Tag: marketing
Mention the forthcoming General Data Protection Regulation – GDPR – and people generally throw their hands in the air. The established view is that it is overly restrictive, burdensome, and anyway no-one will be ready in time. And how are we meant to do business in that kind of environment? Oddly, individuals seem more prepared […]
As any CMO in a telecommunications operator will know, when quarterly revenue targets aren’t being reached, the first thing to get cut is the advertising budget. It’s a quick win on the balance sheet and the CFO who most likely holds a thinly veiled disdain for marketing’s ‘excessive’ budget will be only too glad to […]
Whilst the telecoms industry seems to be spending and inordinate amount of time and money coming to grips with the digital revolution it is dwarfed by the issues being faced by other sectors no less affected. Retailers with traditional bricks and mortar outlets have had to rethink their whole strategy with the onslaught of online […]
You would be forgiven for thinking that Openet is a leading provider of information and knowledge to the communications industry, rather than a leading provider of real time charging technology. They have led the debate about where operators are going to find the revenues to replace those that are being eroded by the commoditisation of […]
50 percent of revenues in the automotive market come from premium services, according to Dr Ekkehard Stadie of Simon Kucher and Partners, speaker at the recent IIR pricing data and BSS conference. In telecoms, this figure is not quite ten percent. His presentation was full of examples of pricing pitfalls and billing blunders. How pricing […]
Research house Berg Insight predicts that mobile advertising will grow from almost €7 billion a couple of years ago to €28 billion in 2018. We believe that this is completely feasible – as long as we do not get a critical balance wrong. That balance is centred around trust and engagement. Bombard a customer with […]
How many times recently have you had a conversation – over a crisp glass of white perhaps – and with friends or family who have no idea what you do (“Billing, ah, how nice.”) about data? You know, the ones that go ‘well, I have this deal from Vodafone (other carriers are available) which includes […]
From time to time our industry becomes obsessed about ‘where things fit.’ In an agile, modern telco, we ask, should revenue assurance and fraud prevention be part of the same team? How should Marketing interact best with Billing or Customer Service? How, on earth, do we make our business ‘social?’ Over the last two years, […]
The jury is in, the verdict is clear. The need for responsiveness in the real-time world is driving a wholesale replacement of legacy BSS. ‘Time to market’ is the most critical driver. This is according to research house Infonetics and others (more details on the Infonetics research in our newsletter). The need to decrease time […]
We have said before that SMS is not dead. It will remain an important communications channel for operators and increasingly become a precision marketing tool for big brands. Toys “R” Us is the latest example of a brand using texts to target customers. Indeed, they may be the king of the hill. They have 450,000 […]
Recent Comments