UK ISPs Struggle Explaining VoIP

A report out of the UK claims many of the tier two ISP’s staff have a hard time understanding VoIP and really can’t explain it.

While BT will not have this problem, this is opportunity for the VoIP players to do a few things. First off they can use this data a reason to begin direct marketing programs. They can create packages, sell in both IP telephony and broadband, using the cost savings of VoIP versus BT. Second they can create sell in/sell through. But to do both they have to “create demand” in a way similar to how DuPont drove demand for TEFLON pots back in the 60’s.

Creating demand requires education. So far, the only two VOIP plays that have taken on the role of teacher are AT&T here in the USA and SKYPE on a global level.

Vonage has used an announcement and financial community targeted approach in the USA to tell the public about their service. Most of the rest make announcement, but don’t position stories or really educate the potential subscribers and decisionmakers on the features and benefits, ease of installation, ease of use, and more importantly, how for the most part, no one can really tell the difference in the call quality.

I remember the Memorex ads and television commercials, “is it real, or is it Memorex?” back in the 70’s. What I’m amazed at is not one of the VoIP brands has gone the TV route and asked “can you tell the difference?” or better yet, said, “bet you don’t hear the difference.”

The success of VoIP plays will fall on marketing, and uptake. It’s still early.