Last Mile VoIP Incites Marketing Rivalry

This publication has been discontinued on July 19, 2011.

Introduction

As long distance and local phone providers wrangle over regulation and new technology, the real battle for the dominance in the last mile to homes and businesses - traversing over converged voice and data networks - will be under way. And the most important thing we know at the moment is that consumers and businesses alike are absolutely baffled about what VoIP emergence means for them.

A new study, "Last Mile VoIP Incites Marketing Rivalry", conducted by Global Advertising Strategies, a NYC-based consultancy, explains how the "last mile VoIP" market is different from the regular VoIP market. It defines business and technical drivers, describes key players in the last mile VoIP market from a marketing perspective, and offers analysis of individual players marketing tactics.

Proliferation of the last mile VoIP is the beginning of another major battle for the integrated telecommunications service domination, as it is the enabling technology to potentially switch away some 150 million local telephony customers from the four largest telecom carriers in the world - Verizon, Qwest, SBC and BellSouth. Whether you are an over-ambitious telecommunications start-up or an incumbent giant, your winning options will largely depend on the product you offer, its price point, and the target market you need to persuade rapidly. As the VoIP market matures it is no longer an option for anyone interested in entering this lucrative segment to simply market themselves as a high tech wonder replacing your home phone.

Executive summary, definition and methodology

I Key findings

II Executive summary

III Methodology

1. LAST MILE VOIP ARRIVES

1.1 Introduction

1.2 Last mile voip emergence

Figure 1 Consumer plans comparison.

1.3 What is driving last mile voip emergence.

1.3.1 Carrier drivers

1.3.2 Consumer drivers

Figure 2 International Calling Rates Comparison.

1.3.3 Enterprise drivers

Figure 3 Business Plans Comparison.

1.4 Approaches to voip marketing.

1.4.1 Marketing strategies

1.4.2 Marketing audience

1.4.3 Marketing medium

1.5 The role of voip technology

1.5.1 Standard VOIP architectures

1.5.2 Network-side vendor suppliers

1.5.3 Customer premise equipment vendors

1.5.4 VOIP evolution trends

2. SERVICE PROVIDER opportunities and challenges

2.1 Strengths and weaknesses of incumbent and startup voip carriers

2.2 Opportunities for incumbent voip carriers

2.3 Opportunities for startup voip carriers

2.4 Market directions

2.4.1 The next six months

2.4.2 Beyond six months

2.5 Opportunities and threats

2.5.1 Perceived threats for incumbent VoIP players

2.5.2 Perceived threats for startup VoIP playerss

2.5.3 Overall difficulties VoIP providers face

2.6 Key sales startegies

Figure 4 Features offered by major VoIP providers?c

2.7 Implications for incumbent carriers

2.8 Implications for startup carriers

3. Competitive assessments of major vOip providers

3.1 AT&T

3.1.1 VOIP premise

3.1.2 Competition

3.1.3 Offering

3.1.4 Strategy

3.1.5 Global ranking

3.2 CableVision

3.2.1 VOIP premise

3.2.2 Competition

3.2.3 Offering

3.2.4 Strategy

3.2.5 Global ranking

3.3 Cox

3.3.1 VOIP premise

3.3.2 Competition

3.3.3 Offering

3.3.4 Strategy

3.3.5 Global ranking

3.4 DeltaThree

3.4.1 VOIP premise

3.4.2 Competition

3.4.3 Offering

3.4.4 Strategy

3.4.5 Global ranking

3.5 Net2Phone

3.5.1 VOIP premise

3.5.2 Competition

3.5.3 Offering

3.5.4 Strategy

3.5.5 Global ranking

3.6 Primus

3.6.1 VOIP premise

3.6.2 Competition

3.6.3 Offering

3.6.4 Strategy

3.6.5 Global ranking

3.7 TimeWarner

3.7.1 VOIP premise

3.7.2 Competition

3.7.3 Offering

3.7.4 Strategy

3.7.5 Global ranking

3.8 8x8

3.8.1 VOIP premise

3.8.2 Competition

3.8.3 Offering

3.8.4 Strategy

3.8.5 Global ranking

3.9 VONAGE

3.9.1 VOIP premise

3.9.2 Competition

3.9.3 Offering

3.9.4 Strategy

3.9.5 Global ranking

4. MARKETING case study

4.1 Vonage

4.1.1 Targeted audience

4.1.2 Marketing tactics

4.1.3 Key advertising samples

Appendix A: GLOSSARY

About GLOBAL ADVERTISING STRATEGIES

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