Crm in Telecom

Only available on StudyMode
  • Topic: Now TV, PCCW, Pricing
  • Pages : 5 (1319 words )
  • Download(s) : 129
  • Published : July 27, 2013
Open Document
Text Preview
The Group
PCCW Limited (PCCW) is a Hong Kong-based company which holds interests in telecommunications, media, IT solutions, property development and investment, and other businesses. The Company holds a majority interest in HKT, Hong Kong's premier telecommunications service provider. HKT meets the needs of the Hong Kong public and local and international businesses with a wide range of services including local telephony, local data and broadband, international telecommunications, mobile, and other telecommunications businesses such as customer premises equipment sale, outsourcing, consulting, and contact centers. PCCW also owns a fully integrated multimedia and entertainment group in Hong Kong, which includes a highly successful IPTV operation, now TV. As the provider of Hong Kong's first quadruple-play experience, PCCW offers a range of innovative media content and services across four delivery platforms – fixed-line, broadband Internet access, TV and mobile. Also wholly-owned by the Group, PCCW Solutions is a leading information technology outsourcing and business process outsourcing provider in Hong Kong and mainland China. In addition, PCCW holds a majority interest in Pacific Century Premium Developments Limited, and overseas investments including the wholly-owned UK Broadband Limited.  

Listing and trading
PCCW shares are listed on The Stock Exchange of Hong Kong Limited (SEHK: 0008) and traded in the form of American Depositary Receipts on the OTC Markets Group Inc. in the US (Ticker: PCCWY).

(220)

Brand

PCCW mainly provides four types of products including fixed-line, broadband Internet, mobile and now-TV(pay TV).

PCCW is still in the growth stage of Product life cycle. Since PCCW spends a lot of money on innovation and developing new products. Although there are many new competitors entering into telecommunication market, PCCW still has stable growth in this few years. Also, PCCW spends high cost on promotions and innovation of techniques. The large number of customers using fixed Line service dropped sharply in this few years. It is because mobile services have been becoming more popular, they probably prefer to use mobile phone instead of fixed-line services. Fixed-line service almost gets into saturation and decline stage. To prevent the loss of customers, PCCW try to add more functions to fixed-line service such as fixed-line SMS and personal assistant. For example, nowadays, through the fixed-line telephone, you can easily obtain the latest information such as sports, news and weather, etc..To increase in functions can cater to the different needs of consumers can attract them to become customers of PCCW. The brand management of PCCW adopts a multi-brand strategy. Different brands are established to suit customer’s need. “Netvigator” is a more famous brand of PCCW. Apart from this, “moov”, “Now-TV”, “snap” and “IDD0060” etc. those are also the brands of PCCW. (313)

4P marketing Strategy
Place
PCCW has approximately 90 branches throughout Hong Kong. Many branches are located in the high density areas such as some high density areas, MongKok, Causeway Bay. For PCCW, it takes an advantage of good location of branches. There are various types of distribution channels used by PCCW. Apart from specialty shops, outlets and stalls are also used as PCCW’s distribution channels. Moreover, PCCW has an e-commerce system. “now.com.hk” which is one of PCCW Multimedia Services, is a value-added service for Netvigator broadband Customers. Customers can obtain the latest information via internet such as music, movies, games, forum and news, etc..And they are now using another platform which is Facebook-a famous social network. They create their own fan pages for promotion and advertising. (122)

Price
Premium Pricing& Price Skimming Strategy
PCCW can adopt price skimming strategy to set its price higher because it has the exclusive Hong Kong rights to broadcast lives the Barclays Premier League for three...
tracking img