Is a process needed? Predicting market demand for widebrand telecom services

Most research in telecommunications has focused on tests of technology, not tests of market demand. As a result, key issues such as the competitive frame, consumer needs not met by existing alternatives, and pricing have all gone largely ignored.

Is a Process Needed? Predicting Market Demand for Wideband Telecom Services

Murlidhar RaoMarket Intelligence Corporation, United States

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We begin by defining the term 'wideband' telecommunications services to ensure a common view. Several field trials of wideband services are then briefly described and evaluated from a marketer's point of view. The shortcomings from these field trials set the backdrop for a process approach to demand forecasting for new services that developed in the research lab of a US telecommunications company. That process was tested in an application that showed that early tests produced results that closely replicated those of...

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