Is a Process Needed? Predicting Market Demand for Wideband Telecom Services
Murlidhar RaoMarket Intelligence Corporation, United States
OUTLINE
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...