ABSTRACT
This chapter aims to define the marketing mix for individual Value-Added Services (VAS) or bundles, in an attempt to position them to a segmented population of communication service consumers. Voice-over-Internet Protocol (IP) telephones are now supposed to have stickers with “do not use in case of emergency.” Before the Telecoms and Internet converged Services and Protocols for Advanced Networks standards, it is indeed impossible for VoIP service providers to physically locate them. In a survey by the Global System for Mobile communication (GSM) Association, American mobile phone users ranked mobile e-mail as the number one mobile data service, but the GSM service providers, network vendors and 3rd Generation Partnership Project never specified any enhancement for e-mail delivery. Personal welcome pages are the evolution of the personalized ring back tone, personalized welcome video, company Web site, and personal Web space. The separation of audio device and terminal device has opened new possibilities to share pictures or video during the voice conversation.
