is mean? It means that the winners in this game to acquire and keep customers will be those companies that understand the importance of providing highly targeted value based upon a discrete understanding of the drivers behind every customer. Technology, expressed as features, functions, benefits, and so on, is still critically important. However, the people who care about that level of technical detail are not generally the people who make buying decisions or write checks for product purchases. Value takes on many different forms and must be expressed appropriately to each audience. Technology bells and whistles certainly matter-I would never suggest otherwise-but there is much more to the capability equation. The characteristics that represent value to a technician responsible for installing, operating, and maintain- ing a network are different than those that provide value to a network designer, a beneficiary of the services that the network delivers, or the end user who must make a buying decision about a highly capital-intensive Downloaded from Digital Engineering Library @ McGraw-Hill (www.digitalengineeringlibrary.com) Copyright © 2004 The McGraw-Hill Companies. All rights reserved. Any use is subject to the Terms of Use as given at the website. Telecom Market Segments Chapter 8 acquisition. Thus, the manner in which each product is represented to the client must be customized to an appropriate degree if the sale is to be suc- cessful. Chapter Summary In this chapter we explored the nature of the telecom industry: Who are the players, what are their roles, and perhaps most important, what is the future that awaits them? In the final chapter, we delve into the past before we examine the future, looking at the now infamous telecom bubble. Chapter 8 Questions For each of the major industry sectors, list at least three players. What advantages do CLECs have over ILECs? Use the Web to research Section 271 Relief. Is it successful? Why is the metro sector such an important market? What are the biggest challenges 