Telecommunication companies market their products and services to consumers, business customers and other service providers. Marketing techniques vary for each sector. The aim of telecommunication marketing is to generate the highest level of revenue from your network and strengthen customer loyalty. In consumer markets, focus on selling bundles of products to customers, while in business sectors, aim to build strong relationships as a channel for marketing additional services.
In consumer markets, you can utilize broadband access to offer what is known as the triple play – telephone, video and Internet. This enables you to increase revenue and customer loyalty and protects your customer base against competitive activity from low-cost telephone service providers and indirect competitors such as cable network companies.
Market your services to business customers using consultative selling techniques. Work with your customers to discuss their communication needs and provide advice on the services that meet those needs. The rapid changes in communication technology make it important to educate your customers on the relevance and benefits of new technologies. Discussion papers, seminars and other events form an important part of your marketing program.
Wholesale marketing is an important part of your program. You can offer service providers, such as other telecommunication companies, online video publishers and content providers, access to your networks to carry their traffic. These are called carrier services; they increase revenue for your business and enable other providers to extend their networks without building additional infrastructure. To market carrier services, communicate the benefits of a network with the reach, performance and capacity to meet customers’ needs.
To increase revenue and return on investment in your network, you must develop new products and services. The latest multi-service networks as of 2011, based on Internet Protocol (IP) technology, enable you to offer a much wider range of services on the same network than traditional dedicated voice networks. You can use the capability of IP networks to build video, data, Internet and voice services over the same infrastructure. To accelerate service development, work with network companies who provide advice on market opportunities as well as technical advice and support.
The increasing importance of mobile telecommunication threatens the voice revenue that was the mainstay of traditional telecommunication providers. Thus, it’s important to develop your own mobile offering or work in partnership with other mobile operators to offer joint services.