Services Marketing

Chapter 26 : Communication and Information Services Marketing - (Telecom & Courier Industries)

Telecom Industry

Characteristics of Telecom Industry
Market Segmentation
Marketing Strategy

Marketing Mix

Product/Service
Price
Place
Promotion
People
Physical Evidence
Process

Recent Trends in Telecom Industry

Technology
Globalization

Future of Telecom Industry in India

Section Summary - Telecom Industry

Telecom industry poses high entry and exit barriers. Telecom players need to invest heavily on equipment, cables and other assets and technology and they have to wait for years to obtain return on their investment. The market for telecom industry can be divided into individual, corporate, rural and urban segments.

On the basis of product offered, the market can be divided into fixed, mobile, internet and video telecom services. A player desirous of entering telecom industry needs to analyze its strengths and weaknesses in terms of financial resources and technical expertise and its ability to face threats from changes in legal and political conditions and competition and technology.

It should also have strategies in place to exploit any opportunity that emerges in the market. Each player should design an optimum marketing mix that enables it to establish an edge over competition. There are limited global players in telecom industry and they are competing with each other in their spend on R&D. In India, major telecom players are acquiring smaller players and expanding their business, leading to consolidation.

Courier Industry »