October 18th, 2007

Making Marketing Sense From Convergence (White Paper)

By Guy Talmi - Senior Marketing Director

‘Making Marketing Sense From Convergence’ is a White Paper by Emma Mohr-McClune of Current Analysis, demonstrating how marketing delivery platforms enable operators to deliver converged offers before they actually converge their networks. This gives marketers the ability to implement contextual and personalised marketing to micro-segments in a converging services landscape.

Marketing delivery platforms are online toolboxes which allow marketing executives to plan, execute and manage user-specific, cross-platform promotions and campaigns in a contextual, personalized and time-sensitive manner.This emerging marketing technology has the potential to bridge many of the hurdles integrating and converging service providers face today in reaching across currently distinct service platforms and customer sets. If the future of service bundles is user-intelligent cross-selling, marketing delivery platforms could play a valuable role in allowing integrating service providers to leap-frog the current period of convergence confusion and disruption for a seamless, and more sophisticated approach to customer lifecycle management.

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October 9th, 2007

Multiplay services – can they deliver?

By Guy Talmi - Senior Marketing Director

Everyone is under the impression that the shift to multi-play services is going to solve operators’ problems but that isn’t really the case. According to some recent data from Pyramid Research, triple-play bundles may not help telcos.

Yes, multi-play services have made things more competitive for everyone involved, but there is still a lot to say about how effective they are when operators don’t have that much control over what each viewer is seeing on their screen.

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