Archived report. This report was archived in 2009 and has not been updated since. The most significant change broadband is bringing to the market is that it is opening up consumer markets. For decades only corporate users have been able to afford data services. The Internet quickly used this new data development to create an enormous number of consumer applications. Broadband improved the quality, by allowing for video-based applications, and, just as importantly, it has made access to digital media affordable to the mass market. This report includes BuddeComm’s analyses of the impact of digital media upon different industry sectors from a marketing perspective. More detailed information on the specific areas of advertising and permission-based marketing can be found in separate reports.
Table of Contents
2. Introduction: the changing role of marketing due to digital media
3. Internet companies taking over the bat
3.1 Telcos operators of Internet economy infrastructure
3.2 Internet strategies around core business
3.3 Niche marketing for smaller telcos
3.4 Internet business models
3.5 New virtual business models
3.6 Wholesale to the Internet companies
3.7 Spinning off into the Internet economy
4. Simultaneous media users
5. The key drivers of growth
6. The role of service providers
6.1 Service providers as e-commerce leaders
6.2 E-Cash service providers
6.3 The role of ISPs
6.4 New telcos – no winner, many losers
7. The future is digital people, not digital media
8. Customer loyalty
8.1 Case study - Emagine
8.2 Loyalty until the next deal
8.3 Customer segmentation
8.4 Effectiveness of campaigns and loyalty programs
As you know, I have resigned from the Labor Ministry and have decided not to re-contest the seat of Charlton at the next election – both for personal reasons.
Before leaving Parliament, I particularly wish to record my thanks to you for your generous and constructive participation in the deliberations that generated significant economic policy reforms for the Australian community. Continuous economic transformation is a key challenge that faces all Governments.
The development of sound public policy should always be contestable. Ultimately, good and equitable outcomes are not concessions to any particular interest group, but the careful balancing of interests to create the greatest possible benefit for the nation. You have contributed to that, and I sincerely thank you for it.
Greg Combet, Former Minister for Climate Change, Industry and Innovation