Case Study
Presented by Remi Roy
Intro to E-M@rketing
December 17, 2004
Company Overview Employees : 64,000 people Buildings : 300 buildings Market cap : 26,2 billion Net Earning: 82 million Revenues : 4,781 million Number of local access lines in service: 12,962,000 Total Cellular and PCS wireless subscribers: 4,708,000 Total High-Speed Internet subscribers: 1,766,000 Total Satellite TV subscribers: 1,460,000
Canada’s Leading Communication Company
Provides:Residential and business customersWireline and wireless telecommunications products, applications and servicessatellite communications Direct-to-home television servicesSystems Integration ExpertiseElectronic commerce solutions Internet accessHigh-speed data services
Company’s Product Brands PCS and cellular Web browsing and data Two-way messaging Paging Airline passenger communications services.
ExpressX: provides the highest quality Direct-to-Home (DTH) services, 300 digital channels and a full interactive TV services.
Sympatico: is Canada's most popular Internet portal, it provides: an integrated collection of local, national and global Internet content Internet-based products and services for small-office/home office market
Performance and Improvisation
Setting standards to the IP Multi-Protocol Label System (MPLS)
To implant new system, the company had two objectives:
Migrate 100% of it core system to a persuasive national IP Multi-Protocol Label System by the next two years
Provide 90% of customers with access to a full of IP services by the next two years
Marketing Strategies
1. Deliver integrated Communications to customers
2. Setting the IP Standard in the industry
3. Driving performance through the Innovation, Simplicity, and Productivity
Set New Standards It developed and migrated all traffic onto a new national IP-
based network.
It aims to set those different standards:
InnovationSimplicity and ServiceEfficiency
Innovation
Provides:
Expanding next generation network and value added services New IP-based products Digital video services IP Television New MSM Sympatico portal
The 2 last StandardsSimplicity and Service:
Popular and value added bundled services Speech activated assistance to customers Unified and one stop service channels Faster customer response and enhanced experience
Efficiency:
Increase productivityFinancial discipline
Reports’ Stats
Wireless Susbribers
3,197 3,595
1,0261,113
0
1
2
3
4
5
Q3 03 Q3 04
In Thousands
PRE-PAID
POST-PAID
Internet Suscribers
1,3911,766
0,892
0,775
0
0,5
1
1,5
2
2,5
3
Q3 03 Q3 04
Dial-up
DSL HighSpeed
Network Access Services
8,539 8,427
4,549 4,535
02
46
810
1214
Q3 03 Q3 04
In Thousands
Business
Residential
Video Suscribers
1,352
1,46
1,25
1,3
1,35
1,4
1,45
1,5
Q3 03 Q3 04
In Thousands
Primary Shareholders
Existing and potential customers
Employees Small and medium businesses
Members of board of directors such as owners, the chairman, the chief executive officer and V-Ps.
Site Technology and Value Bubble Instances
Maintains an online presence with more available products and newservicesInternet users can see the industry trends and innovationsInform people on new products, and coming up standards
As Microsoft does, this corporation informs people on new standard generations and make sure that new products will be successful.
Attracting Technologies The web site’s design is attractive, colors, pictures,
animations, innovation trends, headlines…
The web’site uses content metatags to provide search engine with the information that customer wants to seek
After some tests on the search engine, the company has been found in most of the time
Using metatags in a page’s HTML to give simplicity and information to Internet users
Engaging TechnologiesWhole set of information: Web site links (stock exchange) Industry trends Subcontracting Wireless Internet access Satellite television promotions
Internet users can access and mange the resources and relations with the company
Weakness The company does not offer any payment online option
Retaining Technologies Sending e-mail information to clients to inform about new
products & services Customers use technology easily because company offers an
advanced and up-to-date technology that everyone understands
It was not possible:to know if company uses cookies on customers’ computer to indicate that the visitor is somehow special
Learning Technologies Databases from the potential and existing clients and
promotions over the web site Customer services section Forum Page Suggestion box
The corporation does not use any registration to get an online customer behavior tracking
It was not possible to know if the web site uses JavaScript, ASP or JSP
Relating Technologies Good customer service 24/7 online technical support The company has all technologies to serve customers, build
relationship, get databases, and finally, make its products and services attractive.
The company is present for different sponsorships, public relations, and donations (for example, it is a proud sponsor of Canadian Olympic teams)
Summary Specific strategies and plans to introduce new standards to up
date its web site and technologies It plans to be efficient in productivity and in all products and
services offered
Problem???
To introduce new standard and technology to much in advance
(case study 8 presents this typical problem that companies could encounter).
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