Telecoms, utilities and services: Telecoms, mobile a...

 

This paper describes the experience of developing Orange's European mobile consumer segmentation and applying it to the UK market. The process started in 2003 with a major study in Orange's six main E ...

This Marketing Society award-winning case study describes the systems used by the Vodafone Group for global new product development and competitive differentiation. It is a custom-tailored, highly dia ...

This article provides an overview of the telecoms market. Alongside an analysis of recent adspend trends, it discusses the recent activity of several of the sector's major players across Europe, inclu ...

The ring tone industry is laden with price-value discrepancies, quality concerns and consumers who show a general distrust for the companies involved. So how do you pit a little-known ring tone compan ...

In launching its GoPhone prepaid cell price plan, Cingular was seeking to enter a new market and catch up with competitors such as Tracfone and Virgin which already held strong positions in the pay-as ...

This paper explores young people’s motivations for using mobile phones. Older adolescents’ everyday use of traditional and new forms of mediated communication were explored in the context of their eve ...

Digital technology is developing at a staggering rate, but there is a danger that it could collapse as the dotcom boom did if companies do not change their attitude to consumers. Consumer ability to u ...

Vodafone's BestMate campaign aimed to produce a turnaround across almost every brand and business measure that was important to Vodafone New Zealand. In a newly mature market, where shifting brand mea ...

This case study details a decade-long campaign by TELUS and Clearnet which sought to build a brand based on the consistent appeal to higher-value customers. The strategy was originally devised by Clea ...

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 ...

The Irish mobile phone market is oversubscribed and competitive, and the most effective way to win customers is to take them from competitors. In an effort to exploit an area of untapped potential, Vo ...

Founded in 1989, Working Assets Long Distance was the only enterprise offering a long-distance phone service and regularly donating to nonprofit organizations. It was a subsidiary of Working Assets Fu ...

As the telecommunication industry spent $5.8 billion on consumer advertising in 2003, top competitors formulated brand identities that would gain them footholds in the industry. The Sprint PCS Group c ...

It was in 1995 that Sprint Corporation launched its national "Sprint Sense," an advertising and marketing campaign to sell long-distance phone service. The idea behind "Sprint Sen ...

During 2002 competition between wireless-telecommunication providers grew so fierce that the top four were spending $1.5 billion on media outlays, a leap above the $435 million spent in 1999. With mor ...

The telecommunications industry underwent such fierce competition during 2003 that many analysts were comparing its advertising climate to the "cola wars" of the previous decade. The fif ...

Sprint Corporation's "Monday Nights Free and Clear" campaign publicized free long-distance calling services that the telecommunications company offered during the last four months ...

In 1994 a new British mobile-phone operator, Orange S.A., debuted in the wake of Britain's more established operators, such as Vodafone Group and BT Cellnet. Orange grew quickly by offering the ...

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' ...

Before the 1980s the telecommunications giant American Telephone & Telegraph Corp. (AT&T) dominated the collect-call market by simply owning the majority of America's pay phones. ...

To promote its 10-10-220 "dial-around" plan in television and print ads, MCI WorldCom Inc. enlisted comedian and former Saturday Night Live cast member Dennis Miller. The sneering funnym ...

Cellco Partnership, which operated under the name Verizon Wireless, was the largest mobile-phone service provider in America during 2002. Rated best by consumers in customer satisfaction, Verizon was ...

In 1982 the U.S. government mandated the breakup of the vast network of the American Telephone and Telegraph Company (AT&T) into smaller regional companies, the so-called Baby Bells. The region ...

The first campaign for Ameritech from its new advertising agency, Ammirati Lintas Puris of New York, was launched on October 6, 1997, in an attempt to move customers from simply recognizing the brand ...

In the 1990s the telecommunications giant AT&T found itself competing against new rivals. Telecommunications companies had expanded their products and services beyond long-distance telephone ...

Digital technology is growing at an explosive pace, and today, the penetration rate of mobile communication devices, and the carriers' revenue generated from voice calls, has reached a saturation poin ...

This paper looks at perceived impacts of telecommunication at the 'Bottom of the Pyramid' in India, Pakistan, Philippines, Sri Lanka and Thailand. Strong positive impacts are seen in terms of emergenc ...

Mobile phones with integrated GPS, or access to it through Bluetooth technology, enables mobile value-added service companies to provide new and better services based on accurate knowledge of the clie ...

In the competitive mobile telecom market combining price reductions with increasing revenues is of high importance. KPN Mobile and SKIM Analytical have conducted several studies in order to identify k ...