Beyond the interoperability of telephony, VoIP and networking: self-realisation marketing contribution to value creation in telecommunications sector
by Emilio Jose Montero Arruda Filho, Fabio Cassia, Alberto Marino
International Journal of Technology Marketing (IJTMKT), Vol. 3, No. 1, 2008

Abstract: Drawing on behaviour and trust literature, this article presents and discusses a marketing strategy applied by the operators of telecommunications, defined by the authors as Self-Realisation Marketing. Together with technology, this marketing strategy contributes to create value in this sector, partially taking advantage of inefficient regulation leading to market failure. From a technological point of view, this article evaluates the costs of three applications in long-distance communication, considering landline and mobile telephony, as well as Voice over Internet Protocol (VoIP) and their interoperability with the data net. On the other hand, from a business point of view, landline operators are losing clients because of the lack of specific regulation by the telecommunications authority. Through a theoretical discussion the paper hypothesises that value creation in this sector is the result of three distinct components: technological advancements, branding opportunities and regulation failures. The contribution of Self-Realisation Marketing is particularly underlined, showing how this tool can help to increase value both in a positive way (brand value) and in a negative way (hiding market failures).

Online publication date: Thu, 28-Feb-2008

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