THE NETWORK LEITER: POSITIONING - RIGHT PRODUCT, RIGHT PLACE, RIGHT TIME

摘要

Positioning, may be the least understood marketing concept in telecom, or in any other industry. By positioning, I mean a telephone company supplier selling its products and services in ways that help the telephone companies meet their overall operating goals and objectives, and not simply selling them a product. Telecom equipment manufacturers are already in the business of designing and selling products with triple-play capabilities that can deliver new revenue-generating services for the carrier, aren't they? Generally true, but, in today's market, products and technology are table stakes. You need at least that much to be in the game. But, don't most vendors spend time and effort demonstrating the economic benefits of their products? Yes, there's lots of slideware, white papers, and business cases produced, but these things are calculated to prove-in a product by comparing it to either the telco's present method of operation (PMO) or a competing product.