectivemktg.com

  5. Developing, launching and marketing VoIP solutions Identify corporate objectives Identify corporate strengths, weaknesses, opportunities and threats Identify your market and size the opportunity Research competitive influences Research customer needs Build product Test and modify Prepare, launch, and communicate Objective Marketing • 972-588-8620 • www.objectivemktg.com

  6. Use SWOT to Identify a Company’s Strengths, Weaknesses, Opportunities, & Threats SWOT Analysis Objective Marketing • 972-588-8620 • www.objectivemktg.com

  7. Sizing the Opportunity through Market Trend Research Objective Marketing • 972-588-8620 • www.objectivemktg.com

  8. Sizing the Opportunity through Segmentation • Further segmentation of residential market • Age Groups • Income Level • Education • Lifestyle (PRIZM) • Product (CPNI consideration) • Further segmentation of business market • Employee size • Industry type • Revenue Objective Marketing • 972-588-8620 • www.objectivemktg.com

  9. 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 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 Objective Marketing • 972-588-8620 • www.objectivemktg.com

  10. Product Place Target Market Price Promotion The 4 “P”s of Marketing are used to Develop & Sell Products Objective Marketing • 972-588-8620 • www.objectivemktg.com

  11. More on the 4 “P”s Product: Functionality Appearance Quality Packaging Features Warranty & Support Brand/Name Price: Pricing Strategy Discounts Bundling Promotion: Public relations Sales promotions Promotional Strategy Marketing Budget Advertising Message Media Mix Place: Sales Channels Order Processing Logistics Objective Marketing • 972-588-8620 • www.objectivemktg.com

  12. Operational Readiness Acquiring Numbers LD 911 Regulatory Filings Process Flow Changes Equipment and Fulfillment Customer Installation Customer Training Technical Support Internal Training Objective Marketing • 972-588-8620 • www.objectivemktg.com

  13. Case Study Introducing: Objective Telecom, an IOC serving Rural and Suburban Markets Objective Marketing • 972-588-8620 • www.objectivemktg.com

  14. Case Study Objective TelecomOverview Company Name: Objective Telecom Markets: Rural/Suburban USA Total Access Lines: 250,000 Bus: 75,000 Res: 175,000 Company Services: Access lines, DSL, Calling Features, Dial and Dedicated Internet, CPE, Voice Mail, Centrex, T-1s, ISDN Competitors: Mobile Telephone, ABC Cable Co., CPE Unlimited, VoIP USA, Alternative Telephone Build future revenue streams and maintain control of customer relationship Corporate Objective: Objective Marketing • 972-588-8620 • www.objectivemktg.com

  15. Objective Telecom’s Position in the Market Case Study SWOT Analysis Objective Marketing • 972-588-8620 • www.objectivemktg.com

  16. Case Study Objective Telecom’s Customer/Market Segmentation 30% of customer base 70% of customer base • Other attributes to consider: • Type of business • Number of employees • Age/need to replace CPE • Other attributes to consider: • Income • Education • Existing Products (CPNI Considerations) • Broadband Penetration Objective Marketing • 972-588-8620 • www.objectivemktg.com

  17. 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 company has 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 alternatives Sales force needs a new product for this market SMBs are an influential economic force in our markets Objective Marketing • 972-588-8620 • www.objectivemktg.com

  18. Objective Telecom’s Residential VoIP Plan Case Study Objective Marketing • 972-588-8620 • www.objectivemktg.com

  19. Objective Telecom’s SMB VoIP Plan Case Study Objective Marketing • 972-588-8620 • www.objectivemktg.com

  20. Objective Telecom … Six Months Later Case Study • What should Objective Telecom do now? • Assess sales progress and product feedback • Make necessary changes • Continue product promotions to initial market segments • Assess market opportunity, select additional target market segments • Develop products for new target segments • Market to new segments Objective Marketing • 972-588-8620 • www.objectivemktg.com

  21. 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 Objective Marketing • 972-588-8620 • www.objectivemktg.com

  22. 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 Objective Marketing • 972-588-8620 • www.objectivemktg.com

  23. Objective Marketing can help you meet your VoIP Objectives • CONTACT US • Diane Hicks, Partner • 972-588-8604 • diane.hicks@objectivemktg.com • John O’Brien, • President • 972-588-8607 • jmo@objectivemktg.com • VoIPossibilities • Dallas, TX Objective Marketing • 972-588-8620 • www.objectivemktg.com

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