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A huge amount has been written in recent months about the wider economic climate, the mobile market’s performance in said climate, and what will and won’t happen in the coming weeks, months, and even years, due to such volatility.

However, while whole industries out there face significant challenges, I’ve yet to hear anyone predict that phones will cease to exist – in fact most of the market ‘buzz’ is about how the devices and the solutions relating to them will become even more an integrated part of everyday life for both businesses and consumers.

The most important question most of us face in this market is: “Am I positioned to take advantage of it?”

The market continues to adapt and change, buzzwords and acronyms are constantly thrown around, companies claim to be ‘The Converged One’.

But the most important thing is how we take UC, FMC, Mobile Apps, Hosted Solutions, BIS, BES, Data, MBB, Bluetooth, Wi-Fi, Wi-Max, and much more, and distil them into something that either a business or consumer user can, ultimately, understand and see the benefit of.

Once upon a time, a voice connection on a 12 month contract was enough to keep most happy. It also meant the actual capture of a customer became fairly slick, and systemic.

However, if you really want to generate steady, constant, and profitable business in 2009, you need to increase the ‘stickiness’ of your client, and that’s not just about the contract and the handset.

All of these propositions not only have to be understood, they need to be customised and adapted to fit each individual customer’s needs. This is where the personal touch and understanding of your client, has a huge advantage over a faceless competitor, driven on price and volume.

Full article in Mobile News issue 435 (March 23, 2009).

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