ELECTRONIC FORUMS ON TELECOMMUNICATION SERVICES MARKETING
By Jaime Herrera, Head, HRD Division, ITU Geneva
BACKGROUND participants and teachers, and among the
participants themselves, on the different
Marketing of telecommunication services is aspects of the marketing function, which is
one of the new priority issues facing currently being put into place in
telecommunication entities entering into telecommunication entities in the Latin
competition in liberalized marketplaces. For America region.
this reason, conventional workshops have
been held in various regions around the world During the forum, the idea is that knowledge
on the subject of marketing. and experience be exchanged about what is
needed for the establishment of a marketing
In the Americas region, following one such plan, so that an informal comparison can be
conventional workshop, the delegates called made between the different ways in which
for an electronic forum to be set up in which this is already done in the telecommunication
entities of the region.
the themes could be developed further and,
above all, experiences could be shared in
respect of current developments in the
different telecommunication operating entities
and regulatory authorities. Programme
In 1999, as part of the pilot activities of the Week 1. Participants introduce themselves and
GTU/GTTI (Global Telecommunication get acquainted.
University/Global Telecommunication Week 2. Basic marketing concepts.
Training Institute), the forum on
telecommunication services marketing was Week 3. Market research.
implemented on two occasions. It was held Week 4. Marketing mix.
twice due to the high level of demand from
Week 5. Customers and the importance of
interested parties wanting to participate in the customer service.
Week 6. Tools for reaching customers and other
sectors of interest.
Both forums have now ended and a face-to-
face meeting is planned to take place this Week 7. Analysis of competition and the market
year, for everyone who successfully
completed either one of the two electronic Week 8. Segmentation, market selection and
forums. The objective, apart from physically configuration or positioning,
meeting those who have already been in Week 9. Marketing plan.
contact via the Internet, is to discuss and
develop various specific aspects which will Week 10.Closure of the forum and evaluation.
supplement the experience and knowledge
acquired during the electronic forum.
Despite the fact that the same working
methods were used for both forums, there
are substantial differences in content on
The objectives of the forums are to exchange
account of the varying experiences
knowledge and experience between
contributed by each of the participants. At the end of the week, the teacher
Consequently, the final outcome of the work summarized the conclusions reached
is even more informative, warranting the and the participants had the opportunity
publication of two reports on the results of the to make comments.
forums, which are available form the ITU
Human Resources Development Division.
The final evaluation by the participants was
The reports were naturally distributed not
highly satisfactory on both occasions, which
only to the participants, but also to the
prompts us to continue with this type of
directorates which had nominated the
activity, providing an opportunity for the
candidates from each of the Americas region
interested countries to discuss pressing and
As can be seen, the programme was divided
The following are examples of electronic
up into weekly themes, and for each week
forums already included in our work plan for
the working procedure was as follows:
the year 2000:
At the beginning of each week the
Business plans, for East European
coordinator and the teacher posted the
reference documents to be studied on
Management and leadership, for Latin
Also at the beginning of the week, the
teacher introduced the questions or
Telecommunication policies, one for
pointers which were to generate
Latin American countries and another
discussion between the participants.
for Asian and Pacific countries.
In the course of the week, the
Frequency administration, for French-
participants contributed by posting their
speaking African countries.
messages containing comments, inputs
and experiences, which were then
Human resources development, for
commented on not only by the other
Latin American countries and
participants, but also by the teacher
Portuguese-speaking African countries.
and the event coordinator.