Baby Steps

Higgins, Kevin T.
April 1996
Marketing Management;Spring96, Vol. 5 Issue 1, p8
The article presents an interview with William F. Reddersen, president of the long-distance and video services division of BellSouth, regarding challenges facing the company. According to Reddersen, the marketing game is still a matter of focusing on creating and delivering value to customers. Creating superior customer value is how the marketing game is won, and every customer has a different definition of value. The marketplace is made up of individual customers and the market today is a customer of one. The value of mobile phone is increased productivity. Customers adapt to technological change in different ways. One approach is to skip generations of technology. Suppliers adapt in different ways. Therefore the approach of BellSouth is to make products that are forward and backward compatible so that the service is transparent to the customer. So the challenge is to take technology out of the equation for the customer and make it invisible. Cable companies are basically distributors of programming and the challenge is to provide better programming. BellSouth is forging strategic partnerships with companies like Walt Disney and SBC Communications. The company has also formed alliances with Hewlett-Packard, Scientific-Atlanta and other technology firms.


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