Next generation wireless is not about technology, it is all about marketing . What is the service offering rather than the features of the latest handset? Who are the customers and which are the most profitable? How do you identify and market to communities? How do you tariff for profit? If you need to know the answers and more, you really need to read this book. In the 1990s mobile operators underutilized marketing and only focused on rapid expansion of capacity and connecting new subscribers. Today, with the mobile services industry more mature and competitive, the authors unveil how more modern marketing is needed for success both in market share and profitability. 3G Marketing explains the role of early adopters, communities, reachability, brands, portals, and handsets to 3G success. It shows how success in 3G is dependent on successfully building strategic partnerships by covering issues from market intelligence to sales channel support. Aimed at the non-technical person, this authoritative resource gives clear and practical advice on how to use modern marketing methods to promote and sell mobile services. It provides a perfect and invaluable introduction for anybody entering mobile telecoms or companies faced with the need to partner with operators as crucially, it explains how services and applications can be brought to the market in the fiercely competitive 3G marketplace.

Next generation wireless is not about technology, it is allabout marketing....What is the service offering rather than the features of thelatest handset? Who are the customers and which are the mostprofitable? How do you identify and market to communities? How doyou tariff for profit? If you need to know the answers and moreyou really need to read this book.In the 1990s mobile operators underutilized marketing and onlyfocused on rapid expansion of capacity and connecting newsubscribers. Today, with the mobile services industry more matureand competitive, the authors unveil how more modern marketing isneeded for success both in market share and profitability.3G Marketing explains the role of early adopterscommunities, reachability, brands, portals, and handsets to 3Gsuccess. It shows how success in 3G is dependent on successfullybuilding strategic partnerships by covering issues from marketintelligence to sales channel support.Aimed at the non-technical person, this authoritative resourcegives clear and practical advice on how to use modern marketingmethods to promote and sell mobile services. It provides a perfectand invaluable introduction for anybody entering mobile telecoms orcompanies faced with the need to partner with operators ascrucially, it explains how services and applications can bebrought to the market in the fiercely competitive 3Gmarketplace.

About the Authors.Foreword.Acknowledgements1. Introduction.2. Market Intelligence.3. Segmentation.4. Service Development and Management.5. Partnership Management.6. Terminals.7. Distribution.8. Portals.9. Promotion.10. Branding.11. Service Adoption.12. Reachability.13. Selling Mobile Services.14. Tariffing.15. Billing.16. Other Revenue Streams.17. Combatting Churn.18. Marketing Plan.19. Postscript.Being Part of the 3G Revolution.Abbreviations.Bibliography.Useful Wesites.Index.