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Overview
The telecoms industry has become a complex mass of interdependencies with competitors often having to work together to provide an adequate range of services or wider geographic coverage. Service providers now accept that it is often far more cost effective to buy telecoms services from another supplier than to build them in-house. Many operators are now taking advantage of this, growing their wholesale offerings and seeing the wholesale market as an important revenue source.
New types of wholesale customer are emerging, such as systems integrators or brand owners, and are playing a key role in developing the wholesale market as they act as aggregators of both telecoms and IT services for their clients, or as resellers to the consumer market.
But what is it that makes a customer select a particular wholesale supplier and does the criteria vary by type of customer? Are suppliers living up to the expectations of customers in dealing with their requirements?
Although the deal breakers and makers are often standard across different types of customer group, namely a trade off between price, quality and service – it is some of the less obvious factors that get wholesale suppliers onto a shortlist in the first place, and these do vary by customer type. Whereas features and packaging are important for some, they are irrelevant for others and operators need to know how to approach and package their offer for each group. Relationships are another critical area with some customers looking for closer ties and bid partners, and others not wanting to get locked-in with particular suppliers.
All these issues and more are critical in ensuring a wholesale supplier approaches its customers in the most appropriate manner to meet their needs – this report helps them to do just that.
Key messages
- Identifying winning sales criteria
- is it that makes customers select a particular wholesale supplier? What are the deal makers and breakers?
- Wholesale operator performance
- wholesale providers performing effectively in the contract winning areas?
- Priorities for wholesale suppliers
- are the areas that wholesale suppliers should focus on?
- wholesale operators target different customer groups in different ways?
- will changes in market requirements of infrastructure providers, mobile operators, non-telcos and xSPs impact on wholesale providers in the future? What products and services are different customer groups looking for?
- can wholesale providers do to maximise their revenues and ensure long-term relationships develop with their customers?
Table of contents
- Wholesale market dynamics and opportunities
- Key messages for wholesale suppliers
- Demand side – customer buying criteria for wholesale services
- Supply side – are suppliers living up to expectations?
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