Experiential wholesale marketing
The missing link

By Jay Gupta - Practice Leader at HOT TELELECOM
September 2017
In my many years of working in Wholesale, I have always found it an uphill struggle persuading non-core customer segments (both retail and B2B), to use wholesale as a platform for innovation. Wholesale has never really gained recognition as an interesting piece of the telecoms value chain, largely due to lackluster marketing.

In today’s world, many B2C marketers understand that we as customers are increasingly persuaded to buy products based on experiential activities.

Experiential marketing has been a buzzword in retail marketing for a good number of years and, with the advent of digital marketing, it is becoming easier to facilitate these experiences. In simple terms, experiential marketing enables us to connect with brands through immersive and memorable experiences.

For example, mobile operators such as O2 (Telefonica) have launched experiential retail to create a new mobile phone shop experience, hoping to showcase new innovative technologies and products through in-store experiences.

The missing link

Which leads me to ask the question: Why doesn’t experiential wholesale (telecoms) marketing exist? Could wholesale conferences have more stalls with live immersive demonstrations, rather than pure discussions? Could sales meetings be structured around live experiences of wholesale capabilities?

Wholesale operators have rich platforms, offering services for Voice, Data, Messaging, Roaming, Signalling, Connectivity, Interoperability, Billing, Settlement, Routing and of course a global network infrastructure.

These multitude of platforms are screaming to be used to empower innovative solutions, prototypes and ideas, discovered by experiencing wholesale telecom capabilities. Experiential wholesale marketing is about the co-creation of ideas and solutions, driven through a marketing programme. Which translates into a collection of micro-experiences brought together through internal and external partnerships.

My hunch is that wholesalers who succeed in building an experiential wholesale marketing programme, will have a greater chance of positioning themselves at the core of the innovation value chain. Either as enablers of traditional voice and data services evolutions or of the IoT, blockchain and Artificial Intelligence upcoming innovations.

Jay Gupta, Practice Leader at HOT TELECOM

About the Author:

Jay has more than 16 years of experience in the telecoms industry, in a broad range of commercial roles. She recently served as Strategy and Product Development Director for Telenor. Jay has hands on experience creating and implementing new multi-million business segments and has a creative approach on how to unlock potential in digital products and connect growth opportunities to global ecosystems.

HOT TELECOM has been serving global operators, governments, equipment vendors and telecom investors for over 13 years, providing leading edge market research and consulting services to industry leaders around the globe.

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