Marketing mobile services on the b2c market

Focus: This workshop is designed to help mobile operators, content providers and media companies in their work on formulating marketing strategies for the future market for mobile services.

2001 proved a turning point. The selling process shifted focus from new to replacement sales. Now mobile services based on SMS and WAP/GPRS represent an increasing part of operators’ revenue. On top of this, the majority of customers will require new terminals in order to be able to make full user of these revenue-generating services of the future. In short, the business is shifting its focus from talk to content based services.

If mobile operators are to survive the cost of establishing UMTS networks and services, they must ensure the development of revenue streams other than those generated by logos and ringing tones. It is important for operators to develop new revenue models and make it attractive for content providers and media companies to develop and market new and quality mobile services.

How this workshop can add value:
Strand Consult has been involved in the development of SMS- and WAP-based services since the technologies were first introduced. We have mapped and analysed operators’ experiences of SMS- and WAP-based services – both the good and the bad. We also have experience from starting up mobile content businesses. The workshop is based on this knowledge and these experiences, and our understanding of what it takes to be successful in the market for mobile services.

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