November 26, 2008

How US Online Consumers Research And Purchase Telecom Services

Providers Take To The Web, But Consumers Are Slow To Follow

by Sally M. Cohen, Remy Fiorentino

with Michelle de Lussanet, Laura Wiramihardja

Executive Summary (This is a document excerpt)

As marketing and eBusiness functions at cablecos and telcos increasingly focus on the online channel to reach customers effectively while keeping costs low, consumer product strategists can't afford to ignore the Web and its impact on their business. Simultaneously, consumers are increasingly getting information about TV, phone, and Internet services — and, in some cases, signing up for subscriptions — online. Product strategists at telcos and cablecos looking to grow their market share should pay close attention to these online researchers and buyers — although they are still few in number, they're an affluent group of decision-makers who spend more on home services than offline researchers. To capitalize on the trend of selling, marketing, and provisioning communications and video services online, product strategists must work cross-functionally to ensure that their products are properly represented on the Web.

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