netrashetty
Netra Shetty
EMCOR Group NYSE: EME is a Fortune 500 company based in Norwalk, Connecticut. EMCOR is a mechanical and electrical construction contractor.
The accuracy to market is concern of telecommunication firms as part of the technology driven industries. Designing products that meet customer needs, while still aiming to be first to market, is often dilemma for firms in such industries. It has been argued for some time that primary means for achieving competitive advantage is by accelerating the new product development process (Karagozoglu and Brown, 1993; Lynn et al., 1999; Page, 1993). The purpose of this research is to explore how marketing research affects market strategy and opportunity in UK telecom industry as the study will examine relationship between dissemination and use of marketing research in the telecommunications industry.
Overview of Literature Study
Langerak et al. (1999) and Millson et al. (1992) argue that creating customer value should be the focus of new product development efforts. There focus on the customer involves doing marketing research to confirm market acceptance and identify product requirements and design. Karagozoglu and Brown (1993) indicate that majority of firms involve customers in the development phases of market process as it permits the greatest leverage of customer information. The undertaking marketing research with or about customers is critical to reducing new product development marketing ways.
Why the telecommunications industry?
There is faster new product development is important to many firms, particularly those in dynamic and hostile environments (Calantone et al., 1997; Kessler and Chakrabarti, 1996). One industry, which is currently operating in such an environment, is the telecommunications industry. The signing of the Telecommunications Act which prevented local phone companies, long-distance companies, cable TV and wireless service companies from entering each other’s business, the companies are able to bundle variety of services and, more importantly, make significant progress toward building high-speed information highway, which can transmit voice and video communications by entering markets previously closed to them. How has deregulation changed the telecommunications industry? It has increased competition, as companies from different industries and different parts of the world vie for position in this diverse industry. Deregulation has led to the development of competing products and technologies in an attempt to be at the forefront when standards are established.
As customer satisfaction with their mobile site increases
Multichannel retailer Marks and Spencer has topped the overall league table in the second ever mCommerce benchmark study, providing consumers with a functional yet stylish mobile site to compliment their online offering.
The study, undertaken by eDigitalResearch, assessed the shopping process on both optimised and non-optimised sites, looking at first impressions through to product delivery.
Results show that general customer satisfaction with the end to end mobile journey is starting to increase as retailers invest heavily in the channel. However, mComemrce still has a considerable way to go to rival more established online platforms.
Derek Eccleston, Research Director at eDigitalResearch, explains,
“With the popularity of smart devices set to continue growing, more and more retailers are now developing mCommerce sites to facilitate shopping on the move. As we continue to witness a MEcommerce revolution, where people are now able to dictate to retailers how, where and when they shop, it is essential that browsing and shopping via a smart device is quick and simple, yet provides the same functionality and design as a retailers standard website accessed via a PC”.
Marks and Spencer offer mobile consumers a practical mCommerce site, gaining an overall score of 88.8%, improving on their second place 86.8% in the initial study back in September 2010.
Their keyword search allows users to refine and filter results quickly and easily, whilst their product pages offer a condensed and compacted version of the standard web pages.
Feedback conclusively shows whilst shoppers prefer the usability of a mobile optimsied site, they still favour the design, style and appeal of a standard website.
First impressions was the worst performing section with an average score of 76%, highlighting the continued investment and development needed from retailers in order to match their online counterparts.
Derek continues,
“It is encouraging that after our first study retailers are already learning from recent mistakes, adapting their mobile strategies in order to meet the expectations of mobile savvy shoppers. However, it is essential that as smart device ownership continues to increase, brands continue to invest in the platform in order to encourage purchases and increase brand advocacy”.
Worryingly, some retailers, such as Waitrose, are confusing and complicating the mobile journey and limiting shoppers to certain product ranges, despite developing an mCommerce site.
The results highlight that retailers need to be offering consumers a seamless journey across all channels, including mobile platforms. Comments conclusively show that shoppers expect the same experience that they are accustom to online and on the high street.
To download the latest report, visit our website: https://ecustomeropinions.com/survey/survey.php?sid=340113959
Methodology:
An eMysteryShopper survey was conducted to compare the customer journey of 15 UK web enabled mobile retail websites online via a smart device. The fieldwork was carried out using the eMysteryShopper Panel of internet users during December 2010 and January 2011.
The benchmark measures included:
o First Impressions (Homepage)
o Search – Navigation and Keyword
o Items Found (Product Pages)
o Shopping Basket
o Purchase
o Registration / Login
o Delivery
o Returns / Refunds
The accuracy to market is concern of telecommunication firms as part of the technology driven industries. Designing products that meet customer needs, while still aiming to be first to market, is often dilemma for firms in such industries. It has been argued for some time that primary means for achieving competitive advantage is by accelerating the new product development process (Karagozoglu and Brown, 1993; Lynn et al., 1999; Page, 1993). The purpose of this research is to explore how marketing research affects market strategy and opportunity in UK telecom industry as the study will examine relationship between dissemination and use of marketing research in the telecommunications industry.
Overview of Literature Study
Langerak et al. (1999) and Millson et al. (1992) argue that creating customer value should be the focus of new product development efforts. There focus on the customer involves doing marketing research to confirm market acceptance and identify product requirements and design. Karagozoglu and Brown (1993) indicate that majority of firms involve customers in the development phases of market process as it permits the greatest leverage of customer information. The undertaking marketing research with or about customers is critical to reducing new product development marketing ways.
Why the telecommunications industry?
There is faster new product development is important to many firms, particularly those in dynamic and hostile environments (Calantone et al., 1997; Kessler and Chakrabarti, 1996). One industry, which is currently operating in such an environment, is the telecommunications industry. The signing of the Telecommunications Act which prevented local phone companies, long-distance companies, cable TV and wireless service companies from entering each other’s business, the companies are able to bundle variety of services and, more importantly, make significant progress toward building high-speed information highway, which can transmit voice and video communications by entering markets previously closed to them. How has deregulation changed the telecommunications industry? It has increased competition, as companies from different industries and different parts of the world vie for position in this diverse industry. Deregulation has led to the development of competing products and technologies in an attempt to be at the forefront when standards are established.
As customer satisfaction with their mobile site increases
Multichannel retailer Marks and Spencer has topped the overall league table in the second ever mCommerce benchmark study, providing consumers with a functional yet stylish mobile site to compliment their online offering.
The study, undertaken by eDigitalResearch, assessed the shopping process on both optimised and non-optimised sites, looking at first impressions through to product delivery.
Results show that general customer satisfaction with the end to end mobile journey is starting to increase as retailers invest heavily in the channel. However, mComemrce still has a considerable way to go to rival more established online platforms.
Derek Eccleston, Research Director at eDigitalResearch, explains,
“With the popularity of smart devices set to continue growing, more and more retailers are now developing mCommerce sites to facilitate shopping on the move. As we continue to witness a MEcommerce revolution, where people are now able to dictate to retailers how, where and when they shop, it is essential that browsing and shopping via a smart device is quick and simple, yet provides the same functionality and design as a retailers standard website accessed via a PC”.
Marks and Spencer offer mobile consumers a practical mCommerce site, gaining an overall score of 88.8%, improving on their second place 86.8% in the initial study back in September 2010.
Their keyword search allows users to refine and filter results quickly and easily, whilst their product pages offer a condensed and compacted version of the standard web pages.
Feedback conclusively shows whilst shoppers prefer the usability of a mobile optimsied site, they still favour the design, style and appeal of a standard website.
First impressions was the worst performing section with an average score of 76%, highlighting the continued investment and development needed from retailers in order to match their online counterparts.
Derek continues,
“It is encouraging that after our first study retailers are already learning from recent mistakes, adapting their mobile strategies in order to meet the expectations of mobile savvy shoppers. However, it is essential that as smart device ownership continues to increase, brands continue to invest in the platform in order to encourage purchases and increase brand advocacy”.
Worryingly, some retailers, such as Waitrose, are confusing and complicating the mobile journey and limiting shoppers to certain product ranges, despite developing an mCommerce site.
The results highlight that retailers need to be offering consumers a seamless journey across all channels, including mobile platforms. Comments conclusively show that shoppers expect the same experience that they are accustom to online and on the high street.
To download the latest report, visit our website: https://ecustomeropinions.com/survey/survey.php?sid=340113959
Methodology:
An eMysteryShopper survey was conducted to compare the customer journey of 15 UK web enabled mobile retail websites online via a smart device. The fieldwork was carried out using the eMysteryShopper Panel of internet users during December 2010 and January 2011.
The benchmark measures included:
o First Impressions (Homepage)
o Search – Navigation and Keyword
o Items Found (Product Pages)
o Shopping Basket
o Purchase
o Registration / Login
o Delivery
o Returns / Refunds
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