3G Marketing (PDF)

About the Authors. Foreword. Acknowledgements 1. Introduction. 2. Market Intelligence. 3. Segmentation. 4. Service Development and Management. 5. Partnership Management. 6. Terminals. 7. Distribution. 8. Portals. 9. Promotion. 10. Branding. 11. Service Adoption. 12. Reachability. 13. Selling Mobile Services. 14. Tariffing. 15. Billing. 16. Other Revenue Streams. 17. Combatting Churn. 18. Marketing Plan. 19. Postscript. Being Part of the 3G Revolution. Abbreviations. Bibliography. Useful Wesites. Index.

Tomi T. Ahonen is an Independent 3G Consultant based in
London. He has presented at 100 conferences in six continents and
lectures at Oxford University's 3G courses. He previously
headed Nokia's 3G Business Consultancy Department and oversaw
Nokia's 3G Research Centre. He also worked as Nokia's
Segmentation Manager. Earlier he worked for Elisa and Finnet
International in Finland and OCSNY in the USA. Tomi's
accomplishments include the world's first fixed-mobile
service bundle, the world record for taking market share from the
incumbent, and a multi-operator billing system. He started his
career on Wall Street. Tom holds an MBA from St. John's
University NY, and a Bachelors in Marketing from Clarion
University. His previous books are m-Profits and Services
for UMTS.

Timo Kasper is the Director, Finance, Administration and
ICT (CFO) of Observer Finland, a company specializing in
Competitive Intelligence and Business Environment Scanning
services. Timo has been responsible for constructing winning
strategies for the emerging competitive markets in Finland and
deployed innovative IT and telecoms solutions. Earlier he worked as
the Business Controller for Computer 2000 (aka TechData),
Finland's largest IT wholesaler, and started his career as an
Auditor and Consultant at Arthur Andersen & Co. where he
participated in a wide range of attest service assignments, mergers
and acquisitions, legal and financial due diligence and business
process re-engineering projects. Timo holds a B.Sc. (econ.) degree
from the Helsinki School of Economics and Business Administration
and lives with his family in Espoo Finland.

Sara Melkko is an Independent Expert in the field of
telecommunications and the Internet, having worked in Finland and
Germany as Marketing and Brand Manager with the digitally
converging solutions provided by Elisa Communications across fixed,
mobile and broadband telecoms, and then with pioneering mobile
Internet innovations with

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