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April 2, 2007. Call in at 12:55 p.m. Eastern Time Sally M. Cohen Analyst Forrester Research Teleconference VoIP: Price And...
Theme To win, VoIP marketers must market their services closer to the phone, while calling out features
Agenda <ul><li>Consumers haven’t warmed up to VoIP. </li></ul><ul><li>Survey says: Who needs VoIP when PSTN is good enough...
Agenda <ul><li>Consumers haven’t warmed up to VoIP. </li></ul><ul><li>Survey says: Who needs VoIP when PSTN is good enough...
Fierce competition puts the squeeze on VoIP <ul><li>Incumbent telcos retain the majority of the residential voice market. ...
Traditional telephony and mobile dominate the residential voice market
Even among online households, VoIP adoption remains low
Agenda <ul><li>Consumers haven’t warmed up to VoIP. </li></ul><ul><li>Survey says: Who needs VoIP when PSTN is good enough...
Despite desire for lower-cost telephony, most consumers won’t switch
Consumers are satisfied with cost, reliability
A frugal consumer does not a VoIP user make <ul><li>Consumers who plan to switch home voice service: </li></ul><ul><li>Wan...
Cost is not the sole driver of home voice churn
VoIP is low on voice churners’ lists
VoIP doesn’t conform to expectations about voice <ul><li>Consumers want a handset,  not  a headset. </li></ul><ul><li>Lega...
Agenda <ul><li>Consumers haven’t warmed up to VoIP. </li></ul><ul><li>Survey says: Who needs VoIP when PSTN is good enough...
Today’s VoIP users are typically early adopters
Long-distance calling habits illuminate VoIP’s market opportunity <ul><li>Chatters  will use VoIP to make hours of long-di...
Chatters spend hours calling long distance from home
Distance Dialers call internationally
Stop Gappers use VoIM to save money
Theme To win, VoIP marketers must market their services closer to the phone, while calling out features
Focus on features to inject interest into the mainstream <ul><li>Consumers  want  — established premium features included ...
VoIP offers features that consumers want
Agenda <ul><li>Consumers haven’t warmed up to VoIP. </li></ul><ul><li>Survey says: Who needs VoIP when PSTN is good enough...
Leaders will market VoIP close to the phone <ul><li>Increased awareness and adoption of VoIP will: </li></ul><ul><li>Drive...
Thank you Sally M. Cohen +1 617/613-6127 [email_address] www.forrester.com
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Sally M. Cohen Analyst Forrester Research

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Transcript of "Sally M. Cohen Analyst Forrester Research"

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