Telecoms: Mobile and cell handsets

 

There is a need for a consumer-centric, holistic measure for cross-media planning. Each media touchpoint claims to incorporate unique values that make it better than others, but they cannot all be 'a

With its XT launch Telecom had to earn their place back in the mobile game - a tall order from a national telco that for years had been falling behind in the mobile market. This would be the first ste

Virgin Mobile entered the Indian market with a plan to establish itself as the sector’s youth brand. In a series of TV spots, the brand used daring and unconventional storylines to reach 18-25 year-ol ...

In planning the campaign for Nokia's most high-tech cellphone, the N958GB, it was found that technology only makes sense when it provides an experience that enriches people's lives. In Brazil, it was ...

Nokia needed to make the São Paulo flagship store relevant in a city with a high concentration of concept stores and a low preference for Nokia. A launch campaign was intended to improve Nokia's image ...

In a market characterised by fierce competition, Optus wanted to relaunch its Mobile Phone Cap plans. While the product had not changed since an initial campaign, and competitors were offering service

Orange wanted to deepen its engagement with the youth market, but while the mobile phone was an essential part of the lives of this age-group, they were hard to reach in a manner that was both authent

Nokia was under-performing in key markets including Russia, China, Brazil and the UK, and it was imperative the launch of the Supernova helped redress this trend. The company thus aimed to get to know

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 ...

Each year, well over a billion mobile phones are produced worldwide, along with millions of tons of packaging, paper and cardboard and peripherals such as headsets, chargers and cables. While recyclin ...

In this article, taken from WARC Online's coverage of ESOMAR Congress 2008, James Aitchison and Geoffrey Precourt discuss Nokia's environmental initiatives, including encouraging mobile recycling and ...

A little more than a decade after the wide-scale launch of mobile phones to consumers, the landscape was dominated by three major players and a large number of smaller ones. The appetite for wireless

KPN, the Dutch telecommunications group, targeted small business users with a humour-based campaign designed to encourage them to use mobile email. The communications aims of the campaign, created by

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 ...