Telecommunications marketing strategy: The case of Australian 0055 numbers

Hazel T Suchard

Telecommunications Policy, 1994, vol. 18, issue 7, 552-563

Abstract: A general description of the major results of a survey of the perceptions of individuals in households with regard to 0055 numbers presently in existence is provided. Numerous factors are examined in an attempt to gain an overview of the 0055 market and establish hypotheses that could be subjected to statistical analysis. These factors include awareness, usage, bases for segmentation, perceptions of and problems with the service, present advertising, place of calling, relationship with the dial-it service, reasons for consumers not using 0055 and interest in an interactive service. Proof of the hypotheses would indicate that entry into the market for 0055 numbers appears to be warranted, as is entry into an interactive service. Cost to the user should be kept low and value for money emphasized. Media other then television can be used for advertising the service. A shopper typology may be useful.

Date: 1994
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