I agree that branding product levels is one good approach. However I'd liek
to bring up there is a big diffeerence between Marriot and an ISP.
With Marriot, you can touch, see, and feel the difference between the
product brands. Whether the budget hotel has smelly carpet and the high end
hotel has fancy chandaliers and hottubs, or efficiencies with kitchens, etc.
With Wireless its very difficult for the end iser to see the difference, and
the ISP to prove the difference, or for that matter truly build a network
that can deliver the mulitple services differenciated. In other words its
both a technical problem and a perception problem, for the ISP.
I'm aware of one company who specifically stayed out of the DSL replacement
business because they had evidense that getting into it was lowering the
value of their high ARPU service, because there really was no way for them
to differenciate it. They actually started a completely different company to
go after the low end business, to protect the value of thier name for the
high ARPU business company.
Tom DeReggi
RapidDSL & Wireless, Inc
IntAirNet- Fixed Wireless Broadband
----- Original Message -----
From: "Peter R." <[EMAIL PROTECTED]>
To: "WISPA General List" <[email protected]>
Sent: Tuesday, June 12, 2007 12:52 PM
Subject: Re: [WISPA] Pricing
You could create 2 brands like Toyota and Lexus.
One is a decent car but the other is a luxury.
The difference between a Camary and a Lexus 200 was about $5000. Same
basic car.
Let's look at Marriott. These are its brands:
Marriott Hotels & Resorts
JW Marriott Hotels & Resorts
Renaissance Hotels & Resorts
Courtyard by Marriott
Residence Inn by Marriott
Fairfield Inn by Marriott
Marriott Conference Centers
TownePlace Suites by Marriott
SpringHill Suites by Marriott
Marriott Vacation Club International
Horizons by Marriott
The Ritz-Carlton Hotel Company, L.L.C.
The Ritz-Carlton Club
Marriott ExecuStay
Marriott Executive Apartments
Grand Residences by Marriott
Everyone is branded with an exact thought in your head for who it targets
and what you get.
It's all in the marketing. Lots of ways to package your services to meet
different strata of a region.
Regards,
Peter Radizeski
RAD-INFO, Inc.
813-963-5884
Mark Nash wrote:
This is interesting, and something I've been giving alot of thought to.
My market is mostly rural, residential, mom & pop shops, etc. Providing
inexpensive access will get me more customers but as we all know, our APs
only have so much capacity so how do you get as much revenue as you can
out of each and every one of them? If you go exclusive then you grow
slower but your revenue per user goes up, making your AP more valuable.
Anyone got comments on providing a mixture, perhaps even with different
quality APs at a single site?
Mark Nash
UnwiredOnline
350 Holly Street
Junction City, OR 97448
http://www.uwol.net
541-998-5555
541-998-5599 fax
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