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The latest industry news, interviews, opinion, technologies, and resources.

Policy, Policy, Policy

In my taxi from the airport to the centre of Nice, I was quizzed by the driver about the policies of the new British government and the exact political shade it represented. It seemed apposite, then, that one of the main themes of the conference was the emergence of a more sophisticated approach to policy. While not quite a coalition movement (yet), there was a strong sense that the industry is waking up to the fact that policy is becoming a major issue, given the explosion in terms of bandwidth usage. We are currently at the stage of relatively simple policy enablement, such as is required for a particular broadband package, for example, or to monitor fair usage. But, many vendors felt that this is all about to change. It seems likely that differentiated pricing policies are going to become more common - and increasingly sophisticated. What with all the brouhaha surrounding pay-walls, there can be no doubt that paying for differentiated service levels will gradually move to the mainstream, if only because current models are unsustainable.

Guy Redmill

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Guy Redmill

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1 July 2010
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5 steps to an effective keyword strategy: Step 2 - Find the long tail; get to grips with that keyword tool

So we've brainstormed, created imaginary customers, plotted journeys, sorted cards and we're no doubt inundated with information. Ready for step 2.

At this stage (if we've followed step 1 correctly) we should have a reasonably clear idea of what the site will look like. We should know how roughly many pages we need, the main headings and directory structure, subject headings for each individual page and a rough idea of the preferred routes and funnel for each of our imaginary friends.

So, what's next? Well, if step 1 was fun - interactive brainstorming, workshops and card sorting, step 2 really isn't. It's time consuming work, meticulous and (to be quite honest), it's a little bit dull - but it's the foundation of an effective keyword strategy. It's a process that requires attention to detail and a keen eye - so fire up Excel, this is where the fun begins.

Guy Redmill
1 Jul 2010
Guy Redmill
Blog

TMF2010 – Cloud Services: small scattered showers, or major thunderstorm?

Another year, another bandwagon.

One of the two main themes from the TMF, in our opinion at least, was that of cloud services. The other was policy, but more of that later.

Clouds, it seems, are everywhere. Let's hope they are nice fluffy ones, not threatening storm clouds.

Guy Redmill
7 Jun 2010
Guy Redmill
Blog

Case Studies: Success breeds success

You don't have to go too far to find the most persuasive marketing tool, it could be right in front of you - a satisfied customer.

Testimonies from clients carry a unique degree of credibility and can make a powerful statement about your company. A well crafted case study is a story that demonstrates how your product solved a customer need and can be one of the most compelling ways of explaining your value.

Our experience also shows us that case studies are extremely popular with potential clients. Time and again, when we review our clients web analytics/ statistic we see a similar pattern - case studies gain a huge percentage of hits, often outperforming all the other content on the site.

Guy Redmill
7 Jun 2010
Guy Redmill
Blog

MicroTCA: Standing up for the little guy

Last week we spoke briefly about the question of next generation COTS hardware and the decisions that face TEMs when considering product re-design.

As we mentioned last time, the PICMG xTCA family of standards seems to be where the clever money is heading due to a number of must-have technical features - serial fabric support, hot swap, support for 40 Gigabit Ethernet and so on.

AdvancedTCA certainly seems to have established itself as the technology of choice in the core. Figures we've seen from ATCA manufacturers suggest that all the main Network Equipment Providers have an ATCA based solution in the field or in development.

Guy Redmill
3 Jun 2010
Guy Redmill
Blog

5 steps to an effective keyword strategy: Step 1 - Start from Scratch

So, you've decided to refresh the content on your site and hit the realisation that, hey - there's actually an awful lot to consider!!

So, where do you start?

Well, not with the keywords I am afraid. Not yet at least.

Why not? Well, a comprehensive content overhaul could very well mean a new site structure.

There might be new sections, new routes to information, new entry and exit points for the customer, new forms and new protected content, the list goes on and you can't define the keywords until you have defined the pages. The "Information Architecture" (a lovely bit of baffling jargon we like to use) needs to be defined.

Guy Redmill
1 Jun 2010
Guy Redmill
Blog

Thoughts from IMS World Forum: IMS and IPTV

There were some interesting contributions and observations on the role of IMS in IPTV initiatives at the IMS world forum. An excellent presentation outlined a host of innovative features available to subscribers.

This was very interesting, but overlooked a key point. Content is king.

Unless you have the right content (which in most cases seems to mean premium sport), you won't get the market momentum you need.

Features are all very well, but they are not the differentiators looked for by the man in the street. He wants content and the provider with the best content will win in the subscription model.

Guy Redmill
1 Jun 2010
Guy Redmill
Blog

Thoughts from IMS World Forum: Segmentation, segmentation, segmentation

Many speakers were critical of efforts to build operator application stores. Indeed, we saw some example of such application stores, but few CSPs had even a basic business model for them that could be clearly articulated. Perhaps application stores make sense in certain areas, but for the overall consumer market, they already exist - outside of the CSP domain. As we commented in the Moriana keynote, although 16% of the applications offered through Apple are games, these constitute 65% of the total volume of downloads. There's money in this - but not much, maybe as much as $45 million per billion downloads. So why is this interesting to CSPs? Why replicate this?

Guy Redmill
1 Jun 2010
Guy Redmill
Blog

Third Party Integration. RESTful is here – why wait?

Much was made of the GSMA OneAPI initiative.

For sure, this sounds like a good thing. But, it's going through carefully controlled trials at present and doesn't seem like it's going to be available in commercial products for some time. If CSPs continue to deliver services at the rate we observe in the ongoing Moriana research, which is very slowly, that's probably pushing things out several years.

Guy Redmill
1 Jun 2010
Guy Redmill
Blog

Thoughts from the IMS World Forum: RCS – what does it mean?

RCS is the new star of the mobile industry, but there were a lot of darts thrown at it.

Despite the enthusiasm of its main proponents, it seemed to be fashionable to hurl brickbats in its direction. Is the criticism warranted?

Guy Redmill
1 Jun 2010
Guy Redmill
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