Marketing is never and easy process, but in telecommunications it can
be especially difficult. Many of the problems are similar to the one's that marketers
must face in every industry. Finicky customers, volatile marketplaces and a never
ending stream of change.
However, in telco, all of the "normal" problems are greatly
exacerbated by a large number of different conditions that are unique to telecommunications.
The problem is basically this, whereas the people marketing products and other types
of services have a clearly defined set of "things" that they must sell
to their customers, the telecommunications marketer has to deal with the fact that
his or her company is constantly changing and shifting:
what they can or cannot sell
how profitable the sales are
the channels available for the sale
In telco, the infrastructure, network support capabilities and channel
configuration change on a daily basis, and with each change comes a need to re-align
your strategy and campaigns in order to stay in synch.