IPTV Watch: Research into IPTV video viewing habits
There is a lot of talk these days about who’s watching what where, IPTV Watch is trying to make sense of it all (see below) but the bottom line remains the same - consumers don’t really care about all the technology that goes on behind the scenes. When they sit down to watch TV they want to see all their favorite programs. It sounds really simple but it sure doesn’t hurt having some advanced marketing capabilities to pull that off in a way that keeps customers happy and coming back for more.
| Leave a Comment September 17th, 2007
IPTV puts Telco’s on TV
To begin with, Europe’s large telecom operators embraced IPTV to defend their broadband and voice revenues from cable operators moving to triple play and rival broadband providers. Now they also have to find ways to combat free-to-air digital terrestrial TV (DTT) and well established pay TV, such as Sky.
| Leave a Comment September 17th, 2007
Using social networks to increase SMS usage
Much has been said about the power of word of mouth marketing. The following example makes good use of this marketing tactic to increase traffic and revenues from messaging services.
A cellular provider sent an SMS to a small group of subscribers with a very high quantity of different destinations they sent messages to. The SMS offered a Happy Hour special at 50% off for each SMS, but in order to take advantage of the offer, the subscriber needed to sign up by sending a short SMS code. So essentially, any subscriber could take part in the special offer even if they didn’t receive the SMS invite. Since SMS is a service that encourages replying, along with the increase in usage noted among subscribers that signed up for the special, the number of messages received by each subscriber also increased. But since the reply messages were sent at full price, the special succeeded in creating an additional derivative income.
How does this work exactly?
| Leave a Comment September 5th, 2007
The Connection Between SMS Rate Updates and Changes In Usage
Once you have determined the Optimal Price for Messaging Services in order for your promotion to succeed you need to take your customers’ perception of the new state of affairs into account at every stage of the game. In this post we’ll be talking about other issues influencing a promotion beyond the rate itself, such as how changes are made, the timing of the changes, and how the changes are perceived. So even in cases where the current rate is far from the optimal SMS rate, much can be attributed to the power and timing of the change. When increasing the price of the service for example, it is recommended to do that in a gradual manner so as not to dramatically influence the customers’ perception and bring about a sharp decrease in usage as a result of raising rates.
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