MARKETING IN DEVELOPMENT AND IMPLEMENTING OF THE TELECOMMUNICATIONS SERVICES

Telekomunikacije so hitro razvijajoča se panoga, ki za zagotovitev konkurenčnih prednosti in pridobivanja končnih uporabnikov uporablja marketinške metode že pri samem načrtovanju razvoja in usmerjanja inovacij. Za zagotovitev uspešnosti storitve ali nove tehnologije morata razvoj in marketing hoditi z roko v roki, tako da najprej poiščeta tržne niše, testirata delovanje in uvajanje storitve, kasneje pa ustrezno uvajanje v tržno okolje z vsemi marketinškimi elementi, kot so: predstavitev nove storitve, njene dodane vrednosti, segmentacija uporabnikov in določitev ciljne skupine ter ustrezne usmerjene promocije. Ko je storitev na trg uvedena, pa mora marketing sproti spremljati nakupovalne cikle, zadrževati končne uporabnike pri operaterju, iskati trende in zagotavljati visoko kakovost, pomagati pri odpravljanju nezadovoljstva ter interni komunikaciji pri samem ponudniku storitev. Različnost tehnologij bo kmalu prešla v tehnološko nevtralno platformo s poudarkom na samih storitvah in ponujenih aplikacijah, do takrat pa se telekomunikacijske storitve še vedno ločujejo glede na tehnološki medij, prek katerega se prenašajo, in pa glede na način komunikacije. Za končnega uporabnika je najpomembnejša možnost izbire, za ponudnika storitev pa je najpomembnejši končni uporabnik, saj mu predstavlja gonilo razvoja in kupno moč. Zato se vsak operater ali pa ponudnik storitve v prvi vrsti bori za pridobitev in zadovoljstvo končnih uporabnikov. Dobre pogoje za končne uporabnike pa lahko zagotavlja le konkurenčno okolje, kar pa telekomunikacije v svojem bistvu niso bile, saj so spadale v področje omrežne industrije, kjer je bilo omrežje grajeno kot javno dobro, kasneje pa jih je privatiziral nacionalni operater. Ta je na trgu dolgo časa deloval kot monopolist in tako postavljal monopolne cene, pa tudi kakovost storitve ni bila primarnega pomena, saj ni obstajala možnost izbire in s tem primerjave. Končni uporabniki so šele z liberalizacijo telekomunikacijskega trga pridobili možnost izbire, zagotovilo neprestanega razvoja ter kakovostne storitve. V konkurenčnem okolju so namreč storitve tisti faktor, ki definira uporabnikovo izkušnjo in posledično njegove odločitve na trgu, kjer marketinška znanja nastopijo kot analitična in kasneje promocijska orodja. Marketing storitev je torej pomemben člen telekomunikacijske industrije in je prisoten na vseh nivojih delovnega procesa. Z uvedbo konkurence pa je postal še pomembnejši, saj so operaterji potrebovali orodja za iskanje tržnih niš, pridobivanje tržnega deleža ter spremljanje in ohranjanje zadovoljstva uporabnikov. Hiter razvoj telekomunikacij je povzročil izključenost nekaterih socialnih skupin uporabnikov, ki pa ne nazadnje za operaterje pomenijo nove tržne niše, v katere morda ni treba vložiti toliko tehnološkega razvoja kot predvsem poenostavljanja storitev, orodij in izobraževanja. Telekomunikacijske storitve lahko marsikateremu uporabniku močno olajšajo življenje s tem, da ob pravilni uporabi nadomestijo pomanjkljivosti, kot je na primer invalidnost, omogočajo prihranek časa z uvajanjem spletnega poslovanja v trgovinah, upravi, bankah in podobnih institucijah. Tako ob ustreznem izobraževanju in pravilni uporabi postanejo telekomunikacije nepogrešljiv del človekovega vsakdana.The telecommunications market is known for its fast development, therefore marketing methods must be used already in the planning of developments and innovations in order to ensure competitive advantage and to acquire end users. In order to ensure the success of a service or new technology, development and marketing must coordinate by first identifying the market niches, test the functioning of the service and introduce the service, followed by introducing the service introduction of the technology to the market environment with all the necessary marketing activity, such as the introduction of a new service and its added value, the segmentation of users and the identification of target group and promotion. When a service is introduced to the market, the marketing must follow shipping cycles, keep end users with the service provider, follow the trends and ensure high quality, while nevertheless helping to avoid disappointments in the relationship with the service provider. Soon the difference in technologies will converge into a technologically neutral platform, with emphasis on services and applications. Until then telecommunication services are still divided by the technological medium they are transmitted through and by the form of communication. Most important for the end user is the option of choice, while for the service provider the most important element is the end user, representing the driver of innovation and the purchasing power. Therefore each service provider is first and foremost trying to acquire end users and ensure their satisfaction. Only a competitive environment can ensure good conditions for end users. Telecommunications as natural monopoly are not competitive by default, because of the state legacy network built with public funds and later privatised by the national operator, who considers the network as its property. The national operator had a monopoly position on the market for decades, forming prices in that manner, with the quality of service unimportant, as there was no possibility for the end user to compare or even choose. End users gained the possibility of choice only with the liberalization of the telecommunications market and with that consequently also a lower price and better quality of service. In the competitive environment services are the ones that define user experience and form the basis for further user choices on the market, where marketing knowledge can act as an analytical and later promotional tool. The marketing of services can therefore be considered an important part of the telecommunications industry and is present on all the levels of the working process. With the liberalization of the market marketing became even more important, as service providers needed a tool for identifying market niches, gaining market share, monitoring and keeping the satisfaction of end users. The fast development of telecommunications market caused the exclusion of certain social groups of users, who can for service providers represent a market niche that does not require technological investment, but rather educating and the simplification of services and tools. Telecommunications services have the power to simplify the lives of many users by, when applied correctly, bypassing disabilities such as invalidity, saving time by introducing e-commerce, e-banking, e-public administration and similar institutions. By educating users and by users implementing telecommunications correctly, telecommunications can become an indispensable part of everyday life