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SUMMARY
With a number of IPTV services now commercialised, European telcos are finding
themselves in the real world of film and TV content distribution. Many have
entered extremely competitive pay-TV markets, home to players including
direct-to-home satellite operators, cable TV companies and, increasingly,
digital terrestrial TV providers. While an IPTV service's content is its
foundation, this will be nothing without clever branding and packaging. IPTV
is the telco's toughest challenge yet in terms of winning the marketing game.
TABLE OF CONTENTS
- Key findings and recommendations
- Launch and post-launch approaches
- Staking a competitive position
- Customer segmentation
- Approaches to branding: what's in a name
- Taking into account corporate strategy
- Creating brand values
- Packaging and publicity
- The role of the bundled offering
- Telcos' use of marketing media
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