Abstract:
The multifaceted, complex process of new product development could be regarded as the single most
important factor driving firm success or failure in the maturing telecommunications industry. The
speedy introduction of innovative new services with a customer quality orientation is needed to
excel in this extremely competitive environment. Approaches proposed to a service marketing strategy
include the exploitation of similarities with product development, relating, or even transforming,
the service to a product or something tangible, management of temporary supply/demand
imbalances and service flowcharting/blueprinting. Sensitivity towards ethical issues is important
to avoid a negative reputation and to get a name for being honest, fair and accepting of responsibility
for the consequences of the service developed. Globalisation, deregulation (which causes
increased competition) and the shifting of patent law in favour of the inventor drive the increased
importance of intellectual property protection, to prevent competitors stealing inventions and new
service concepts. To qualify for patent protection, a concept must be new, useful and not obvious to
someone with knowledge in the field. In the case of new service development, one cannot apply all
the principles and practices to protect intellectual property. However, it is surmised that an organisation
can maintain a competitive advantage with new services by encapsulating and integrating
such services in internal expert systems, software and firewalls to entry. Internal safeguards and
the confidentiality of systems are obvious policies. Potential research topics are offered.
