Business consultancy project

Service Development Process.

The short- and long-term outlines compose several stages of the service development process. The first stage of the development has been evaluated through concept valuation. The relevant market research assessment helped to define the market requirements and estimate the respective customer segment. Moreover, the conduction of business analyses through define business patterns ascertained the proper business conception. However, the next stage of the development will proceed in the upcoming months, and the technical implementation, service development, and marketing communication will be planned accordingly. At the same time, in the implementation of the second stage, the business analyses will be updated based on actual results of the first stage and service development plan will be adjusted accordingly.

Figure.48 Service Development Process

4. Marketing Strategy.

Meanwhile, together with market assessment and estimation of the financial profitability, the corresponding marketing strategy is a fundamental characteristic in any new service introduction. (Kotler, 2000) Marketing strategy enables to define the marketing and financial objectives and maintain the effectiveness though of competitive positioning. The key attributes of the service were designed for the deployment of the sustainable positive return in the long run through maximizing customer lifetime with Azercell. The evaluation of the target customer and the competitors` analyses will endorse the building of the appropriate marketing plan.
Target customer -As expected, customer segment was estimated though smartphone users. Considering that more than half of Azercell subscribers are smartphone users, and it gradually increasing the smartphone penetration percentage from total active customer quantity was measured as the first indicator. The second assumption was based on the survey results. According to the survey results, 65% of the total 165 Azercell subscribers pointed out the interest in using the mobile number as the payment tool for covering the phone bills and utility services expenses.

Table.19 The assessment of possibility of payments from mobile number balance.

I am not interested	36
I do not understand what it is	8
It will be useful for micropayments (utilities etc. - up to 50 AZN)	44
It will be useful for app payments.	14
It will be useful for different payments	63

The next assumptions defined as the expected customer segment rate and acquisition rate. Presumably, the number of users will be modest in the first stage, and the number of users will be increased steadily. Based on this, the decent growth rate was indicated for both indicators.

MFS User calculation (((Active customer* Smartphone penetration rate) *65%) *expected customer growth rate) *acquisition rate.