Sally M. Cohen Analyst Forrester Research

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  • 1. April 2, 2007. Call in at 12:55 p.m. Eastern Time Sally M. Cohen Analyst Forrester Research Teleconference VoIP: Price And Features Slowly Win Over Consumers
  • 2. Theme To win, VoIP marketers must market their services closer to the phone, while calling out features
  • 3. Agenda
    • Consumers haven’t warmed up to VoIP.
    • Survey says: Who needs VoIP when PSTN is good enough?
    • Drive penetration with customer segmentation and feature marketing.
    • VoIP will change the voice market with better services and bundling.
  • 4. Agenda
    • Consumers haven’t warmed up to VoIP.
    • Survey says: Who needs VoIP when PSTN is good enough?
    • Drive penetration with customer segmentation and feature marketing.
    • VoIP will change the voice market with better services and bundling.
  • 5. Fierce competition puts the squeeze on VoIP
    • Incumbent telcos retain the majority of the residential voice market.
    • Home use of mobile service threatens residential landlines.
    • Cable’s digital voice makes a strong leap into the market.
  • 6. Traditional telephony and mobile dominate the residential voice market
  • 7. Even among online households, VoIP adoption remains low
  • 8. Agenda
    • Consumers haven’t warmed up to VoIP.
    • Survey says: Who needs VoIP when PSTN is good enough?
    • Drive penetration with customer segmentation and feature marketing.
    • VoIP will change the voice market with better services and bundling.
  • 9. Despite desire for lower-cost telephony, most consumers won’t switch
  • 10. Consumers are satisfied with cost, reliability
  • 11. A frugal consumer does not a VoIP user make
    • Consumers who plan to switch home voice service:
    • Want more than lower prices.
    • Are most likely to switch to another traditional telco . . .
    • . . . but are also open to emerging voice providers.
  • 12. Cost is not the sole driver of home voice churn
  • 13. VoIP is low on voice churners’ lists
  • 14. VoIP doesn’t conform to expectations about voice
    • Consumers want a handset, not a headset.
    • Legacy features like directory assistance are important.
    • Above all else, reliability and quality of service matter.
  • 15. Agenda
    • Consumers haven’t warmed up to VoIP.
    • Survey says: Who needs VoIP when PSTN is good enough?
    • Drive penetration with customer segmentation and feature marketing.
    • VoIP will change the voice market with better services and bundling.
  • 16. Today’s VoIP users are typically early adopters
  • 17. Long-distance calling habits illuminate VoIP’s market opportunity
    • Chatters will use VoIP to make hours of long-distance calls from home.
    • Distance Dialers will value VoIP’s cheap international rates.
    • Stop Gappers will adopt VoIP when VoIM is no longer an adequate solution.
  • 18. Chatters spend hours calling long distance from home
  • 19. Distance Dialers call internationally
  • 20. Stop Gappers use VoIM to save money
  • 21. Theme To win, VoIP marketers must market their services closer to the phone, while calling out features
  • 22. Focus on features to inject interest into the mainstream
    • Consumers want — established premium features included in a monthly flat fee.
    • Consumers show interest in — mobile and landline interoperability.
    • Consumers respond to — what they are already familiar and comfortable with.
  • 23. VoIP offers features that consumers want
  • 24. Agenda
    • Consumers haven’t warmed up to VoIP.
    • Survey says: Who needs VoIP when PSTN is good enough?
    • Drive penetration with customer segmentation and feature marketing.
    • VoIP will change the voice market with better services and bundling.
  • 25. Leaders will market VoIP close to the phone
    • Increased awareness and adoption of VoIP will:
    • Drive desire for landline-mobile interoperability.
    • Force hardware-makers to improve product usability.
    • Encourage partnerships to drive new service bundles.
  • 26. Thank you Sally M. Cohen +1 617/613-6127 [email_address] www.forrester.com