3G Marketing, ® Marketing
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3G Marketing
3G Marketing: Communities and Strategic Partnerships
Tomi T. Ahonen, Timo Kasper and
Sara Melkko
© 2004 John Wiley & Sons, Ltd ISBN: 0-470-85100-7
Reviews of
3G Marketing
:
“
3G Marketing
is packed with useful and practical techniques and examples
of how mobile operators can use modern targeted marketing to achieving
success in the competitive marketplace.”
Steven S K Chan
Director, Internet Services and Product Development
MobileOne, Singapore
“The authors have accurately described the issues involved in the introduction
of radically new services into untested markets, and provide a wealth of
practical tools and methods to help achieve market success.”
Claus Nehmzov
International Development Director
Shazam Entertainment, UK
“In this book the authors offer an insightful look into how modern wireless
carriers are capitalising on their customer data and developing targeted
marketing propositions.”
Jan-Anders Dalenstam
Sr Vice President, Business Development
Ericsson Wireless Communications, USA
“The authors combine a solid marketing foundation with the latest mobile
telecoms phenomena such as reachability and communities to create a
handbook for achieving customer satisfaction in the connected age.”
Alan Moore
CEO
Small Medium Large Xtralarge (SMLXL), UK
“This book is the first to explain how telecoms billing, tariffing, and revenue
assurance all relate to profitability as operators rush to deploy advanced
and complex services.”
David Leshem
Executive Vice President Marketing
Compwise, Israel
3G Marketing
Communities and Strategic Partnerships
Tomi T Ahonen
Independent Consultant, UK
Timo Kasper
Observer Finland, Finland
Sara Melkko
Independent Expert, Germany
Copyright © 2004
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Library of Congress Cataloging in Publication Data
Ahonen, Tomi T.
3G marketing : communities and strategic partnerships / Tomi T. Ahonen, Timo Kasper,
Sara Melkko.
p. cm.
Includes bibliographical references and index.
ISBN 0-470-85100-7 (cloth : alk. paper)
1. Cellular telephone services industry. 2. Cellular telephone equipment industry.
3. Cellular telephones—Marketing. I. Title: Three G marketing. II. Kasper, Timo.
III. Melkko, Sara. IV. Title.
HE9713.A356 2004
384.5′3′0688—dc22
2004011077
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
ISBN 0-470-85100-7
Typeset in 10/12pt Times by Integra Software Services Pvt. Ltd, Pondicherry, India.
Printed and bound in Great Britain by TJ International Ltd, Padstow, Cornwall.
This book is printed on acid-free paper responsibly manufactured from sustainable forestry in
which at least two trees are planted for each one used for paper production.
Contents
About the Authors
xvii
Foreword
xix
Acknowledgements
xxi
1 Introduction
1
1.1 A look back
2
1.1.1 Enter I-Mode
5
1.1.2 The flap about WAP being a failure
6
1.1.3 Growth rate
7
1.2 What have we learned?
8
1.2.1 Telecoms operators and 3G marketing
9
1.3 Lets touch upon definitions of 3G
10
1.3.1 So what is 4G
12
1.3.2 W-LAN or Wi-Fi is definitely not 4G
12
1.3.3 4G will arrive ten years from now
13
1.4 To sum up
13
2 Market Intelligence
15
2.1 What is market intelligence
16
2.1.1 Evolution of market intelligence
16
2.1.2 Information, analysis, knowledge and intelligence
16
2.1.3 Knowledge or Intelligence
17
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