About a quarter of their revenue from text messages (SMS) threatens telecommunications companies continue to lose. Because with applications on the mobile phone can always be easier to send free SMS. To want to reverse the company with a competing product. The question is whether they find the right strategy for successful implementation. This is the result of market monitoring by Steria Mummert Consulting.
Customers who wanted to send free SMS formerly had to do so awkward on her computer. Today, you can simply upload an app on their smartphone and send free texts via Skype WhatsApp or on the road to their friends. Currently, 460,000 people already send free messages about WhatsApp. Telecommunications companies facing a significant portion of the lost to go in Germany alone, around 250 million-euro market.
"Some companies are already trying to develop counter-measures, where they bind as Skype apps on their smartphones technically. However, this strategy is inefficient, as many smartphone users are afin technology and find ways to circumvent the lock. The main risk is, however, that the provider is driving these customers to other providers that allow these services, "says Volker Kluenter Steria Mummert Consulting. Many companies are also focussing on a competing product called Joyn. The new service will start after several delays due to trademark litigation now in October, first at Deutsche Telekom, will other companies follow. To joyn with features such as chat, video call, and file transfer seamlessly integrated into a suite and access to all devices (even without additional app) points.
Already, there are different launch dates, as well as a massively different pricing of their respective companies. "This reduces the advantage of access to all terminals and is certainly not against" in vain "principle of WhatsApp or Skype. Media are already talking of charging excessive prices for the free trial period ", says Volker Kluenter Steria Mummert Consulting. "This threatens an interesting new product just a niche."
Instead, the telecommunications companies could follow the strategy of successful players such as Google and Facebook and become the "fun" of users on the benefits of new services to be good. "A modern marketing strategy could be an intermediary advertising partners. Advertising would be possible to match the current location of the participant or a promotional film on the video chat. If Joyn would only achieve approximately the number of SMS in mobile networks, would have created an enormously effective and attractive advertising platform, "advises Volker Kluenter Steria Mummert Consulting.
This message can also be found www.steria mummert.de.
About Steria Mummert Consulting (www.steria-mummert.de) Steria Mummert Consulting is among the leading management and IT consulting firms in the German market. As part of the Steria group with 20,000 employees in 16 countries, the company has a deep knowledge of the business models of its customers. With its business services based on modern information technology enables Steria business and government more efficient and more profitable. In Germany, Austria and employs approximately 1,700 employees, Steria Mummert Consulting in 9 locations - its headquarters are in Hamburg.
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