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For Consumer Product Strategy Professionals
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November 26, 2008 How US Online Consumers Research And Purchase Telecom ServicesProviders Take To The Web, But Consumers Are Slow To Followby Sally M. Cohen, Remy Fiorentino with Michelle de Lussanet, Laura Wiramihardja |
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Executive Summary
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.
TABLE OF CONTENTS
- The Web Plays A Small — But Growing — Role In Consumers' Telecom Purchases
- Online Researchers Are An Attractive Consumer Market Segment
RECOMMENDATIONS
- Product Strategists: Help Improve The Online Channel To Grow Market Share
- Related Research Documents
This is an excerpt
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