Telecommunications service development through scenario planning approach

Abstract

In this paper, a Scenario Planning approach was used to identify a strategy to provide Phoneweb based Interactive Voice Response (IVR) service to small businesses. A business case analysis showed that the project is very promising with multiple million dollar profit after tax for a two year view. Little downside risk was anticipated due to no substantial capital investment and no serious regulatory risk. Phoneweb service can be a valuable vehicle for AT&T not only as a revenue generating opportunity from hosting web sites but also as an effective bundling package to retain and winback small business customers.