Success Factors in the Diffusion of Innovative Services: A Case Study Specific to the Indian Telecom Context

10.6702/ijbi.2009.4.1.3

Sangeeta Sahney

Telecom industry ； bundle of services program ； diffusion of innovation ； empirical study ； quality function deployment

International Journal of Business and Information

4卷1期（2009 / 06 / 01）

45 - 75

英文

The telecom industry in India has witnessed a transformation. From a monopolistic regime, through an age of de-regulation and privatization, it has seen the rapid rise of market players who offer innovative products and services. This change has been commensurate with the growth of the industry, now ranked the fifth largest in the world and expected, by 2010, to be the second largest. Faced with a growing market and increasing competition, companies in the telecom business in India must re-orient their product and service offerings. These companies need to adapt continuously to the dynamic environment so as to survive competition. Although many companies focus on innovation of products and services, it is crucial that these products and services be customer-oriented for easier diffusion and quicker adoption, thus increasing customer retention and loyalty. This paper focuses on a telecom company in India, which is a major player in the market. The company formulated a strategy to launch a ”bundle of services” program, which would enable it to provide Internet, television (video), and (telephone) voice simultaneously to its customers, apart from other services. This paper presents the results of an empirical study to identify the success factors for the ”bundle of services” program. These results will provide a better understanding of customers' needs, assist in the design of a system that can be diffused, and thus assist marketers as they construct, manage, and evaluate their marketing strategies in the Indian context.

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