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.

Die Betreiber mobiler Dienste unter 3G/UMTS müssen sich auf einen starken Wettbewerb einstellen, auf konkurrierende technische Lösungen und einen ständig steigenden Druck von Kundenseite. Der Markterfolg hängt dann wesentlich von der optimalen Nutzung der Marketingmethoden ab. Dieses Buch diskutiert sie alle.
- liefert bewährte Methoden für jede gegebene Marktsituation
- bespricht das Gebiet aus der Sicht der Netzbetreiber, der virtuellen Betreiber, der Service- und Content-Provider und der Endbenutzer
- zu den Schwerpunkten gehören moderne Technologien wie SMS, WAP und GPRS
- deckt den traditionellen Marketing-Mix ab, wobei die für mobile Dienste bedeutsamen Bereiche (Marke, Bundling, Terminals, Portale) besonders ausführlich dargestellt werden