Telecom Management Crash Course / Edition 1

by P.J. Louis

Overview

Shows service providers how to efficiently manage their technology advantages and back-end operations to survive in this challenging economic climate.

Product Details

ISBN-13:	9780071386203
Publisher:	McGraw-Hill Companies, The
Publication date:	06/01/2002
Series:	Crash Course Series
Pages:	372
Product dimensions:	6.00(w) x 9.00(h) x 0.77(d)

About the Author

P.J. LOUIS has nearly a quarter of a century's worth of experience in the telecom business. Mr. Louis is currently an advisor in the financial arena. Prior positions include vice president of Carrier Marketing & Product Management at TruPosition, Inc., a leading provider of wireless location services. Mr. Louis has also served as chief of staff for engineering in NYNEX (today known as Verizon). He has held a number of leadership positions within Bell Communications Research and NextWave Wireless. Mr. Louis is a former officer of the Institute of Electrical and Electronics Engineers (IEEE) Communications Society, New York Section. Mr. Louis has been a member of IEEE for 25 years. His experience includes leading sales and marketing organizations as well as technology organizations. Mr. Louis has been a featured speaker in telecommunications conferences and is the author of three McGraw-Hill books: M-COMMERCE CRASH COURSE, BROADBAND CRASH COURSE, and TELECOMMUNICATIONS INTERNETWORKING.

P.J. LOUIS has nearly a quarter of a century's worth of experience in the telecom business. Mr. Louis is currently an advisor in the financial arena. Prior positions include vice president of Carrier Marketing & Product Management at TruPosition, Inc., a leading provider of wireless location services. Mr. Louis has also served as chief of staff for engineering in NYNEX (today known as Verizon). He has held a number of leadership positions within Bell Communications Research and NextWave Wireless. Mr. Louis is a former officer of the Institute of Electrical and Electronics Engineers (IEEE) Communications Society, New York Section. Mr. Louis has been a member of IEEE for 25 years.His experience includes leading sales and marketing organizations as well as technology organizations. Mr. Louis has been a featured speaker in telecommunications conferences and is the author of three McGraw-Hill books: M-COMMERCE CRASH COURSE, BROADBAND CRASH COURSE, and TELECOMMUNICATIONS INTERNETWORKING.

Table of Contents

Preface
Introduction
Acknowledgments
CHAPTER 1: WHAT IS A TELECOMMUNICATIONS COMPANY?

Makers of Hardware

Makers of Software

Providers of Service to the Hardware and Software Companies

Intellectual Property

Providers of Service to the User

Wireline Telephone Companies

Cellular (Wireless) Carrier

Personal Communications Services (PCS) Comapnies/Carriers

Paging Systems

Satellites

Cable Television Networks

Internet

Providing Service to Users (Selling Retail Telecommunications Services)

Providers of Service to Other Providers of Service

Perspective: Supplier and Customer

Why is the Carrier-Vendor Relationship Important?

Interdependency

The Culture

Telecommunications Professional and Telecommunications Manager

Summary

CHAPTER 2: ORGANIZATIONAL STRUCTURES

Classic Organizational Structure

Decision-Control Process and Organizational Structure

Centralized Decision Making

Decentralized Decision Making

What is the Model to Follow for Telecommunications Companies?

Service Provider Decentralization Gone Wrong

Optimizing the Organizational Structure

Summary

CHAPTER 3: THE TELECOMMUNICATIONS SERVICE PROVIDER

Basic Organizational Functions

Wireless Telecommunications Carrier Organizational Functions

Wireless Carrier Organizational Functions

Internet Service Provider Organizational Functions

Carrier Organizational Structures

Vertical and Flat OrganizationalStructures

Departmentation

Product Departmentation

Functional Departmentation

Balancing Financial Objectives and Organizational Needs

Senior Management

General Counsel and Vice President of Legislative/Regulatory

Legislative Regulatory Area

Legal Group

Vice President of Public Relations

Example of Public Relations

Public Relations--Perception is Reality

Chief Technical Officer--Technology and Operations

Network Planning and Engineering

Strategic Network Planning

Network Operations
Chief Financial Officer

Vice President of Information Technology (IT)

Vice President of Finance/Comptroller

Vice President of Sales and Marketing

Chief Operating Officer (COO)
Vice President of Human Resources and Administration

Economic Downturn and the Role of HRA

Employee Benefits--Promoting the Company

Fiscal Accountability

Summary

CHAPTER 4: THE TELECOMMUNICATIONS VENDOR--HARDWARE, SOFTWARE, AND SERVICES

Outsourcing

Multitude of Vendor Types--Impact on Organizational Structure

Basic Organizational Functions

Organizing the Vendor

Departmentation

Product Departmentation

Product Departmentation Diversification and Market Response

Vendor Organizations

Senior Management

Product Lines

The Process of Creation

The Creative Process--Organized Creation and Creative Management

The Creative Process--Product Management

Example of Product Management Process

Product Management: Mediation, Facilitation, Coordination--Hitting the Mark

Product Definition

The Four Ps

Product Life Cycle

Contract Signing

Vendor Organization Requirements

Summary

CHAPTER 5: STRATEGY, TACTICS, AND SHARED VALUES

Strategic Planning

Market Segment and Size

Value: The Story

Value: The Product's/Service's Intrinsic Value

Value: The Value Proposition

Distribution

Distribution: Sales

Distribution: Marketing the Product

Distribution: Warehousing and Delivering the Product

Scope and Scale of Execution

Tactical Planning

Binding Strategy and Tactics: The Vision

Where Do Vision, Strategy, and Tactics Lead the Company?

Summary

CHAPTER 6: MARKET FOCUS--UNDERSTANDING THE TELECOMMUNICATIONS MARKET

Retail Telecommunications Services Marketplace

Residential

Business

Government

Wholesale Telecommunications Marketplace

Types of Wholesale Services

Market Focus

Market Segmentation

Steps in Segmentation

Identify Potential Segments

Select Segments

Test for Strategic Relevance

Measurability

Market Driven versus Sales Driven

Summary

CHAPTER 7: DEVELOPING MARKET DRIVEN STRATEGIES--HOW?

Adaptive Planning--Organizing Management Thought Processes

Assessment

Strategic Analysis

Decision Making

Implementation--The Final Phase

Implementation--The Customer View

Implementation--The Complete View

Resetting the Strategy

Summary