A conjoint model of enhanced voice mail services. Implications for new service development and forecasting
Despite its absence in the literature, conjoint modeling can be a powerful tool for telecom policy and business decisions. Using this technique, we examined the US opportunity for a large number of network-based messaging services. Our model has successfully forecast US voice mail penetration and pricing levels from 1993 to present. The results demonstrate that, when properly applied, conjoint analysis yields: (1) accurate identification of consumer priorities and price sensitivities; (2) underlying benefits-based market segmentation; and (3) realistic, efficient demand forecasts for multiple market scenarios.
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Volume (Year): 21 (1997)
Issue (Month): 8 (October)
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