KEY REQUIREMENTSHere are the key requirements for a successful Internet fax service offering:Offer a compelling value proposition to the end user. Customers perceivevalue from improvements in their daily lives and business operations.Many of these benefits were listed in the previous section, includingpersonal productivity, privacy, and security, easier and more manageableIS/telecom, better usage of computer resources, and greater control overimportant/urgent hardcopy communications.Savings on capital equipment costs are important, reducing dependencyon LAN fax servers, dedicated analog phone lines, fax modems, etc., andprovide savings over telco fax transmission rates. By “letting the Internetdo the work” of long-haul fax deliveries, most users can experience a priceadvantage from Internet fax versus a traditional telco service. Rather thanpositioning Internet fax as a premium service, it can be promoted as way toreduce the overall cost of fax transmissions.Provide Both Outbound (Sending) and Inbound (Receiving) ServicesTo completely outclass the traditional fax environment, NSPs shoulddeploy fax services that beat the fax machine “coming and going.” Faxreceiving services offer personal fax numbers, privacy, security, 24-hour-a daycoverage, and unmatched accessibility. The power of a complete send and-receivesolution is both dramatic and easily marketed.DEFINING THE IP FAX SERVICEEvery service business begins with the customer. The implementationof Internet fax will depend on how one estimates two specific customercharacteristics:1. What will the adoption rate be over time for the service? The rate ofacquisition of new customers will depend on many factors, includinghow many business vs. consumer users are in the customerbase, how aggressively one plans to promote the service, and whatkind of introductory offers one plans to implement, if any.2. What is the overall faxing profile of the customer base? According toGallup/Pitney Bowes, corporate faxing patterns are roughly: 10 to 12percent international, 50 to 60 percent long distance, 25 to 40 percentlocal/regional.The average fax user sends five fax pages per business day. These figuresare a good starting point for estimating traffic loads. Over time, one willdevelop an accurate model of the particular customer base
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