Global - Convergence - Marketing Strategies


This report was archived in March 2006. The arrival of convergence whereby the user focus will move toward applications will require a change in business strategies. Those organisation playing in the New Media Market will have to shed their predominantly techno driven approach toward business into a far more marketing driven direction. The market will move from supply driven to demand driven and those with the best marketing and customer services will win, technologies are rapidly becoming commodities. It will be interesting to see if the industry can flourish in this environment.

Table of Contents

  • 1. Synopsis
  • 2. Related reports
  • 3. How to make money in a changing video market
    • 3.1 analysis 2005
    • 3.2 Broadcasting monopolies will crumble
    • 3.3 Tens of thousands of new video services
    • 3.4 New advertising models are overdue
    • 3.5 Why is permission-based not taken seriously?
    • 3.6 We need an innovative media and advertising industry
  • 4. Changing field of market research
    • 4.1 Introduction
    • 4.2 Don’t follow the industry
    • 4.3 Follow the customer
    • 4.4 Think non-linear
  • 5. Behaviour effects on development
    • 5.1 Think positively!
    • 5.2 Look for opportunities, not disasters
    • 5.3 Look for movers not laggers
    • 5.4 Vested interests hate changes
  • 6. Strategic reactions to market changes
    • 6.1 Diversification
    • 6.2 Build strategies around core business
    • 6.3 Niche marketing for smaller telcos
    • 6.4 The Internet business model
    • 6.5 New wholesale models
    • 6.6 Wholesale to dotcoms
    • 6.7 From vertical to functional organisation
  • 7. The key drivers of growth
  • 8. service providers
    • 8.1 Service providers as e-commerce leaders
    • 8.2 Overview of service providers
    • 8.3 Key market for ISPs
    • 8.4 New telcos – no winner, many losers
  • 9. Customer loyalty
    • 9.1 Emagine
    • 9.2 Loyalty until the next deal
    • 9.3 Customer segmentation
    • 9.4 Effectiveness of loyalty programs
    • 9.5 Customer value management

Focus Report profile


Digital Media
Strategies & Analyses (Industry & Markets)

Number of pages: 12

Status: Archived

Last update: 18 April 2005
View update history

Analyst: Kylie Wansink

NOTE: This report has been archived

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