AOL, for example, drew users away from DSL with its broadband services, simply because it was easier to add broadband to one's existing AOL account than to go through a new service. Thus, through using Shaw rather than Skype, a user could consolidate his or her computer services. So, Shaw could thus make use of its current marketing position as a more tried and true organization in contrast to the upstart Skype. Shaw could thus create a new, combined product service of VOIP and other Internet services to compete with Skype, although it might have to consider offering this service free for a time to lure customers in, as a promotional device. Shaw could even make more efficient use of placing than Skype by specifically emphasizing its Canadian/North America location, to corner that area of the VOIP market, stressing the greater and more personalized services it could offer North American and Canadian users, as...
For instance, on its website Skype has explicit instructions how to use its services effectively. Users can easily gain information about the VOIP. At present, on its site Shaw has so many communications services, its specifically Internet-oriented services often gets lost, as does some of its most innovative promotions, such as its contests. If it is to introduce a new service, like VOIP, to avoid further confusion, it must create a cleaner and more stratified website to efficiently promote the new product.
If Shaw decides to enter the VOIP market it must find a way to overcome Skype's first mover advantage. It could do this in terms of market placement in the sense that it can offer VOIP as a part of a bundle of other Internet services to its current Canadian clientele. This would certainly be an incentive to Shaw's current Canadian Internet users, but might not draw new users from
Secondly, Shaw needs to broaden its national base. Shaw is currently a Canadian-based communication company, while Skype serves eleven million users in the international sphere. It is in Shaw's interests to expand its outreach to other, preferably internationally-based communications companies, regarding VOIP technology, to ensure that it can make inroads into the VOIP market. Thus, Shaw's deployment must be an increase in advertising and services to its existing Canadian consumers. The
Communicating in Today's Workplace Workplace Communication Communicating in Today's Workplace Communicating in Today's Workplace "the single biggest problem in communication is the illusion that it has taken place." George Bernard Shaw Communication is essential to every organization for it to function effectively. And as Shaw observes, effective communication can be challenging, particularly in today's workplace. Communication is required to increase efficiency, satisfy customers, improve quality, and create innovative products and services. Communication links everyone together and
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