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Home > Sectors we research > Telecom/IT/Interne
Telecom/IT/Internet sector : Product Acceptance/Demand Estimation Studies
The prime issue which was sought to be addressed by all services providers when planning to enter the Indian market place was: 'How acceptable is our product in India?'. Most studies handled by us have involved measuring product acceptance and hence forecasting demand for telecom products.
The broad issues addressed by these studies are:
- exploring the need for the product
- reactions to the new concept and perceived usefulness
- forecasting demand basis intention to purchase in a particular time frame
- simulating price sensitivity of demand
- recommending relevance of fringe services to be provided
We have conducted such studies for almost all product categories such as Cellular Phones, Radio Pagers, Voicemail services, E-mail, Intelligent Networking etc. A note on the objectives and methodology undertaken for conducting some of these studies is presented one by one.
- Market assessment for cellular phones
A large scale study, this involved measuring product acceptance for cellular phones in a major metro for a licensee.
The study involved 3000 detailed interviews with all the potential market segments.
- affluent households
- small businesses
- large institutions
The overall demand was characterised by user segments, expected usage, feature preference and need for value added services.
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Market potential for Radio Pagers
This study involved two techniques for measuring acceptance of pagers in 7 second level towns in India. A qualitative module which involved in-depth interviews with doctors, businessmen, architects, engineers, consultants and stockbrokers was conducted to understand motivations and barriers to acceptance of Radio Pagers in India. This was followed by a large-scale survey involving 2000 potential customers which helped in determining demand for pagers.
- Acceptability of E-mail
The objective of the study was to estimate the likely market size for E-Mail and other related services in India. For this, the proportion of the total communication volume that can be shifted to E-Mail among the intending buyers was estimated.
We conducted the study in Bombay, Delhi, Madras, Calcutta and Bangalore. A total of 470 companies among large and small manufacturing companies, export houses, hotels, airlines, travel agents and traders were contacted.
- Intelligent Telephone Networks
Our client wanted to evaluate an opportunity to develop and operate IN services in Bombay and Delhi. The IN services researched were :
- Virtual Private Networks
- Toll free services
- One number service
- Personal number service
- Calling cards service
The study was conducted in two stages, Stage I consisted of a detailed data collection on current telecom infrastructure and penetration of related telecom products like EPABX, fax, telex, leased lines, credit cards etc. Also detailed in-depth interviews were conducted with small and large organisations to understand motivations and barriers to using intelligent networking systems.
The second stage consisted of 300 interviews with commercial organisations (MNCs, large and medium private/public sector companies and small business) to assess potential for IN services.
- Market potential for Voicemails
This study sought to determine the likely penetration of value added telephony services like voice and fax mail, voice and fax messaging in Delhi, Bombay and Bangalore. While the study gauged the acceptability/ resistance to voice, fax mail in the household and institutional segments, it also predicted the usage behaviour and user preferences for different types of Voicemails (premium, standard, basic) once the services are introduced.
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