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News Release from: Acxiom | Subject: the iPhone factor
Edited by the Marketingservicestalk Editorial
Team on 10 July 2008
Telcos must assess power of iPhone
factor
The iPhone factor, where mobile phone users choose devices over networks, is one of the disruptive forces changing the way telecoms companies attract and retain customers, claims Acxiom.
Changes in users' mindset demand a totally different view of the customer and force operators to use very different marketing tactics, or risk being left behind by competitors, according to customer information management leader Acxiom As a result, Acxiom has launched a White Paper to help telephony service providers in the mobile, fixed line and new media arenas improve their targeted marketing techniques, fighting the 'iPhone factor' and other influences on consumer behaviour
This article was originally published on Marketingservicestalk on 4 Jul 2008 at 8.00am (UK)
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For example, it will also help marketers increase customer demand for converged services and the competitive deals offered by Mobile Virtual Network Operators (MVNOs).
"Never have telcos had less control over customer network choices - in fact, choosing a device over a network has become the norm, typically with the younger market segments," said Luke Burgin, industry strategist at Acxiom and author of the White Paper.
"With this new element to competition, it's no surprise that the UK telecoms industry is such a battleground for big players.
"This puts huge pressure on marketing departments to entice, maintain and up-sell customers, tying them into long contracts".
On a wider footing, in the report, Burgin highlights eight critical success factors for a winning marketing strategy that apply as much to traditional media players like BSkyB and Virgin Media as to the likes of O2 and the MNVOs.
Among these factors are taking more care over 'pull' marketing, making customer data accessible at all touch-points and using purchasing behaviour information to select the right market channel to target customers.
"These best practices are absolutely critical to business success for today's telecom organisations," said Burgin.
"Alongside banking and the big supermarkets, the telecoms industry has access to vast sources of personal data on its customers, such as spend, call patterns, demographics and even surfing habits.
"Telcos need to gain insights from this information that will enable them to target customers appropriately.
"They can then establish a long-term customer relationship, increase brand loyalty, create up-sell opportunities and, ultimately, increase 'share of wallet'".
The White Paper, Effective Marketing to Maximise Customer Lifetime Value, can be downloaded from the Acxiom website.
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