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Telecom Services in Vertical Markets

2002-2007

a market research report

Report Excerpt

Market Segmentation

Table of Contents

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Telecom Services in Vertical Markets 2002-2007, a new market research report from Insight Research, quantifies the telecom spending habits of major US industry segments. By targeting telecom services to vertical markets, carriers can offer industry-specific solutions to their customers with a mix of customized applications, products and customer support.
This report examines local, long distance, and ISP spending in each industry segment. In addition, voice and data service spending patterns are broken out for separate classes of business, including: healthcare; construction; retail trade; wholesale trade; educational services; financial, insurance, and real estate services; professional business services; hotel and lodging; transportation; communications; utilities; entertainment and media; durable manufacturing; and non-durable manufacturing.

The bottom line: telecom carriers can differentiate themselves by providing higher-margin, value-added services through the vertical approach to marketing. Insight’s Telecom Services in Vertical Markets report will help service providers develop closer links to their customers’ core business.









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    Report Excerpt

    Vertical Industry Telecommunications Spending

    Vertical markets represent untapped opportunities for the telecommunications industry. The objective of this market research report is to examine and quantify these opportunities in various vertical industries for the telecommunications service provider community. Insight examines 14 vertical markets in this report, segmented according to Standard Industrial Classification (SIC), a Bureau of Labor Statistics (BLS) division of economic data. These 14 vertical markets represent almost 78 percent of all workers and approximately 82 percent of the total number of establishments in the US.

    Telecommunications products and services are, by their very nature, commodity products, since they exhibit little or no customization. Telecom providers recognize the commodity nature of their product when they market horizontally—offering everything to everyone, everywhere. Vertical marketing focuses on developing solutions to user problems within specific industries. In contrast, horizontal marketing provides generic “one-size-fits-all” offerings. In this market analysis report our thesis is that, with competition eating into already anemic profit margins, solution selling by vertical industry becomes an attractive way for telecommunications vendors to differentiate, and a viable way to maintain profitability and sustained growth. Four principal growth factors affect telecommunications expenditures significantly—number of employees, occupation type, size and number of establishments, and proliferation of Internet access.

    With the US economy in such difficult straits, business opportunities for telecommunications providers in the enterprise market seem harder to find than ever before. According to the BLS, the employment picture is not sanguine. In April 2002, unemployment hit an eight-year high of six percent. The number of people unemployed for 27 weeks or longer rose 142,000 to 1.6 million in May 2002; the highest number in eight years. As of September 2002, the Federal Reserve Open Market Committee forecasted real gross domestic product growth in 2002 to be at 2.3 percent, well behind the growth rates of other major economies.

    Telecommunications and Vertical Marketing

    For 2002, Insight found that the majority of service revenue (89.6 percent of carrier local and long distance business wireline revenue) is still attributable to voice: a commodity. Moreover, enterprise customers perceive very little differentiation among the telecom providers. The mergers that swept through the industry in 1999 and 2000 blurred the conventional sector boundaries between carriers and seemed to emphasize the intention of every carrier to eventually market horizontally. In the mind’s eye of the enterprise telecommunications manager, the telecom carrier has no perceived specialization and no locality; carriers are generalists operating in national and international markets. Once the enterprise customers starts thinking that providers are selling a commodity service, then purchase decisions revolve around price alone.

    The benefits of vertical marketing can be immense ...

    Click here for the complete Executive Summary.


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    Market Segmentation

     

    Total Wireline Market
    Business vs. Residential Wireline Market
    Business Expenditures in Vertical Markets
    Wireline Data vs. Voice Markets
    Wireline Data Expenditures in Vertical Markets
    Markets: wholesale, financial, insurance, real estate, professional, communications, durable manufacturing, health care, retail








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    Table of Contents

     

    Table of Contents

    Chapter I
    EXECUTIVE SUMMARY
    1.1 Vertical Industry Telecommunications Spending
    1.2 Telecommunications and Vertical Marketing
    1.3 Telecommunications Expenditures by Vertical Industry

    Chapter II
    INDUSTRY OVERVIEW
    2.1 Classification Systems
    2.2 Segmentation and Performance
    2.2.1 Wholesale Trade
    2.2.1.1 S&P Indices
    2.2.2 Financial, Insurance, and Real Estate Services
    2.2.2.1 S&P Indices
    2.2.3 Professional Business Services
    2.2.3.1 S&P Indices
    2.2.4 Communications
    2.2.4.1 S&P Indices
    2.2.5 Durable Manufacturing
    2.2.5.1 S&P Indices
    2.2.6 Health Care
    2.2.6.1 S&P Indices
    2.2.7 Retail Trade
    2.2.7.1 S&P Indices
    2.3 Telecommunications Industry Trends
    2.4 Local Trends
    2.4.1 Broadband Access Growth
    2.4.2 Primary and Secondary Access Line Growth
    2.4.2.1 Historical
    2.4.2.2 Forecast
    2.4.3 Private Line Growth
    2.4.3.1 Historical
    2.4.3.2 Forecast
    2.5 Internet Trends
    2.5.1 Historical
    2.5.2 Forecast
    2.6 Long Distance Trends
    2.6.1 Historical
    2.6.2 Forecast

    Chapter III
    MAJOR VERTICAL MARKETS
    3.1 Drivers of Telecom Expenditures
    3.1.1 Growth in Employment
    3.1.2 Growth in Occupations
    3.1.3 Size and Number of Establishments
    3.1.4 Proliferation of Internet Access
    3.2 Telecom Expenditures by Vertical Markets
    3.2.1 Long Distance
    3.2.2 Data Communications
    3.2.2.1 Direct Dial
    3.2.2.2 ISDN
    3.2.2.3 DSL
    3.2.2.4 T-1

    Chapter IV
    CASE STUDIES
    4.1 Overview
    4.2 IBM
    4.2.1 Retail Trade
    4.2.2 Retail Trade
    4.3 EDS
    4.3.1 Manufacturing
    4.3.2 Aircraft, Automotive, Industrial, and Finance
    4.4 Qwest
    4.4.1 Insurance
    4.5 Verizon
    4.5.1 Medicine
    4.5.2 Finance
    4.6 AT&T
    4.6.1 Professional and Business Services
    4.6.2 Professional and Business Services
    4.7 NTT Communications
    4.7.1 Music, Broadcast, and Advertising
    4.8 SBC
    4.9 BellSouth
    4.10 Sprint
    4.10.1 Financial Services
    4.11 Deutsche Telekom
    4.11.1 Aerospace and Defense
    4.11.2 Aerospace and Defense

    Chapter V
    MARKET FORECASTS
    5.1 Overview
    5.2 Methodology
    5.3 Prognoses
    5.3.1 US Total Wireline Market
    5.3.2 US Business vs. Residential Wireline Markets
    5.3.3 US Business Expenditures in Vertical Markets
    5.3.4 US Wireline Data vs. Voice Markets
    5.3.5 US Wireline Data Expenditures in Vertical Markets

    TABLE OF FIGURES

    I-1 Drivers of Telecom Expenditures in Vertical Markets
    I-2 Total US Telecom Wireline Market, 2002 and 2007
    I-3 Top Tier Expenditures for Telecom Services as a Percentage of Total Market, 2002-2007
    II-1 Median and Mean Age per US Census Estimates, 1995-2000
    II-2 Telecommunications Growth Cycle
    II-3 North American Net Additional Broadband Subscribers, 2002-2007 (Millions)
    II-4 US Access Line Annual Additions, 1985-1999 (Millions)
    II-5 US LEC Access Line Quarterly Additions, 1999-2001 (Thousands)
    II-6 US LEC Access Line Annual Reductions, 2002-2007 (Thousands)
    II-7 BellSouth Historical Private Line Quarterly Growth Rates by Circuit Type, 1999-2001
    II-8 US Internet Backbone Revenue Quarterly Growth Rates, 2000-2001
    II-9 US Internet Service Provider Revenue, 2002-2007 ($Billions)
    II-10 US Long Distance Minutes of Use Quarterly Growth Rates, 2000-2001
    II-11 US Intrastate and Interstate Long Distance Minutes, 2002-2007 (Billions)
    III-1 Drivers of Telecom Expenditures in Vertical Markets
    III-2 Total US Employment, 1986-2006 (Millions)
    III-3 Total US Business Establishments, 1992-2005
    IV-1 Architecture of SIS
    IV-2 NTT Communications` Vertical Solution
    IV-3 BellSouth`s Sales Organizations
    V-1 US Total Wireline Revenue, 2002-2007 ($Billions)
    V-2 US Wireline Expenditures by Business vs. Residential, 2002-2007 ($Billions)
    V-3 US Business Top Tier vs. All Other Telecom Expenditures, 2002 and 2007 ($Billions)
    V-4 US Total Wireline Data Revenue, 2002-2007 ($Billions)
    V-5 US Business Wireline Data Market Share, 2002 and 2007

    TABLE OF TABLES

    II-1 SIC Divisions
    II-2 Classification System Coding
    II-3 NAICS Divisions
    II-4 Wholesale Trade Representative Indices
    II-5 Financial, Insurance, and Real Estate Representative Indices
    II-6 Professional Business Services Representative Indices
    II-7 Communications Representative Indices
    II-8 Durable Manufacturing Representative Indices
    II-9 Health Care Representative Indices
    II-10 Retail Trade Representative Indices
    II-11 Private Line Count by Circuit Class
    III-1 Selected Vertical Markets in Context (Year End 1997)
    III-2 US Employment Projections by Occupation, 1996 vs. 2006 (Thousands)
    III-3 US Employment Projections by Percentage Growth, 1996 vs. 2006 (Thousands)
    III-4 Distribution of US Companies by Size
    III-5 Telecom Expenditures by Establishment, 2002 Forecast
    III-6 Industries in the Data Communications Lines and Corresponding Vertical Markets
    III-7 Average Monthly Long Distance Expenditures per Employee by Size, 2000 vs. 2002
    III-8 Average Monthly Long Distance Expenditures per Employee, 2002
    III-9 Average Number of Data Communications Lines per Site, 2002
    III-10 Average Number of Direct Dial Lines per Site, 2002
    III-11 Average Number of ISDN Lines per Site, 2002
    III-12 Average Number of xDSL Lines per Site, 2002
    III-13 Average Number of T-1 Lines per Site, 2002
    V-1 US Total Wireline Revenue by Type of Provider, 2002-2007 ($Billions)
    V-2 US Business Wireline Revenue by Type of Provider, 2002-2007 ($Billions)
    V-3 US Business Telecom Expenditures by Vertical Market, 2002-2007 ($Millions)
    V-4 US Business Wireline Data Revenue as a Percentage of Local and LD, 2002-2007 ($Billions)
    V-5 US Total Wireline Data Expenditures by Vertical Market, 2002-2007 ($Billions)









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