For Consumer Product Strategy Professionals

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	June 11, 2008 Home Workers Buy Telecom Services Like Consumers Tap The Full Potential Of This Segment With A Prosumer Product Strategist by Sally M. Cohen with Michelle de Lussanet, Remy Fiorentino, Laura Wiramihardja

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Executive Summary

For many consumers, the office and the home are now one and the same: 9% of North American online adults telecommute for an external employer at least once per week, and another 10% run a business out of their home. Although these consumers conduct business from their homes, they mainly opt for consumer-class services over more robust business tiers of landline voice, Internet, or wireless voice and data services. Moreover, telecommuters often foot the bill for their own services, even though they conduct business over the lines. What does this mean for telecommunications service providers? Consumer product strategists at these service providers are currently missing a lucrative opportunity with these high-earning, tech-loving consumers by not adequately addressing both their personal and business needs. To capitalize on this attractive market segment, service providers should sell to the professional consumer and even create a "prosumer" product strategist role to focus directly on home workers.

TABLE OF CONTENTS

• Home Workers Represent A Lucrative Market For Service Providers
• Home Workers Buy Telecoms Like Consumers, Not Businesses

RECOMMENDATIONS

• Service Provider Product Strategists Must Appeal To The "Prosumer"
• Related Research Documents

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