I often get asked by application developers how to position their products in order to get the attention of network operators.  Long tradition in telecoms circles is to pitch to the CTO – i.e. tout the technical capabilities and make sure to include at least one network diagram placing your product at the center of complex jumble of network nodes and enablers.  Needless to say, that approach does not cut the mustard any more! These days the CMO is likely the one making the purchase decision, so it pays to “speak his language” if you want to get his business. 

Here are some of the hot buttons that get the attention of Marketing and Business Development types.  Use them in your marketing material.  Better still, keep these issues in mind when designing your application – they may help you find that tiny little difference that will help your app rise above the competition to commercial success!

Where’s the Money?

“Our application generates new revenues”
“Our product helps you reduce costs”

These Financial Hot Buttons should include descriptions of how your product makes/saves money, typical operator margins, market sizes, and provide proof points, especially commercially successful deployments.

Are there any follow-on benefits?

“Improves call completion”
“Generates X% more communications traffic! “
“Improves reachability”

Describe how your product enhances the revenues of other services and applications, even if these revenues are not generated directly by your application.  Example: a picture messaging application generates direct revenues (subscription, payment per message, etc.) but a certain percentage of people who receive a picture message then call the sender, generating voice communications traffic.  This impact could also be in terms of helping identify potential users of other applications.  Example: the folks who subscribe to picture messaging are prime targets for a picture-blog service.

Are there any Cost-Of-Ownership benefits?

“Reduces churn with service differentiation”
“Scalable solution serves all business sizes, from SMB to large enterprise”
“Range of pricing”
“Converged features for fixed, mobile & IP networks”

Show how your product fits into the operator’s overall business and helps them become more competitive, more efficient, enhances their flexibility or reduces their risk factors in pursuing new business. 

Of course, your marketing message should be clear on the features and function of your product, but keep in mind that in a highly standards based industry your competitors will likely have a very similar feature list.  Appealing to your customer’s  business objectives and showing how you solve “his pain” will help you stand out and be noticed!


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The opinions expressed in this column are solely those of the author, and in no way represent Ericsson AB's official or implied position on the issues discussed.