This section contains the following information:
MetaSwitch MarketVisions is a unique program offering a package of resources
and services to support growth in various areas such as business expansion into new regions,
new customer markets and/or providing additional enhanced services to the existing customer base
in the face of increasing competition.
Utilizing the combined experience of MetaSwitch and Pivot Media LLC, a well known
market strategy consulting firm, the Marketing Next-Generation Services to Consumers class is designed to provide effective,
market-tested strategies and specific, actionable tactics and tools in order to support
a service provider's ability to succeed in the residential market.
The critical Marketing functions of Product Development, Packaging,
Market Segmentation and Communications, and Sales are all explored, leveraging research and
competitive analysis for revenue-generating products such as IPTV, Fixed-Mobile Convergence,
Unified Messaging, and VoIP in both defensive and offensive business models. MetaSwitch will provide you
with a suite of resources and tools to empower your efforts after the class.
- To discuss practical business-to-consumer marketing strategies for a better understanding of
marketing's role in today's competitive environment.
- To provide an understanding of next generation products and their demand in the marketplace.
- To provide marketing plan templates which include practical tools that you can put to use in your
marketplace.
None. Attendance on the
Introduction to MetaSwitch Features and Applications
course would be valuable though not required.
The MetaSwitch Marketing Next-Generation Services to Consumers training course is a 1 day course.
It runs from 9am to 5pm.
Check the course schedule
to see what dates are scheduled for future courses.
The course is split into the following modules:
1. The Consumer Telecommunications Market Introduction
A briefing of the market environment for telecommunications service providers
competing for residential subscribers including outlining the challenge of declining access line
and revenue and key success factors for operating in this challenging market.
2. Marketing Best Practices
A managerial orientation and strategic introduction to marketing and the role it plays
in today's competitive environment. We'll explore specific business-to-consumer marketing tactics
and discuss how they have changed as competition enters the market. We'll also discuss the difference
between marketing and being market driven.
3. Next Generation Products
The introduction of IP into the network provides a variety of product and
feature applications and opportunities. MetaSwitch and Pivot has done extensive research on how carriers,
large and small, are deploying and marketing next generation services to consumers with both offensive
and defensive market objectives.
3.1 Outline Products and Usage
Explanation of specific next generation products and their value proposition
in the marketplace. These products will include Consumer VoIP, including 2nd line VoIP,
Fixed-Mobile Convergence, Self-Care Portal, Unified Messaging, IPTV and Triple Play.
3.2 Marketing Tactics and Pricing Discussion
We'll summarize research we've gathered and offer case studies on how
service providers are marketing, packaging, and pricing next generation services.
4 Marketing Tools
Based on previous discussions, we'll review and provide a series of marketing tools
that students can take back to their individual markets and implement.
- Market Research Plan - provide a survey template to determine market specific demand.
- Marketing Message Deliverables - provide a series of marketing communications tools:
- Sample newsletter articles specific to next generation products
- Sample press release announcing the launch of next generation products
- Sample website language to describe next generation products
- Sample ad copy that highlights feature sets and bundles with suggested pricing.
Copy can be used for individual collateral development, including direct mail, eMarketing,
and bill inserts.
- Sample sales scripts that can be used by CSRs for next generation products
- Marketing Calendar Template - outline specific tactical marketing plan milestones for
a marketing campaign cycle.
- Marketing Campaign ROI Calculator - provide a marketing campaign ROI spreadsheet that can be used
to determine effectiveness.
Students in the Marketing Next-Generation Services to Consumers class will receive a CD ROM with the tools
and resources shared during the session including:
- Marketing Research Plan
- Marketing Message Samples
- Marketing Calendar Template
- Marketing Campaign ROI Calculator