Telecoms: Mobile and cell handsets

 

There are now more mobile phone users in China than the US, and the country's handset market is growing at over 20% a year. Motorola only had a 13% share of the Chinese market in 2005, with research r ...

The mobile phone handset market is one of the most competitive and hardest fought in Europe. Sony Ericsson sought to make inroads in Poland and Russia, both of which were dominated by Nokia. The launc ...

Christmas is a very competitive period for phone manufacturers, and Nokia wanted to ensure its brand was visible to consumers over the festive season. Based on a plan of holding 23 days of events in t ...

Motorola, Inc., began by selling radio accessories in the 1920s, but by 2000 mobile phones were Motorola's highest-grossing product. Even though Motorola was the world's second-largest m ...

In 1995 Motorola, Inc., dominated the mobile-phone market with 54 percent of the global market share. Over the next few years, however, Motorola was accused of losing sight of its customers' ...

This paper analyzes the main results of the online Product-Test eCMetrics carried out during the first quarter of 2006 to define the colors of Nokia's mobile line. The quantitative research study was ...

This paper shows how Sony Ericsson developed a new way of branding their mobile phones, in terms of consumer use/participation, during its campaign from 2004-05. Two models were featured: the K750i ca ...

As explained in this brief case study, Nokia was trying to connect with the public and achieve 40% of the year's volume in the six weeks of Christmas shopping. The campaign had to achieve maximum impa ...

This brief case study discusses the Nokia Concept Lounge, a community platform for visitors to share ideas on future communication. It was to tap into the present and future need for design, and invit ...

In early 2004, LG was a new entrant to the US cell phone market, facing colossal competitors in a slowing market. The target audience of 18-to-24-year olds, while difficult to reach, could be motivate ...

Rapid advances in technology have created a proliferation of new technology products, making successful launches difficult and rare. With the launch of its T610 camera phone, Sony Ericsson created th ...

When Phones 4u launched ‘Ashamed of your mobile?’ it was into a saturated marketplace, where growth was stalling and losses were being made. Compared to the firmly established brand leaders, Carphone ...

Nokia Game is an annual event whose primary goal is to connect people to the brand and to each other.. The main commercial objectives are described as improving brand image and loyalty whilst improvin ...

In the mobile phone industry, service providers are the dominant brands, even more so than the actual handset manufacturers. Nokia set out to change that, re-creating themselves through design, attit ...

In 1996, Clearnet faced its first challenge of introducing a new high-tech communications product - a digital phone with 2-way radio, paging and data communication features - to a market inundated wit ...

Motorola, the market leader in the cellphone sector, required a pan-European brand campaign. The research carried out across the region revealed the difficulties of finding a single approach when each ...