Geographical Market Area of Life Telecom - Essay Example

Geographical Market Area of Life Telecom Life Telecom will be launching their telecom services, latest by the month of August, 2010. Their aim is to provide customers with future telecom wireless technology and internet products. Business partners and vendors are selected based on the products’ quality and solution uniqueness which guarantees getting suitable and targeted market share. Our customer will be the high-end user of wireless terminals such as mobiles, PCs, PDAs, iBooks, iPads, etc for individual/residential or business markets. Life Telecom considers the whole geographical market area in the Kingdom of Bahrain either as one block or segregated blocks based on the service type and end user type. Providing all of this will be under the highest standards and supported by in-house continuous development for back-end elements to guarantee more reliability and flexibility in adding further advantages to our customers. 1.1. Our DNA A Bahrain based wireless fusion of detailed, localized communication and entertainment solutions through world-class technology, performance and services. 1.2. Our Vision To become the solution provider of choice for clients’ requirements and aspires to be the next generation of Wireless Services. 1.3. Our Mission To empower our community with wireless mobility via an extensive range of customized services. 1.4. Our Offer of Value Large volume information services at affordable costs within a social conscious; offering educational and an entertaining atmosphere for business & residential worldwide communications. 1.5. Our Way We are an avant-garde alternative telecommunications provider with fully converged IP architecture and selective use of wireless technologies as well as an optimized and technologically superior delivery of integrated services of Voice, Internet, Video, Surveillance and many single broadband connections. 1.6. Our Strategic Partners Powered by Angel Wireless and ICU Call; our technical structure and service support remains unparallel in dependability and swiftness. 1.7. Our Services Telephony, Broadband Internet Connectivity, Advanced IPTV and Video Services, Advanced Communication (video conferencing and live even video streaming) Tele-Surveillance (large, small and medium sized business, small offices and homes) Broadband Wireless (hotspot Wi-Fi) Virtual Private Networks (VPNs). 1.8. The Difference Life Telecom’s competitive advantage is built on execution of its commitment: dependable delivery of advanced wireless services and breakthrough technological solutions backed by dedicated 24/7 network management support. We are a distinguished company in Bahrain and one of the few worldwide; to optimize extensive use of IPs for the integrated deployment and management of voice, data, video and value added services over wireless networks. With us, no limits can hold you back from realizing your goals and “make your dreams come true”. 1.9. What we do? Our Company is focused on providing its subscribers number of services related to the Internet, SMS, VoIP, hosting, Web solutions and Applications. Development of applications and components in the domain Traffic termination 1.10. Our Products The core product of Life Telecom for its initial rollout consists of a list of services including connectivity through the ISP providers. This is referred to as the Infrastructure Business Service. Life Telecom’s products and services are divided into three (3) main categories namely Wireless services, IP services (VPN, VoIP) and ISP related services. In the following phases, once the network is constructed, Life Telecom will introduce business services as a value added service which can add value to Life Telecom subscribers including Web Applications and Web Consultations, etc. 1.11. Business Positioning With the advanced technologies and the built-in infrastructure that Life Telecom owns; Life Telecom will exploit the national opportunities by the convergence of telecommunication, computers, broadcasting, and publishing and internet technologies. We are creating an organization that provides its customers with innovative, reliable, well-coordinated and cost effective telecommunication technologies with solutions that meet their current and future needs. A high capacity backbone network coupled with an Internet Protocol (IP) -based network will be the core facility in providing seamless integration of services to the users. Life Telecom is scheduled to work with reputable local and international strategic partners in order to capitalize their expertise and experience in their respective fields to build. This will allow Life Telecom to effectively manage its flexible and future proof state-of-the-art network. Life Telecom foresees that it will serve high number of customers across Kingdom of Bahrain within the next 2 years; mainly through joint-cooperation with its partners and re-sellers. 1.12. Business Strategy The primary focus of Life Telecom is to concentrate on wireless networks and internet solutions. Wireless network offers significant competitive advantages over fixed-wire systems; most prominently through lower installation costs, speed of network deployment and easy customer connection. The IP backbone will offer integration of all the services either it is for voice or data in a seamless manner. Since the IP based backbone is definitely cheaper as compared to the traditional wired backbone which uses circuit-switching technology, the cost benefit to the users can be further enhanced. 2. INDUSTRY OVERVIEW Life Telecom believes that the communication market in Bahrain will become more sophisticated as reflected in the Government plan for the ICT innovation and the sense of opportunity and belonging as highlighted in the Government plan under provisioning of TRA and in line with the Bahrain Vision 2030. As voice, data and also other contents converge, Life Telecom foresees that Internet Protocol (IP) and internet usage will continue to increase in businesses, entertainment, communication and broadcasting in the domestic market as the Bahrain businesses discover the need to perform over a more secure, quality and a cost effective network infrastructure. Life Telecom also believes that the recent demand level has increased for a more reliable and an innovative service provider. Life Telecom believes there will be an increasing demand for value added and IP based networking, applications and related services. At the same time, the need to establish a reliable access infrastructure, especially for the individual user will definitely enhance the IP network and related applications. The unavailability of competitive provider of wireless access offers an opportunity for Life Telecom to offer the services to individuals who are being deprived of Internet opportunity due to cost and service constraints. The traditional model of communication industry is no longer applicable in this era of competitive market place. We are witnessing the worldwide market deregulation and new parameters have reshaped the industry structure. We will be seeing wireless system becoming the primary access for voice and data services. Definitely data networks especially IP-based network will drive and dominate the Communication Industry internationally and domestically. We strongly believe that wireless and IP-based technology will be the driving enabler in the new era of communication in this country. 3. THE BUSINESS STRATEGY Current market shows a lot opportunity by the convergence of telecommunication, computers, broadcasting, publishing and Internet technologies. The IP market is still new but the concept has been well accepted and advocated by the industry. Besides, ground-breaking services can meet the new demands and created demands as well. Especially in business markets, Life Telecom’s strategy is to attract individuals, SME and large customers who have a growing need for bandwidth but yet wish to maintain cost efficiency. The IP-enabled applications and services are definitely in line with this strategic move in order to quickly grow in the market place. It is therefore imminent that Life Telecom shall focus on providing solutions to the business market employing IP-based network services. Life Telecom has a strategy to add arms to Tamkeen to provide technology to Bahraini businesses by applying solutions. Similarly they can meet with their strategy to enhance Bahraini opportunities to establish, develop and expand their business. 3.1. Business model In order to realize this vision, Life Telecom’s goals will be to create an organization that provides its customers with innovative, reliable, well-coordinated and cost-effective telecommunication solutions that meet their current and future needs. To achieve these goals, Life Telecom will focus on leveraging its competitive advantage: IP-based Network Development for voice and data. Reliable transmission infrastructure High Quality of Services Lower Total Cost Good Customer Care. Core issues and strategies The following core issues and strategies will be addressed: Acquire core technology and competency Establish business partnerships and acquire business licenses Recruit and train staff Build core team to facilitate smooth operation of the business that includes sales and marketing, research and development, customer services, support and maintenance. Implement telecommunication infrastructure; develop product and services Marketing products and services to bring awareness and penetration Develop distribution channels and national sales office, produce marketing materials. Develop wholesale partners. Penetrate existing customers-based sales with an extensive campaign to promote products/services Strategic Alliance: In order to provide complete solutions and market its products and services effectively, Life Telecom will adopt strategic alliance with: Equipment Vendors Application and Content Providers Resellers International Carriers Foreign Wireless Operators 3.2. Priority Markets The systems and products offered by Life Telecom consist of Internet, wireless, and mobile communications networks. Life Telecom focuses on the development of infrastructure and application products that empower its engine as an operator and as a service provider to offer new value-added services to the customers. Hence, enabling the company to produce higher returns and prevail over the continuously growing competition. The systems also cover voice and data transmission requirements over a variety of business categories, including those of public administration agencies, public utility companies, private enterprises, and others. One example of that is providing webhosting subscribers with flexible free websites to manage their businesses in healthier ways. The network shown in the above belongs to the Internet Service provider Life Telecom. The company provides its clients with Internet access through different means such as a Wi-Fi or high speed leased line for corporate clients. In addition to providing Internet access, Life Telecom also supports WEB and DNS hosting for clients. The Life Telecom network is logically based on Core, Distribution and Access topology model connecting back to the Service Providers for Bandwidth services, Internet access and Accounting Purposes. The NOC Core connectivity from 2 ISPs and then integrated into a multi-port firewall is connected to each of LAN subnets for overall internet isolation and network security. The first block consists of Life Telecom Local Area Network. The data link medium in use for the Local Area Network at the main office are traditional Ethernet (802.3) network with wireless access point located throughout the building, allowing authorized mobile users with wireless card, instant access into the company network. Wireless zones that are divided into sites only support wireless LAN. The wireless local area network is broken down into different subnets each accommodating different zones. The wireless clients will also be located on its own subnets to allow easy policy enforcement. Have a look at the logical diagram of Life Telecom’s flow of traffic; it starts from the Internet User who is using Life Telecom internet via wireless media. The process starts as follows: Internet user will open his/her browser for accessing http traffic. First of all, a web portal of Life Telecom will open in the browser, which requires from the user for their identity in the form of a username and password. When the user types the username and password the request is authenticated via Authentication Server (AAA), which is Authentication Authorization and Accounting. It checks whether the username and password is correct and means it is authenticated, then checking is done for authorization of using what service and on what time and the last stage of this process is accounting that tracks user’s start time, connected time span and ending or terminated time. After the completion of AAA process, a public IP is assigned from the designed IP pools of IPs in the RADIUS server. When connected user tries to navigate the websites, DNS service checks and converts domain name to its corresponding IP address. When this request reaches to the Life Telecom Router it checks if the request is for web traffic and it redirects to WEB Cache server. Web cache server takes the request from router and checks whether the requested URL is in cached; it renders the page for the same request and directs it to the same customer. If the requested URL is not found in the cache, the request is redirected to the internet via the router and it fetches the page. Web cache saves that page to it Cache and a copy is sent to the requested customer. 4. MARKETING PLAN 4.1. Product Brief As mentioned throughout this document, Life Telecom’s products and services are divided into three (3) main categories namely Wireless services, IP services (VPN, VoIP) and ASP related services. The target market will be both the individual and business users. 4.2. Means / Income Build a Portfolio of License / Frequencies-maintain Promote Life Telecom “branding” Future plan; Increase Operations. Portfolio: Subs, Services Diversify services: Internet, Web, VoIP, SMS Focus on innovations of new services 4.3. Services Life Telecom aims to run below products and services: Broadcasting: Call Centre Voice: VoIP, Conferencing Wireless: Wi-Fi, Real time locating system (RTLS), Point to Point, Indoor coverage, Hotspots, Portals Internet & webhosting: Webhosting package (including hosting + templates + email accounts) SMS: SMS packages Data: Data Centre Portals: Portal services Basically, the main products and services to serve the addressed market are Business and Corporate customers (including Government) as well as Individual customers. Method of providing these products and solutions will be based on: IP Network Business Solution: Life Telecom’s IP-based network will be deployed as the core backbone network for the business sector. Solution for the integration of voice and data will be advocated as the value proposition for the customers. New services can easily be deployed or added on to the customer network, thus providing future-proof network solutions to the customers. Currently, Life Telecom is connected to the internet via two sources, one from LightSpeed and the other is from Kalam. Life Telecom’s network is linked using fiber with the existing operators. It is not the intention of the company to construct and build its own fiber network but instead use the existing facilities available today. Wireless Access Network Solution: Utilizing Wi-Fi, Point to Point and Point to Multipoint technology. Life Telecom will roll out the services in stages throughout the country. Life Telecom marketing strategies will focus on the following: Providing differentiated solutions through unique bundling of wireless and Internet applications. Providing superior relationship with the highest value customers based on information and customer care. Work on increasing quantity of customers. Superior capabilities and skills of the people resulting in superior quality of services and innovation for the customer. Life Telecom is connected to 2 ISPs for Bandwidth requirements and fulfilment for its own use as well as Customers and Services. Both ISPs are connected via Fiber Media terminated to Core Router with the link Capacity of Gigabit Ethernet media via Fiber patch Panel. Life Telecom believes in meeting the standards set by TRA and International organizations for QoS, High Availability, Scalability and Proper Manageability. Keeping in mind; redundancy and high availability, Life Telecom has 2 Separate source of internet connectivity. Redundant Internet source makes Life Telecom available to its valuable internet customers even if 1 internet service provider goes down for some reason. The network shown above belongs to the Internet Service provider Life Telecom. The company provides its clients with Internet access through different means such as Wi-Fi or high speed leased line for corporate clients. In addition to providing Internet access, Life Telecom also supports WEB and DNS hosting for clients. The Life Telecom network is logically based on Core, Distribution and Access topology model connecting back to the Service Providers for Bandwidth services, Internet access and Accounting Purposes. The NOC Core connectivity from 2 ISPs and then integrated into a multi-port firewall is connected to each of LAN subnets for overall internet isolation and network security. The first block consists of Life Telecom Local Area Network. The data link medium in use for the Local Area Network at the main office are traditional Ethernet (802.3) network with wireless access point located throughout the building, allowing authorized mobile users with wireless card, instant access into the company network. Wireless zones that are divided into sites only support wireless LAN. The wireless local area network is broken down into different subnets each accommodating different zones. The wireless clients will also be located on its own subnets to allow easy policy enforcement. Have a look at the logical diagram of Life Telecom’s flow of traffic; it starts from the Internet User who is using Life Telecom internet via wireless media. The process starts as follows: Internet user will open his/her browser for accessing http traffic. First of all, a web portal of Life Telecom will open in the browser, which requires from the user for their identity in the form of a username and password. When the user types the username and password the request is authenticated via Authentication Server (AAA), which is Authentication Authorization and Accounting. It checks whether the username and password is correct and means it is authenticated, then checking is done for authorization of using what service and on what time and the last stage of this process is accounting that tracks user’s start time, connected time span and ending or terminated time. After the completion of AAA process, a public IP is assigned from the designed IP pools of IPs in the RADIUS server. When connected user tries to navigate the websites, DNS service checks and converts domain name to its corresponding IP address. When this request reaches to the Life Telecom Router it checks if the request is for web traffic and it redirects to WEB Cache server. Web cache server takes the request from router and checks whether the requested URL is in cached; it renders the page for the same request and directs it to the same customer. If the requested URL is not found in the cache, the request is redirected to the internet via the router and it fetches the page. Web cache saves that page to it Cache and a copy is sent to the requested customer. Read More