Broadband Cell Phones: Is Your Marketing Plan Ready?

Is Your Marketing Plan Ready?700MHz C.

It doesn't sound sexy, but starting today this block of the wireless spectrum is to be auctioned off for more than $10 billion. Verizon, AT&T, and Google are expected to be the prime bidders for the "C Block" spectrum.

Why so valuable? According to Federal Communications Commission Chairman Kevin J. Martin, quoted in the New York Times:

The spectrum that we are auctioning off is going to be the building blocks for the next generation of broadband services. It can carry lots of data, penetrates walls easily, travels far and allows for very good broadband wireless service. It will allow a wireless platform to be another competitor in the broadband space.
Essentially what we are talking about is the enabling of a new generation of cell phones to become broadband monsters. And that, says Harvard Business blogger John Sviokla, opens a whole new world of marketing opportunities for business.

"As mobile devices and services improve, they will provide new opportunities for firms to put the right offers to the right people at the right locations -- which will drive demand."

Sviokla says business leaders better start getting ready for this new opportunity, which is likely to be deployed in 2009. Ask yourself three questions, says he:

  1. Can you take advantage of the emerging open wireless capabilities?
  2. Are you aware of the new possibilities to promote your product or service?
  3. Do you have the talented individuals who understand what is going on, and what to do about it?
(Cell phone image by Yeray Hernandez, CC 2.0)