Forecasting market demand for new telecommunications services: an introduction

The marketing team of a new telecommunications company is usually tasked with producing forecasts for diverse stakeholders with different needs. Consequently, those outside marketing often realize neither the many reasons for developing forecasts nor the marketing theory used and the challenges involved in doing so. Based on our three decades of experience working with telecommunications operators around the world we seek to redress this situation by presenting a discussion of the issues involved in demand forecasting for new communications services.