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Canada's Premier Communication Company Transformation | Future IP Services

Explore the transformational journey of Canada's leading communication company, setting new standards in IP services and customer experience. Discover their innovative product brands and marketing strategies driving industry excellence.

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Canada's Premier Communication Company Transformation | Future IP Services

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  1. Case Study Intro to E-M@rketing Presented by Remi Roy December 17, 2004

  2. Company Overview • Employees : 64,000 people • Buildings : 300 buildings • Market cap : 26,2 billion • Net Earning: 82 million • Revenues : 4,781 million • Number of local access lines in service: 12,962,000 • Total Cellular and PCS wireless subscribers: 4,708,000 • Total High-Speed Internet subscribers: 1,766,000 • Total Satellite TV subscribers: 1,460,000

  3. Canada’s Leading Communication Company Provides: • Residential and business customers • Wireline and wireless telecommunications products, applications and services satellite communications • Direct-to-home television services • Systems Integration Expertise • Electronic commerce solutions • Internet access • High-speed data services

  4. Company’s Product Brands • PCS and cellular • Web browsing and data • Two-way messaging • Paging • Airline passenger communications services. ExpressX: provides the highest quality Direct-to-Home (DTH) services, 300 digital channels and a full interactive TV services. Sympatico: is Canada's most popular Internet portal, it provides: • an integrated collection of local, national and global Internet content • Internet-based products and services for small-office/home office market

  5. Performance and Improvisation • Setting standards to the IP Multi-Protocol Label System (MPLS) To implant new system, the company had two objectives: • Migrate 100% of it core system to a persuasive national IP Multi-Protocol Label System by the next two years • Provide 90% of customers with access to a full of IP services by the next two years

  6. Marketing Strategies • Deliver integrated Communications to customers • Setting the IP Standard in the industry • Driving performance through the Innovation, Simplicity, and Productivity

  7. Set New Standards • It developed and migrated all traffic onto a new national IP-based network. It aims to set those different standards: • Innovation • Simplicity and Service • Efficiency

  8. Innovation Provides: • Expanding next generation network and value added services • New IP-based products • Digital video services • IP Television • New MSM Sympatico portal

  9. The 2 last Standards Simplicity and Service: • Popular and value added bundled services • Speech activated assistance to customers • Unified and one stop service channels • Faster customer response and enhanced experience Efficiency: • Increase productivity • Financial discipline

  10. Reports’ Stats

  11. Primary Shareholders • Existing and potential customers • Employees • Small and medium businesses • Members of board of directors such as owners, the chairman, the chief executive officer and V-Ps.

  12. Site Technology and Value Bubble Instances • Maintains an online presence with more available products and new services • Internet users can see the industry trends and innovations • Inform people on new products, and coming up standards • As Microsoft does, this corporation informs people on new standard generations and make sure that new products will be successful.

  13. Attracting Technologies • The web site’s design is attractive, colors, pictures, animations, innovation trends, headlines… • The web’site uses content metatags to provide search engine with the information that customer wants to seek • After some tests on the search engine, the company has been found in most of the time • Using metatags in a page’s HTML to give simplicity and information to Internet users

  14. Engaging Technologies Whole set of information: • Web site links (stock exchange) • Industry trends • Subcontracting • Wireless • Internet access • Satellite television promotions • Internet users can access and mange the resources and relations with the company • Weakness The company does not offer any payment online option

  15. Retaining Technologies • Sending e-mail information to clients to inform about new products & services • Customers use technology easily because company offers an advanced and up-to-date technology that everyone understands • It was not possible: to know if company uses cookies on customers’ computer to indicate that the visitor is somehow special

  16. Learning Technologies • Databases from the potential and existing clients and promotions over the web site • Customer services section • Forum Page • Suggestion box • The corporation does not use any registration to get an online customer behavior tracking • It was not possible to know if the web site uses JavaScript, ASP or JSP

  17. Relating Technologies • Good customer service • 24/7 online technical support • The company has all technologies to serve customers, build relationship, get databases, and finally, make its products and services attractive. • The company is present for different sponsorships, public relations, and donations (for example, it is a proud sponsor of Canadian Olympic teams)

  18. Summary • Specific strategies and plans to introduce new standards to up date its web site and technologies • It plans to be efficient in productivity and in all products and services offered Problem??? • To introduce new standard and technology to much in advance (case study 8 presents this typical problem that companies could encounter).

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