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A Review on the Change of Telecommunication Market in Perspective of Customer  

Hwang, Min-Woo (KT 마케팅전략본부)
Jung, Sang-Ik (신세계 아이엔씨 EC 사업부)
Publication Information
Journal of Information Technology Services / v.7, no.1, 2008 , pp. 45-62 More about this Journal
Abstract
This review examines the rapid growth of qualitative and quantitative of telecommunication industry for past couple of years from customer's viewpoint. Most of the telecommunication products were positioned in the market by the businesses and government's support, but the entity of telecommunication products were never interpreted from the user's viewpoint. Even though, various kinds of telecommunication services have been actively discussed by businesses, government, and IT professionals, it has not been sufficiently discussed by the marketing academia where they need to focus a lot on customer's utility. For the purpose of providing an insight of the telecommunication service marketing strategy, this study looked over old and new directions of growth, failure and evolution of services by focusing on two main pillar of communication business, which is high-speed internet and mobile phone service. Additionally, the research explains and mentions the limit and trend of the telecommunication service marketing, and the future research task that needs to be solved.
Keywords
Evolution of Telecommunication Industry; Perspective of Customer; a Limit of Telecommunication Service Marketing; a Trend of Telecommunication Service Marketing;
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