Telecommunications
Telecommunications Marketing: Talking your language – from LTE, to apps, to operator churn
In the fast-paced and ever-evolving world of telecommunications, sector knowledge is both a lifeline and a game-changer.
When it comes to telecommunications marketing and telecommunications market research, KAE has developed an enviable reputation among our clients as an authority – a ‘go to’ source of original thinking and guidance. This is down to our fluency in this sector, to our work across the entire telco eco system – from network infrastructure vendors, fixed line and ISPs, to handset brands and mobile operators.
These are just some of the questions we’ve answered lately:
- How should a mobile operator strategy leverage Broadband consumer VoiP?
- How can we utilise service bundles to reduce churn?
- How can we maximise margin in B2B network sales?
- How are our strategic stakeholders translating our mobile operator strategy?
- What can we learn about customer service from brands outside of Telco?
Brand
A translation mapping exercise will provide dashboard control of corporate communications, whilst also revealing how permeable the organisational intelligence boundaries are
How is our strategy being translated?
Client: Mobile handsets
A leading mobile brand had a critical question: how was its corporate strategy being translated by its diverse set of strategic stakeholders (financial, competitor, consumer, trade, industry analysts and partners)? To determine the answer, KAE developed a ‘stakeholder translation’ map. Through desk and primary research, we mapped this ‘translation’ against the desired awareness and attitudinal objectives for corporate communications. The result? We highlighted key elements of the strategy that were not being translated, whilst also highlighting critical flaws in controlling competitive intelligence.
Price
Use research to deconstruct your proposition into its constituent components and understand who values what, where in the sales process, and why
Building margin by understanding value
Client: Network infrastructure
The client needed to understand how to maximise margin in its B2B enterprise sales engagements for highly complex and multi-faceted solutions. KAE’s response was first to deconstruct the proposition into its constituent components of value (hardware, services etc). Next, using our own qualitative research trade-off mechanism, we were able to understand why the value associated with individual elements of the proposition varied throughout the engagement lifecycle. As a result, our client was able to utilise a pricing model that helped sales staff to understand what to articulate, and when, during the sales process – along with the financial impact on the business of each element.