Satellite Broadband National Deployment Targeting Rural and Underserved Markets

Goal: The primary goal was to investigate the concept of deploying high-speed Internet access for a major telecommunicationscompany (ILEC) using satellite communications after the national deployment of DSL technology; that couldpotentially fill a likely difference of over 433,000 subscribers that DSL could not provide in remote and unserved rural markets. This concept was to position the ILEC broadband position and deployment from further competitive penetration from cable MSO competition, where DSL could not be deployed cost effectively, due to subscriber density..

Results: A concept exploration and definition plan and economic business case model was created with various financial scenarios targeting the wholesaling of broadband high-speed access from a satellite service provider. The financial summary parameters were supported by a low penetration rate over a five year model with bundle services. All consumer installation were outsource and the ILEC would truck roll to business end users.

Measurements: The proposed concept exploration and definition study and deployment plan was presented to the VP Emerging Services which considered analyzing the marketing opportunities, marketing research and information systems. The selecting target market consisted of measuring and forecasting demand, market segmentation, targeting and positioning. The development of the marketing mix in designing bundle services and CPE consisted of packaging and service offerings, new product development and product life cycle strategies, pricing considerations and approaches, pricing strategy, distribution channels (ISPs) and physical distribution, retaining and wholesaling, communications and promotion strategies, advertising, sales promotion, and public relations, personal selling and sales management, competition analysis and competitive marketing strategies, campaign planning, implementation and controlling marketing programs for Tier 1, Tier 2 and Tier 3 markets. The concept was utilized using a different satellite service provider to offer voice, video and data bundle services to end users.

Additional information...

>>See Concept Exploration and Definition Proposal of Broadband Satellite-based Solution
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