For Consumer Product Strategy Professionals

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	March 9, 2007 VoIP Marketers: Price And Features Slowly Win Over Consumers To Win Users, Marketers Must Bring Pure-Play VoIP Closer To The Phone by Sally M. Cohen with Maribel D. Lopez, Alyssa L. Baer	Average: 10  (1 rating)

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Executive Summary

Despite an increasingly competitive provider landscape, only 5% of online households say that they use voice over IP (VoIP) — or its close derivative, voice over instant messaging (VoIM) — at home, and even fewer say that they plan to switch from their current home landline service to VoIP. While unlimited long-distance and prepackaged premium features might resonate with some consumers, quality concerns and service-switching inertia leave pure-play VoIP providers like Vonage and SunRocket struggling to connect with consumers. Going forward, VoIP technology stands to change the market by liberating voice from the phone; but, to win users today, pure-play VoIP marketers should position their services closer to the traditional phone, while calling out expanded features.

TABLE OF CONTENTS

• Consumers Haven't Warmed Up To VoIP
• Survey Says: Who Needs VoIP When PSTN Is Good Enough?
• Drive Penetration With Customer Segmentation And Feature Marketing

WHAT IT MEANS

• VoIP Will Change The Voice Market With Better Services And Bundling
• Related Research Documents

This is an excerpt

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