Subject Index
 

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

This paper discusses the 2004-05 campaign for the mobile telephone company O2. The campaign was based on the fundamental insight that people were becoming fed up with the acquisition-driven marketing ...

The Vodafone Passport offered cheap roaming rates to travellers departing Dublin Airport and enabled them to use their mobile abroad more cheaply than before. This brief case study shows how, through ...

In order to stimulate the activation and use of their mobile browser i-mode, Hi, a Dutch Telecom company, offered MSN Messenger on mobile phones. This short paper provides brief details of the strateg ...

This brief paper discusses the campaign for the Nokia 9300, a 'hero device' selected to be marketed and distributed in several countries at once. This exclusive, high-impact Nokia 9300 Terminal promot ...

By creating the first online mobile film festival, Saatchi & Saatchi made a breakthrough for Telecom New Zealand with the target market for its new video messaging product. The Rubbish Film Festival c ...

It's okay if you're a Muslim, a Christian or a Jew. It's okay if you're agnostic, and don't know what to do. Join the all-inclusive celebration, with no contractual obligation. Happy Chrismahanukwanza ...

How can a tiny local wireless company compete against the mega-sized juggernauts created by recent mega-mergers? Incite a Revolution. That's what Northcoast of Cleveland, Ohio did as it re-launched it ...

This paper shows how a moment in time - the merger of the number two wireless brand Cingular with number three brand AT&T Wireless to create a new number one brand - was leveraged to shift perceptions ...

Vodafone New Zealand’s brand preference and customer satisfaction were starting to show some strain. It’s customers were hoping Vodafone would match Telecom New Zealand’s $10 text offer. But Vodafone ...

With the rapid growth in the mobile telecommunications market and the next generation of services almost here it was imperative for Telecom New Zealand Ltd to paint a picture of the future and win the ...

In the midst of price and minute wars as well as the onset of wireless portability, Verizon Wireless' goal was to grow their existing customer base and reduce churn. To accomplish this, Verizon Wirele ...

This is a story about a 3 month campaign that delivered Virgin Mobile Australia (VMA) the most significant results in its history and put the brand back on track at a time when it needed it most. The ...

Virgin’s launch into the mobile phone market is testament to two things: that even the most mature category can be disrupted by what we have come to describe as a challenger brand, and that positionin ...

This case is the story of a corporate transformation. In just two years O2’s troubled predecessor, BT Cellnet, has been transformed into a vibrant brand and thriving business. Where it once trailed t ...

This case study will demonstrate how Virgin Mobile's 'Virgin to Virgin' campaign delivered $37.9 million in incremental profit and a return on investment of $4.36 for every $1.00 spent. The communicat ...

When working on a youth brand with attitude and a distinctive tone of voice it is often tempting to see the 'how we communicate' as more important that the 'what we communicate'. In the case with Virg ...

Vodafone had a major challenge in 2003; it was viewed as being fun-loving, irreverant and a bit of a rebellious underdog. That’s a good thing in the general consumer mobile market, but these qualities ...

IOU$2 was born out of the need to reconnect Vodafone with its youth audience. In mid 2003, it was discovered that the youth market felt Vodafone was no longer speaking directly to them. Obviously, som ...

In the highly competitive world of mobile telecommunications, Telecom New Zealand’s Boost Mobile was failing miserably. Set up to capture the youth market, Boost Mobile was struggling against the well ...

This campaign was devised to introduce young users to the Boost Mobile brand against a background of an almost saturated market. Young people between the ages of 12 and 24 were targeted with a creati ...