Tomi T. Ahonen & Timo Kasper 
3G Marketing [PDF ebook] 
Communities and Strategic Partnerships

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.

Inhoudsopgave

About the Authors.

Foreword.

Acknowledgements

1. Introduction.

2. Market Intelligence.

3. Segmentation.

4. Service Development and Management.

5. Partnership Management.

6. Terminals.

7. Distribution.

8. Portals.

9. Promotion.

10. Branding.

11. Service Adoption.

12. Reachability.

13. Selling Mobile Services.

14. Tariffing.

15. Billing.

16. Other Revenue Streams.

17. Combatting Churn.

18. Marketing Plan.

19. Postscript.

Being Part of the 3G Revolution.

Abbreviations.

Bibliography.

Useful Wesites.

Index.

Over de auteur

Tomi T. Ahonen is an Independent 3G Consultant based in
London. He has presented at 100 conferences in six continents and
lectures at Oxford University’s 3G courses. He previously
headed Nokia’s 3G Business Consultancy Department and oversaw
Nokia’s 3G Research Centre. He also worked as Nokia’s
Segmentation Manager. Earlier he worked for Elisa and Finnet
International in Finland and OCSNY in the USA. Tomi’s
accomplishments include the world’s first fixed-mobile
service bundle, the world record for taking market share from the
incumbent, and a multi-operator billing system. He started his
career on Wall Street. Tom holds an MBA from St. John’s
University NY, and a Bachelors in Marketing from Clarion
University. His previous books are m-Profits and Services
for UMTS.

Timo Kasper is the Director, Finance, Administration and
ICT (CFO) of Observer Finland, a company specializing in
Competitive Intelligence and Business Environment Scanning
services. Timo has been responsible for constructing winning
strategies for the emerging competitive markets in Finland and
deployed innovative IT and telecoms solutions. Earlier he worked as
the Business Controller for Computer 2000 (aka Tech Data),
Finland’s largest IT wholesaler, and started his career as an
Auditor and Consultant at Arthur Andersen & Co. where he
participated in a wide range of attest service assignments, mergers
and acquisitions, legal and financial due diligence and business
process re-engineering projects. Timo holds a B.Sc. (econ.) degree
from the Helsinki School of Economics and Business Administration
and lives with his family in Espoo Finland.

Sara Melkko is an Independent Expert in the field of
telecommunications and the Internet, having worked in Finland and
Germany as Marketing and Brand Manager with the digitally
converging solutions provided by Elisa Communications across fixed,
mobile and broadband telecoms, and then with pioneering mobile
Internet innovations with Jippii Group. Sara then worked with IT
security matters with SECUDE Gmb H. Sara has a multicultural and
-lingual background and holds a Business Administration
degree from the University of Passau in Germany and has completed
the ‘European Master’s Degree in Human Rights and
Democratisation’ programme in Venice and Padua, Italy. Sara
currently focuses on Human Rights Business perspectives within
Corporate Social Responsibility. She currently maintains home bases
in Frankfurt and Helsinki.