Telecom operators globally are undergoing a radical change in strategy in light of the industry developments and the increasing sophistication of customers, according to senior manager of wireless marketing at Qatar Telecom (Q-Tel), Sheikh Fahad Bin Jassim Al-Thani.
“International telecom operators have faced significant challenges in recent years. The debt burden created from investment in 3G licenses and networks has placed substantial pressure on a number of operators globally," said Sheikh Fahad.
According to Sheikh Fahad, who will be speaking at the Gulf Marketing Forum at The Ritz-Carlton, Doha on January 12 to 14, the key error made by international operators is the lack of attention paid to customers. “Traditionally, operators overseas has been focused on technology and ignored the key factor critical for success, the customers.”
“Customers do not buy technology: they buy services that have a real impact on their day-to-day lives. If operators cannot develop a service that satisfies their customers' needs and ambitions, they will continue to struggle,” continued Fahad.
The conference – the fourth annual Gulf Marketing Review event - is entitled Marketing in a Changing World, and is expected to attract more than 250 regional marketeers to discuss the theme with a host of international speakers, including world-renowned marketing guru Philip Kotler. — (menareport.com)
© 2003 Mena Report (www.menareport.com)
