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Telecom Channel Portals 2.0: How Marketing Portals increase Profits

on September 21, 2010

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If you’ve been keeping up with the business agility blog, you probably read last week’s post about Telecom Channel Portals. Telecommunications is one industry where I predict business agility will ultimately be a key success factor for its major (and even minor) players. The reason I can predict this confidently is that business agility combats unpredictability, which is a characteristic of telecommunications. Its products and services are always changing, its margins are usually shrinking, and yet its buyers are rarely completely satisfied. Sounds like a tough position to be in, but the business agility blog is here to help – so let’s take a closer look at one of the three agile apps I wrote about in the last Telecom Channel Portals post.

Marketing Portal with an ROI

Marketing PortalsIf we start at the basics, ‘marketing’ is defined by the American Marketing Association as: the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Mendix agile transaction portals, such as your average marketing portal, smooth out this set of practices, and help all parties involved increase their productivity.

Providers can manage and update collateral, and even add videos, brochures and product information. They can manage campaigns and other documents, and take advantage of versioning so that they’re always up to date. By doing so, they market their service to agents and partners while they provide the marketing materials necessary to win business. It’s a win-win situation from the provider perspective, because they make life easier for resellers, which directly affects their bottom line.

Marketing Portals with Flexibility

This all sounds great, but your average marketing manager wants little to do with updating and managing the actual software solution they are using. Fortunately, this is where the idea of IT and business agility come into play. Research and Development at Mendix is always looking for ways to increase collaboration between business and IT – that’s why we love features like visual modeling tools and one click deployment of web apps.

Needless to say, the tools are out there to make managing these portals a piece of cake. Adopting an agile methodology to software development is step one, as my readers know, to attaining business agility – and a marketing portal is a good place to start. Being able to easily update the portal with product and service lists is vital in this industry, where products and services change constantly.

Disseminating information, especially marketing materials, can be a difficult task for channel managers to deal with. And all too often, it is a task that everyone ‘deals with’ – rather than proactively manages. Marketing portals can be integrated with your system as a ‘portlet,’ or you can build an overview portal that uses data from underlying systems. Using a combination of cloud computing, and agile applications integrated with back end systems, telecommunications companies can quickly and easily increase their bottom line.

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