Marketing Scheme on Peer-to-Peer (P2P) Communication Software Anticipating 4G

Diplomarbeit von Steffen Dubiel

Abstract:

This diploma thesis paper is, after contemplating the current state of ITC / telco's shift towards commoditisation and challenges in facing the upcoming overall mobile / wireless development (beyond 3G, B3G, / 4G) aimed at prosperously resolving a marketing proposition on a quite ingenious Siemens mobile P2P communication solution, named Siemens Anyw@re PocketSERVent, by virtue of the marketers' generic means, the Product-marketing mix dedicated to fundamental questions of product, price, promotion, place (P4). Strategic marketing and ITC business as well as down-to-earth / operational themes will get propelled. The chief emphasis is put on surging virtualisation related to product / svce / property and, as usually less exposed, the shift towards intangible values, foremost customer relationship and momentum of the hi-tech. brand (perception). The intend is to supply a big yet detailed P2P, 3G / B3G and wireless picture to the marketer (even accountant) as well as applied marketing / pricing issues to the S/W developer or mobile techn. expert.

After a brief overview (ch. 1), chapter 2 is about introducing the main points rel. peer-to-peer (P2P) — it's rather social impacts, technological mindset and ongoing research, as well as contemporary benefits. The intention is to free both the subject and evaluation from hype or byzantine aspects; to present P2P's potential as well as existent contributions to corporations aware of bus. value from IT, parelleling the fashion well-known IT players dominate e.g. Web services.

Chapter 3 prepares a general understanding of present-day and forthcoming ITC leitmotivs, more precisely, for why ITC, esp. 3G innovations, have been disappointing. Analysing soft product and service (svce / svc.) innovations is upon hard value; at the dawn of this decade's decentralisation / mobilisation and virtualisation following results and side effects of globalisation the tractate's author is going to constantly question whether proven and established marketing practice can answer the train of virtual — i.e. through-and-through digital — products, value chains, organisations or business and / or value creation communities. Nevertheless ch. 3's focal point is the wireless or mobile wireless, resp., upgrowth (convergence rel. mobile IP, P2P, B3G / 4G).

At beginning of the new millennium telcos are forced to get out of the industrial age's proprietary hardware and services. Less because of customer's (primary) cost reductions (VoIP I.0 reasoning), but for globally relocated valve creation, workforces, and corp. gravitation centres. Since the hi-tech. paradox, the shift towards soft, intangible / intellectual values / property and accelerated commoditisation is inescapable, rules and pre conditions of S/W markets need to get examined / esteemed and applied for supporting a sound Siemens Anyw@re innovation strategy this essay is about (in ch. 4).

With chapter 5, search is on potential, first users / customers. Their inner disposition — whether a cluster (market segment) of individuals is open (willing) and able to handle changes / progress or sticking to a status quo (product, price) is the striking factor esp. for every ITC brand and bus. strategy, i.e., whether the size of that group of people is sufficient for a small scale, i.e., niche (pre chasm) market release.

Chapter 6: after scanning beneficial Siemens Anyw@re adoption scenarios, i.e., innovation effectiveness, the question on efficiency arises: product and strategy for what efforts / costs correlated to what turnover / price in return, that is positioning's second share — pricing and price differentiation. The subject is going to get executed from the very baseline. First of all, is price driving customer decisions (m-commerce driving pay on demand / per use etc.) ? Beyond sensible criticism upon traditional pricing, the overall ITC pricing conflict is represented by the argument on whether to charge a small / large amount acc. value, i.e., a full price in response to / responsible for the (Anyw@re) value transfer (skim pricing aiming at profit) or to temporary subsidise (penetration strategy) hi-tech. value in favour of large market share and market size — network markets' 'hyper force' called network effect (potential pricing constraints / shortcomings etc.).

Devoted to the prior requirements and desires of Anyw@re PocketSERVent's most potential adopters — their „pains“ — ch. 7's attention is on accurate and as precise as possible road warrior value realisation. Oftentimes, these mobile execs' interests — in favour of corp. access everywhere — is clearly antagonising their company's / buying centre's rational concerns related to corp. security and bus. confidentiality. Reminding of VoIP's deficiencies, categories referring to ease of use and QoS like get scrutinised. As S/W is one of the first of immaterial / virtual products (intangibles), the product acquisition is becoming innermost part of product and brand experience. Ergo Anyw@re techniques of proper Anyw@re PocketSERVent customisation, distribution, licensing, payment and promotion / customer relation (integration) are going to get checked up.

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