An interesting survey was coducted by Level 3 on VoIP:
The survey covers some interesting facts on
- Consumer image of VoIP
- Cost per acquisition
- Pricing of VoIP
- Preceived Value Consumers need to buy
A survey conducted by Level 3 Communications found that consumer recognition of voice over IP has risen significantly in the last year, but that there is still a lot of confusion around the technology. Because of strong promotions, particularly by Vonage, about 66% of consumers said they are aware of VoIP. That’s a nearly two-fold increase from the 40% that said they were aware of it in the same survey last year. At the same time, there is still plenty of confusion because carriers all are marketing it in different ways. The entire industry also does a disservice to itself when it focused on price. Indeed with per-customer acquisition costs still hovering around $300, the market simply can sustain multiple carriers if everyone is racing to be the lowest-priced option, Meyers said. In it’s survey, Level3 found that customers will respond to a discount of about 25% from their existing phone bills and they want a “perceived value” of about $100 in either equipment or some other item. Going lower than $25 actually leads to a cheapening of a company’s image and a negative consumer reaction.
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