Implementing and Marketing VOIP Services

April 15, 2005 Objective Marketing •

972-588-8620 • www.objectivemktg.com

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Implementing and Marketing VOIP Services

Presented by:Presented by:Diane Hicks, PartnerDiane Hicks, Partner

John O’Brien, PresidentJohn O’Brien, PresidentObjective MarketingObjective 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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We’ve got the VoIP We’ve got the VoIP Equipment,Equipment,

now what do we do?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

Build product

Build product

Identify your market and size the opportunity

Identify your market and size the opportunity

Test and modify

Test and modify

Prepare, launch, and communicate

Prepare, launch, and communicate

Research customer needs

Research customer needs

Identify corporate objectivesIdentify corporate strengths, weaknesses, opportunities and threats

Identify corporate objectivesIdentify corporate strengths, weaknesses, opportunities and threats

Researchcompetitive influences

Researchcompetitive influences



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StrengthsInternal analysis of company’s competitive advantages.

•Market position and brand

•Product•Services

WeaknessesInternal analysis of company’s disadvantages.

•Market position and brand

•Product•Services

OpportunitiesExternal analysis of company’s ability to meet unfulfilled customer needs.

•New technology•Changes in regulations•New products and

features•Changes in competitive

outlook

ThreatsExternal analysis of changes in the market place that may pose a threat to company’s sales and revenues.

•New technology•Changes in

regulations•Competitors

SWOT Analysis

Use SWOT to Identify a Company’s Strengths, Weaknesses,

Opportunities, & Threats



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Sizing the Opportunity through Market Trend Research

Communications Trends

0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

2004 2005 2006 2007 2008 2009

US Population Mobile Users VoIP Projection Broadband Projection



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Sizing the Opportunity through Segmentation

• Further segmentation of Further segmentation of residential marketresidential market• Age GroupsAge Groups• Income LevelIncome Level• EducationEducation• Lifestyle (PRIZM)Lifestyle (PRIZM)• Product (CPNI Product (CPNI

consideration)consideration)• Further segmentation of Further segmentation of

business marketbusiness market• Employee sizeEmployee size• Industry typeIndustry type• RevenueRevenue

Major Market Segments

SMB10%

Large3%

Res67%

SoHo20%



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Understand your Customer’s Needs

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

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



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The 4 “P”s of Marketing are used to Develop & Sell

Products

Promotion

Promotion

ProductProduct PlacePlace

Target Market

Target Market

PricePrice



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More on the 4 “P”s

Price:

Pricing Strategy

Discounts

Bundling

Price:

Pricing Strategy

Discounts

Bundling

Promotion:

Public relations

Sales promotions

Promotional Strategy

Marketing Budget

Advertising

Message

Media Mix

Promotion:

Public relations

Sales promotions

Promotional Strategy

Marketing Budget

Advertising

Message

Media Mix

Product:

Functionality

Appearance

Quality

Packaging

Features

Warranty & Support Brand/Name

Product:

Functionality

Appearance

Quality

Packaging

Features

Warranty & Support Brand/Name

Place:

Sales Channels

Order Processing

Logistics

Place:

Sales Channels

Order Processing

Logistics



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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

Corporate Objective:

Build future revenue streams and maintain control of customer relationship

Company Services:

Total Access Lines: 75,000

Res:

Markets:

Bus:

Company Name:

Objective Telecom

Rural/Suburban USA

250,000

175,000

Access lines, DSL, Calling Features, Dial and Dedicated Internet, CPE, Voice Mail, Centrex, T-1s, ISDNCompetitors: Mobile Telephone, ABC Cable Co., CPE Unlimited, VoIP USA, Alternative Telephone

Case Study



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Objective Telecom’s Position in the Market

Strengths• Strong brand recognition• Community presence• Existing business

relationship• Strong customer service• Knowledgeable, dedicated

employees• Full suite of wireline

services

Weaknesses•Not seen as “Cutting

Edge”•No wireless product

solution•No video platform•Scale

Opportunities•Tie new VoIP to wireless

solution•Bundled broadband, VoIP

and Wireline services

Threats•Line Loss to wireless,

Cable, national VoIP firms, and CLECs

•Loss of customer relationship

SWOT Analysis

Case Study



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Business Customers by Segment

SOHO60%

SMB30%

Large10%

Other attributes to consider:

• Type of business

• Number of employees

• Age/need to replace CPE

30% of customer base

Case Study Objective Telecom’s

Customer/Market Segmentation

Residential Customers by Age

Over 5534%

Ages 41-5540%

Ages 20-4026%

70% of customer base

Other attributes to consider:

• Income

• Education

• Existing Products (CPNI Considerations)

• Broadband Penetration



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Objective Telecom’s 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 companyhas 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

alternativesSales force needs a new product for this

marketSMBs are an influential economic force in

our markets



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Objective Telecom’s Residential VoIP Plan

Product• Additional line; in territory

only• 2 plans: block of time and

unlimited• Features included:

VoicemailCaller ID, etc.Find me/follow meSim Ring

• 24x7 Technical Support• Additional number/out of

area number: optional

Price• 2 plans available; $20

with 500 minute block; $30 with unlimited

• Installation/Adapter Pricing: waived with 1 year commitment

• $5 monthly discount when bundled with: Access line DSL

Place• Channel: Call Center

initially, web ordering in next phase

• Adapter Fulfillment: outsourced

• Fulfillment materials required include installation instructions, FAQs, and user instructions

• Technical Support: provided internally by current ISP tech support

Promotion•Promotion: one month

free•Press Release•Bill Inserts, E-Mail•Door Hangers•Mass Media

NewspaperRadio

•Call Center training and contest

Case Study



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Objective Telecom’s SMB VoIP Plan

Product• Available in territory, plus

branch offices out of territory

• Sold on a “per seat” basis and includes dedicated internet

• All features included, plus voice mail

• 24x7 Technical Support• Toll Free numbers & out of

territory numbers available• Block of time LD available• 1 POTS line required for

FAX & 911

Price• Per seat price $60• Price includes dedicated

internet access• CPE can be purchased or

leased• Installation Fee: waived

with 2 year commitment• Volume and term

discounts provided

Place• Channel: Direct Sales• VoIP and IADS warehoused• Extensive preparation for

installation and customer training; including quick reference cards and “train the trainer” material

Promotion• Press Release• Economic development

and civic group presentations

• Direct Mail• Sales commissions, plus

contest and bonus during launch

Case Study



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Objective Telecom … Six Months Later

Case Study

What should Objective Telecom do now?

1. Assess sales progress and product feedback

2. Make necessary changes 3. Continue product promotions to initial

market segments 4. Assess market opportunity, select

additional target market segments5. Develop products for new target

segments6. 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 ObjectivesCONTACT US

Diane Hicks, Partner 972-588-8604

[email protected]

John O’Brien, President

[email protected]

VoIPossibilitiesDallas, TX

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Implementing and Marketing VOIP Services

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