STL Partners - business model innovation in the TMT sector

Executive Briefings
Telco 2.0™ Advertising & Marketing 2.0 Research Practice: Engaging more closely with Consumers

Context

The groundbreaking Telco 2.0 research The 2-Sided Telecoms Market Opportunity - "Sizing the new $125Bn platform services opportunity" revealed a huge new potential market opportunity through the application of two-sided business models / platform based business models to telecoms market opportunities.

However, the report also showed that realising these new potential revenues is non-trivial and requires a truly strategic approach across the industry. It's critical for Telcos to understand and apply key principles, serve real customer and market needs, be aware of possible solutions, and participate in a range of industry partnership approaches to unlock this potential. It requires a depth of approach and application against a number of market sectors and applications, and critically, the development of detailed and viable business models.

The "The Two-Sided Telecoms Market Opportunity" report
identified 7 leading Market Applications

Telco 2.0™ Advertising & Marketing 2.0 Research Practice

Key Questions Answered

The key questions addressed by this Advertising & Marketing 2.0 Research Practice are:

  • "What are the main market opportunities in Advertising and Marketing?"
  • "What are the strategies and approaches required to address these opportunities?"

Key Issues to be addressed

  • Upstream Service Providers (Brands, Agencies, Aggregators, Publishers): How to understand consumers' interests more effectively; how to standardise digital ad formats; How to leverage data (demographic + preference + usage + contextual) to target marketing communications; How to manage campaigns across multiple digital systems and processes and channels; How to create better performance metrics?
  • Downstream consumers: how to receive more relevant and timely promotions via appropriate media?
  • Telcos: How to create a valuable and scaleable platform to support the needs of marketers?

Key Telco Assets to leverage

  • Customer data (for customer profiling and ad personalisation)
  • Telco advertising inventory (web portal, handset, idle screen, SMS, MMS, voice)
  • Response channel (SMS, MMS, click to call, URL)
  • Rating Engine (for performance metrics)

Potential telco value proposition

  • A Telco Platform needs to provide Interactivity - the ability to engage with the customer in an on-going way throughout their lifetime by providing:
    • Standardisation - especially on mobile, to achieve ubiquitous availability of the mobile medium to advertisers (formats, processes, etc.)
    • Response Channel - the ability, as part of the interaction, for customers to redeem vouchers and pay for things with the Telco account
    • Personalisation & Targeting - the capability to target the long-tail with relevant messages
    • Performance tracking - ability to offer cross-operator metrics to brands and agencies

Advertising & Marketing 2.0 Practice Strategy Reports

Advertising & Marketing 2.0 Practice Executive Briefings

Telco 2.0™ Executive Briefings are c.30 page in-depth analyses on key topics:

  • Customer Data and Privacy (Mar 2009)
  • Key Metrics (Apr 2009)
  • Case Studies - Case Study / Use Cases (May 2009)

Telco 2.0™ Executive Briefing Subscription Service

Briefings are available individually, in packages, or as part of the overall Telco 2.0™ Executive Briefing Subscription Service.

We also offer packages including the briefings and one or more of any of the 150+ page strategy reports giving access to the full breadth and depth of Telco 2.0™ strategy research.

For further information please email contact@telco2.net