The only way wireless carriers are going to be successful in today’s cut-throat environment is to differentiate their service from everybody else’s offering. Market segmentation is the mantra.
But conventional wisdom says there is no killer app. So how can a carrier differentiate its products and services from its competitors’ in a marketplace crowded with advertisements that all tout low prices and digital quality and the next one sounds about the same as the last one.
I think there is a killer app. There is one way carriers’ can differentiate their service-namely the E911 application. The idea comes from Louis A. Stilp, general manager of the Associated Group Inc.
Government and industry have been hesitant to force carriers to blanket the United States with E911 service even though it would be good for America. Well, if you can’t do it for the good of the people, do it for the money.
The ad campaign is already designed: different segments that feature winners of CTIA’s VITA awards. Stanley Brumfield can relay how he saved his own life after his car flipped by calling his boss on his cell phone.
Brumfield was driving to work before dawn one day when his truck hit a patch of black ice on a bridge and spun out of control. The truck skidded into the guard rail on the bridge and went over the side.
Nobody witnessed the accident.
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Brumfield managed to reach for his wireless phone and speed-dial his boss, who called 911 and then hurried to the scene of the accident.
“The doctors told me I would not be here today if I had been forced to wait much longer for help,” said Brumfield. “I’m convinced that having a cellular phone saved my life that day.”
Safety users are the largest buyers of wireless service today. Just have credible Stanley explain the benefits of wireless-and how your company goes a step further by offering E911 service.
If a wireless user takes a spill or is otherwise greeted by unexpected mayhem and needs to call 911 from his cell phone, your network will be able to find the customer’s location. Your competitor’s system won’t.
Whose service would you buy?
Want to charge a little more for service? Sure. Forget the chump change carriers are thinking of adding onto customers’ bills to pay for E911 service. People most likely will pay more than a few dollars for this application.
But hurry, this will only work until your competitors put E911 applications on their own networks.
