A survey carried out amongst marketing and product mfanagers at communication service providers in both established and emerging markets has highlighted that while the meaningful lifespan for products is becoming smaller, operators are still struggling to get new products to market quickly. For 68% of the respondents, the lifespan of products is 24 months or less and with nearly a third of all operators (28%), the average lifespan of products and packages is now 12 months or less. The survey revealed that a third of the respondent operators currently take 18 weeks or more to take an initial product or package idea from concept to market delivery. For 30% of the operators the process takes 12 weeks, and just 8% are able to bring a new product to market within four weeks. The survey, commissioned by Ceon, a provider of product lifecycle management showed that 45% of those who replied cited IT problems as the most significant barrier to launching new products more rapidly. 30% of respondents consider improvements in the product design and definition process to be the most important factor in reducing time to market.
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