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3G Consultant Tomi T Ahonen book m-Profits: Making Money from 3G Services

 

 

 


                                                            3G Marketing: New Strategic Partnerships

 †††††††††††††††††††††††††††††††††††††††††††††††††††††††††† Written by Tomi T Ahonen, Timo Kasper & Sara Melkko

333 pages, hardcover

published by John Wiley & Sons,

July 2004

 

 

NEW: Text from the back of the book added

Also first reviews of the book have been released

 

 

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The book 3G Marketing will covers such marketing subjects as customer intelligence, segmentation

service creation, service management, distribution, sales, promotion, branding, service adoption rates,

tariffs, billing, churn etc from an advanced mobile services viewpoint, and include discussions of specific

mobile matters such as 3G terminals, portals, reachability, handset subsidies and other revenue sources.

 

FIRST OPINIONS:

 

"3G Marketing is packed with useful and practical techniques and examples of how mobile operators can use modern targeted marketing to achieving success in the competitive marketplace."

††††††††††††††††††††††† - Steven S.K. Chan, Director Internet Services and Product Development, MobileOne Singapore

 

"The authors have accurately described the issues involved in the introduction of radically new services into untested markets, and provide a wealth of practical tools and methods to achieve market success."

††††††††††††††††††††††† - Claus Nemchinov, International Development Director, Shazam Entertainment, UK

 

"In this book the authors offer an insightful look into how modern wireless carriers are capitalising on their customer data and developing targeted marketing propositions."

††††††††††††††††††††††† - Jan-Anders Dalestam, Sr Vice President Business Development, Ericsson Wireless Communications, USA

 

"The authors combine a solid marketing foundation with the latest mobile telecoms phenomena such as reachability and communities to create a handbook for achieving customer satisfaction in the connected age."

††††††††††††††††††††††† - Alan Moore, CEO, Small Medium Large Xtralarge (SMLXL), UK

 

"This book is the first to explain how telecoms billing, tariffing, and revenue assurance all relate to profitability as operators rush to deploy advanced and complex services."

††††††††††††††††††††††† - David Leshem, Executive Vice President Marketing, Compwise, Israel

 

"Murfing and reachabilty are just two of the concepts introduced against an extensive menu of marketing techniques. These are all set against a backdrop of significant growth in usage of Mobile services globally and a need to professionalise usage segmentation, market intelligence, and partnerships."

††††††††††††††††††††††† - Mike Short, Vice President Research and Development O2, UK; and Chairman Mobile Data Association

 

 

FROM BACK OF BOOK

 

3G Marketing: Communities and Strategic Partnerships

by Tomi T Ahonen, Timo Kasper and Sara Melkko

333 pages, hardcover, John Wiley & Sons, 2004

 

Next generation wireless is not about technology, its all about marketingÖ

 

What is the service offering rather than the features of the latest handset? Who are the customers and which are the most profitable? How do you indentify and market to communities? How do you tariff for profit? If you need to know the answers and more, you really need to read this book.

 

In the 1990s mobile operators underutilized marketing and only focused on rapid expansion of capacity and connecting new subscribers. Today, with the mobile services industry more mature and competitive, the authors unveil how more modern marketing is needed for success both in market share and profitability.

 

3G Marketing explains the role of early adopters, communities, reachability, brands, portals, and handsets to 3G success. It shows how success in 3G is dependent on successfully building strategic partnerships by covering issues from market intelligence to sales channel support.

 

Aimed at the non-technical person, this authoritative resource gives clear and practical advice on how to use modern marketing methods to promote and sell mobile services. It provides a perfect and invaluable introduction for anybody entering mobile telecoms or companies faced with the need to partner with operators as crucially, it explains how services and applications can be brought to the market in the fiercely competitive 3G marketplace.

 

 

 

3G Marketing: Table of Contents

Foreword

Introduction

Market Intelligence: Before you can act, you must understand

Segmentation: Understanding your customer

Service Development and Management: Building desire

Partnership Management: Teaching an old dog new tricks

Terminals: A swiss army knife or..

Distribution: Marketing and selling through channels

Portals: The window to mobile services

Promotion: Building desire

Branding: Diamonds are a girl's best friend

Service Adoption: Early adopters are different from you and me

Reachability: Why mobile is so different from fixed

Selling Mobile Services: Could I interest you in some 3G?

Tariffing: Pricing for profit

Billing: Donít forget billing

Other Revenue Sources: Partnerships

Combatting Churn: Keeping customers loyal

Marketing Plan: How to do it

Postscript: Entering a new era in telecoms marketing

 

APPENDIX

Glossary

Bibliography

Websites

Index

 

 

 

 

About the authors:

 

Tomi T Ahonen is an author and independent consultant at TomiAhonen.com based in the UK

Timo Kasper is the Director, Finance, Administration and IT at Observer Finland

Sara Melkko is an independent mobile service marketing expert based in Germany

 

 

 

 

 

  

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