Implementing and Marketing VOIP Services

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Implementing and Marketing VOIP Services

• Presented by
• Diane Hicks, Partner
• John OBrien, President
• Objective Marketing

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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

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• Weve got the VoIP Equipment,now what do we do?

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Implementing and Marketing VoIP Services

• Agenda
• Tools for Implementing Marketing VoIP Services
• Case Study Objective Telecom
• Your Next Steps

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Developing, launching and marketing VoIP
solutions
Identify corporate objectives Identify corporate
strengths, weaknesses, opportunities and threats
Identify your market and size the opportunity
Research customer needs
Research competitive influences
Build product
Test and modify
Prepare, launch, and communicate
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Use SWOT to Identify a Companys Strengths,
Weaknesses, Opportunities, Threats
SWOT Analysis
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Sizing the Opportunity through Market Trend
Research
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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

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Understand your Customers Needs

• 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

• 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

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The 4 Ps of Marketing are used to Develop
Sell Products
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More on the 4 Ps
Price Pricing Strategy Discounts Bundling
Promotion Public relations Sales
promotions Promotional Strategy Marketing
Budget Advertising Message Media Mix
Product Functionality Appearance Quality Pack
aging Features Warranty Support Brand/Name
Place Sales Channels Order Processing Logisti
cs
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Operational Readiness

• Acquiring Numbers
• LD
• 911
• Regulatory Filings
• Process Flow Changes
• Equipment and Fulfillment
• Customer Installation
• Customer Training
• Technical Support
• Internal Training

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Case Study
Introducing Objective Telecom, an IOC serving
Rural and Suburban Markets
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Objective Telecom Overview
Case Study
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
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Objective Telecoms Position in the Market
Case Study
SWOT Analysis
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Case Study
Objective Telecoms 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

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Objective Telecoms 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 Sale
s force needs a new product for this
market SMBs are an influential economic force
in our markets
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Objective Telecoms Residential VoIP Plan
Case Study
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Objective Telecoms SMB VoIP Plan
Case Study
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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

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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

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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

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Objective Marketing can help you meet your VoIP
Objectives
CONTACT US Diane Hicks, Partner
972-588-8604 diane.hicks_at_objectivemktg.com John
OBrien, President 972-588-8607 jmo_at_objectivemkt
g.com VoIPossibilities Dallas, TX