Subject Index
 

With merely 5% market share, 3% share of voice, and key competitors spending huge amounts on advertising, Alltel faced a daunting market, and one which was nearing maximum penetration, meaning that ov ...

Pannon GSM is a leading telecommunications operator in Hungary, serving in excess of three million customers, and with a 34% market share of the market. In January 2005, it launched its 3G mobile netw ...

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 ...

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 ...

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' ...

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 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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

The marketing objective was aimed at defending the leadership position of the brand as the most reliable of wireless providers in the US. Based on a single creative idea the agency claims that the br ...

The telecommunications market in New Zealand is fiercely competitive. Saatchi & Saatchi were faced with the task of dramatically raising the awareness and customer base of Telecom’s new youth brand “B ...

This silver-winning paper demonstrates how BT Cellnet’s £4m sponsorship of ‘Big Brother 2’ communicated key brand messages and made the brand more familiar and relevant to the key 16–24 audience. But ...

This case study describes the objectives of the campaign as 'to inspire people with a vision of what it means to be connected' and to successfully communicate with the 'virtually young'. The results ...

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 ...

1999 `Just Talk' campaign for Orange mobile phones. Specific objective to raise Orange's share of the pre-pay phone market from 11.2% to 19.5% (over 70%) in last quarter of 1999. Used TV, press, radio ...