Competing For Share of Global Mobile Telecoms Industry Spend In 2010-2011: Supplier Marketing & Sales Strategies & Industry Outlook10 Dec 2010 • by Natalie Aster
London – “Marketing spend is expected to be high for North America in comparison to the other regions. On the other hand, the rest of the world region is expected to reduce marketing spend on ‘cross-selling / up-selling’ of products, ‘lead generation’ and ‘customer retention’ as compared to other geographies.”
The report “Competing For Share of Global Mobile Telecoms Industry Spend In 2010-2011: Supplier Marketing & Sales Strategies & Industry Outlook” by iCD Research analyzes how industry suppliers’ media spend, marketing and sales strategies & practices and business planning will be shaped in 2010 to 2011.
Marketing aims seem to differ according to company turnover, with small companies (turnover up to US$100m) expecting to spend more on ‘customer retention’, ‘customer acquisition’, ‘brand building / awareness’ and ‘cross-selling / up-selling’ in order to increase their market presence, The medium-sized companies (between US$100m-US$1bn) would rather direct their marketing spend on ‘lead generation’, ‘customer retention’ and ‘customer acquisition’ so as to hold on to their grounds, increase their market share and fight off competition effectively. Large companies (turnover US$1bn or more) plan to spend more on ‘cross-selling / up-selling’, ‘customer retention’ and ‘customer acquisition’ strategies.
Published: March 2010
Price: USD 2,000.00
Report Sample Abstract:
In terms of ‘process review / restructure’ strategy, companies are trying to increase the efficiency of their business processes in an effort to increase competitiveness and reduce operational expenses. Some of the steps undertaken include installing new base stations, higher integration of processes, improving forward and backward compatibility and low power dissipation rates.
As far as ‘technology advancements’ are concerned, companies are focusing on new products and services such as wireless broadband and low end market solutions, mobile applications and multimedia solutions. An executive from a radio network operator company based in North America states: “My company is concentrating more on protecting the exiting modes of mobile media measurement and a hold on R&D into next generation technologies.”
‘Selective capital expenditure’ is another major strategy being implemented by industry respondents: Companies are focusing on undertaking capital expenditure for select categories in order to reduce operational costs and optimize resource utilization. Exemplifying the key action, an executive from a telecommunication industry supplier operating in Asia Pacific states: “We undertake research in wireless data transmission for bringing out new products into the market”.
‘Outsourcing’ is considered another strategy to reduce operational expenditure and cost containment. An executive from a mobile service provider company operating in the Middle East states: “Our company has reduced the intake of the internal staffs and outsourced almost all major company functions to manpower consultancies.”
More information can be found in the report “Competing For Share Of Global Mobile Telecoms Industry Spend In 2010-2011: Supplier Marketing & Sales Strategies & Industry Outlook” by iCD Research.
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