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dconnor Posted:
What is the main
number on the
account? And
which one is the
virtual number?

In The Forum:
Vonage UK
How do you call 999
On Apr 27, 2017 at 13:52:02

Trafford Posted:
Seems like a
question. We
rely exclusively
on a Vonage system
for our

In The Forum:
Vonage UK
How do you call 999
On Apr 27, 2017 at 05:42:50

diazou Posted:
Hello, It's
compatible with
Android your phone
? Thanks!

In The Forum:
IP PBX for small business
On Mar 28, 2017 at 07:42:33

jeddaisg Posted:
Hi all We have
a Vonage VOIP
system for our
office. Lately,
our call quality

In The Forum:
Ethernet Cable; Wiring schematic? 568-B?
On Feb 23, 2017 at 12:33:52

beast321 Posted:
I don't know if
you heard, that
many more
Dreamcast games
are opened up

In The Forum:
Fax - Tivo - Alarms
Using phone as a dial up modem for Dreamcast Gaming
On Feb 15, 2017 at 21:16:51

Av8rix Posted:
In The Forum:
New adapter and router -- MAC change
On Jan 10, 2017 at 19:07:21

tplink Posted:
Im trying to add
my HT802 vonage
adapter to my home
network. I
currently have

In The Forum:
Hard Wiring - Installation
Vonage behind switch
On Dec 05, 2016 at 06:35:11

DWSupport Posted:
After recent
Vonage update that
took place on the
4th and 5th of
Nov. E-mails with

In The Forum:
Voicemail Not Forwarding to Outlook Accounts
On Nov 10, 2016 at 12:23:26

peterlee Posted:
Had a call from a
Hospital in Ajax,
Ontario to my home
Scarborough, Onta

In The Forum:
Vonage Canada
Hospital Incoming call unable to connect
On Nov 08, 2016 at 11:59:50

I am looking for a
product that will
make my phone ring
louder so I can
hear using

In The Forum:
Looking for a ringer ameliorate
On Oct 26, 2016 at 09:21:30

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In VoIP, Dumbing Down is Good

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In VoIP, Dumbing Down is Good

July 21,2003

By Anthony Crupi

Otto von Bismarck once observed that people with an appetite for law or for sausage should not watch either one being made.

MSOs looking to market Voip would do well to heed those words. Apocryphal or not, there's a germ of truth in them that relates to the key challenge operators are up against when trying to introduce this potentially esoteric product.

The secret to successfully marketing Voip is in keeping the signal-to-noise ratio relatively high, says Louis Holder, EVP of product development for Vonage.

"When we first began to introduce our service, we tried to get technical," he explains, "but that only seemed to confuse our early customers."

Once Vonage came to the realization that the average consumer would only become discombobulated by the nitty-gritty behind VoIP, the company quickly shifted gears. "We refocused to make it look similar to traditional phone service," Holder says. "Then, over time, you migrate it over to what other cool things the product can do."

While Vonage began its initial campaign online, it was a single radio spot that helped push the company to the next level. "Howard Stern pitched our product as if he actually used it," Holder says. "We saw a huge rush after that."

The start-up is looking to launch a new TV spot sometime in the next few weeks, Holder says. The cost of the service - $39.99 for unlimited long distance and local calling plus all the standard features - remains the key selling point.

In promoting its primary line Voip service, Time Warner Cable has come to some similar conclusions, says Brian Schmidt, director of marketing and sales for the company's Portland, Me., division. "Phone is phone," he says, sounding as though he were issuing a Zen koan. "From the marketing side, we're focusing on simplicity. We don't want to intimidate our customers with a technical approach."

As Portland is the first division to roll out VoIP, Schmidt has taken a cautious approach. "Because we're first to launch, we really wanted to have total control over our rollout," he explains. TWC's initial strategy has been to slowly evolve from targeting potential customers with direct marketing and e-mail pitches, and on through a door-to-door approach.

Once the service began to gain traction, the MSO hired Atlanta's Bigelow & Eigel agency to handle its creative spots. "We had to be sure to differentiate ourselves, to stay away from the look and feel of what we've seen out there," Schmidt says.

As is the case with its HSD product, Cablevision espouses a strategy that adheres to a set of simple guidelines. "We have a very straightforward approach to marketing Optimum Voice," says Tanya Van Court, VP of product management for the Voip service. "While there is a lot of buzz around voice over IP and the technology that makes the service possible, we want to make the value and advantages of our new service clear to potential customers."

Overall, it appears that those involved in the early stages of Voip are following the same basic script, although Cox Communications' experience in circuit-switched telephony gives it a leg up on its fellow MSOs. As it continues to bull forward with Voip - the company launched a marketing trial in Roanoke, Va., in April to complement the Oklahoma City trial from last year - Cox may be the first cable operator to let its customers have a peek at the sausage.

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