Today's electronic global marketplace, created by 24-hour trading networks such as the Internet, and also by the dramatic advances in voice-based technologies, presents vast possibilities for information products and significant opportunities for their service providers. Offering the first cohesive, overall perspective, this book shows service providers how to sustain a competitive proposition by adding value - enhancing integration to make products more accessible and more user-friendly to customers. It also explains how to maximize the benefits of these new technologies in establishing any telecoms-based service service. This systematic guide brings you up-to-date on what's happening as technology and business continue to converge. It explains detailed strategies and methods for developing and delivering both the business and technical processes of a telecommunications-based service provision in select markets. The book also presents case studies and emerging examples from businesses around the world to demonstrate practical, tangible benefits. In this detailed reference, you'll find valuable information on strategy, organizational design, business planning and development, business and technology practices, product and business positioning, and emerging markets. You'll also gain new insights and innovative ideas that will help you: Understand the impact of telecommunications on businesses - particularly yours; Develop a clear framework for a telecom-based service provision; Put this model into practice in your business; Enhance performance in terms of quality; Address behavioral issues and help employees understand how the system works. The book is a valuable guide for business managers and professionals in the converging industries of telecommunications, computing, information services, media, and entertainment. Its high relevance to globalization, deregulation, and rapid change also creates broad appeal among a variety of readers in diverse businesses and industries worldwide.
1. The Telecommunications-Based Age: Winners and Losers. Convergence Factors. Convergence of Technologies. Enterprise Convergence. Convergence of Nations, Rich and Poor. Convergence of Place and Time. Convergence of Language. Information Overload. The Week . The Combined Effects of Convergence. The Service Provision Opportunity. 2. The Internet: The Internet and Telephony Networks in Counterpoint. The Start of the Internet. Topology of the Internet. WWW. Users of the Internet. Connecting to the Internet. Doing Business Over the Internet. New Internet Tools. Shopping. The Opportunity for Service Provision in Respect of the Internet. 3. Providing Mobile Telephony - Case Study: Case StudyIntroduction. Service Providers as a Protected Species. Early U.K. Cellular Market Structure and Practice. Dysfunctions of the Early U.K. Cellular Telephony Market Model. Response of Service Providers. Reactions of Customers. Market Changes (1994-1997). 4. Opportunity, Scope, and Definition: Concept of Telecommunications-Based Service Provision. Experience So Far. Wider Opportunities and Threats. Reconceptualization of Enterprises as Information Businesses. Increasing Importance of Telecommunications As a Channel to Market. Leveraging/Reusing Customer Databases. All Kinds of Customers Needing All Kinds of Service Providers. Scope of Telecommunications-Based Service Provision. Using Telecommunications To Link Customers to Products. Positioning and Characteristics of Service Provision. Boundary of Responsibility. Definition of Telecommunications-Based Service Provider. Value Chain of Telecommunications-Based Service Provider. Why Telecommunications-Based Service Provision May Be Relevant to You. 5. Organization Design: Development of Organization Design Over Time. Socio-Technical Systems - People and Machines. Processes. Working Together. Pulling it all Together. 6. Strategy and Monitoring: Strategy - Process Area Description. Analyze Strategic Situation. Identify and Select From Choices. Set Overall Objectives. Create and Publish Detailed Plans. Conduct Maneuvers in Practice. Partners. Legal and Regulatory Aspects. Monitoring Results. Shortcuts and Conclusions. 7. Marketing/Intermarketing: Scope. Process Description. The Central Role of the Web Site. Positioning the Product and the Brand. Generating Sales Leads and Supporting Sales Channels. Measuring Perceptions - Managing Stakeholder Dialogue. Information Management. 8. Products: Additional Considerations. Process Requirements. Process Description. Architecture - As It Relates to Product Creation and Management. Architecture - The Open Systems Integration Stack (Seven-Layer Model). Architecture - Call-Center-Based Entity Model. Architecture - Systems Development Life Cycle. Architecture - Maneuvers. Similarity to Major Bids Process. Architecture - Interim Bridging. Subprocess 1 - Concept. Subprocess 2 - Business Case and Technical Feasibility. Subprocess 4 - Prototype, Trials, and Development. Subprocess 5 - Launch. Subprocess 6 - Product Sale, Delivery, and Operation. Subprocess 7 - In-Service Development. Subprocess 8 - Withdrawal. Risk, Cost, and Disaster Recovery. 9. Obtaining Orders: Process Description. The Classic Sales Process. Channels to Market. Volume Sales Process - Call Centers. High-Value Customers and Niche Markets. Managing Major Accounts. Major Bids. Distributors. Systems Integrators. Getting the Outputs Right. Measurement and Recognition. Risk, Cost Management, and Disaster Recovery. 10. Implementing Orders: Premiere Worldlink and Pay-Per-View. Process Description. Timelines - Changes in Expectations. Timelines in Delivery - Increasing Capability. Accountability. Accuracy and Communication. Getting It Right - Commercial and Legal Perspectives. Impl
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Martin F. Bartholomew
Martin F. Bartholomew is managing director of Periphonics (Voice Processing Systems) Ltd. in Camberley, Surrey, UK. He holds an M.A. in management from the University of Kent at Canterbury, and has 22 years of experience in telecommunications, cable, and information systems.