Telecoms

Information and insights on the telecoms sector



Low Lai Chow, Event Reports, Mobile East Africa, February 2014
This event report addresses how Safaricom, the telecoms company, is helping transform the lives of customers and communities in Kenya. Perhaps its best-known innovation in this area is M-PESA, the micropayments service which has 18 million users, and has given consumers at the bottom of the pyramid access to vital financial services.

Low Lai Chow, Event Reports, eTail Asia, March 2014
This event report discusses how Lenovo and Meritus Hotels & Resorts used Facebook to reach consumers in Asia. On its part, Lenovo wanted to drive up smartphone sales in Indonesia, and allied with the social network to reach several discrete audiences, including feature phone users and customers of rival brands.

Michelle Kitchen and Natalie Godfrey, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how the Canadian Tourism Commission (CTC) crowdsourced video material in order to create a social film that invited people around the world to explore Canada. Domestic travel within Canada was on the decline.

Daniela Hofmann and Gordon Euchler, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Deutsche Telekom, the German telecommunications company, used a content driven storytelling campaign to promote its mobile internet products. The participatory campaign invited people to submit images and videos towards making a 'road movie' called 'Move On'.

Abhishek Bhattacharjee, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Telekom Malaysia, the communications company, created a crowd sourced online social TV channel to engage consumers during the 2012 Olympic Games. The company built on insight that suggested sports fans were engaged with sports in their everyday lives and wanted to be involved in telling stories.

Faith Salazar, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Nokia, the mobile phone manufacturer, used social media to increase the brand's equity in the Philippines. The company was no longer 'cool' as competitors dominated social conversations.

Ashwath Ganesan, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a content driven social media campaign by Vodafone, the telecommunications company, in India. A group of characters called 'ZooZoos' were created, with content built around them fitting in to two main themes: entertainment content, such as horoscopes, 'invention of the day', milestones and events; and expression based content, for holidays and festivals.

Minyung Shin, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Microsoft, the computer software company, launched the Windows 8 (Win8) operating system in South Korea, in an attempt to slow the migration of mobile users to other devices and operating systems. The primary objective for Microsoft was to engage Generation Z, an increasingly demanding target audience who were used to seeking access to the internet any time, anywhere and on any device.

Sarah Shearman, Event Reports, Mobile World Congress, February 2014
This event report discusses the major trends and learnings from the Mobile World Congress 2014, based on the views of four leading advertising executives. Among the main themes were the emergence of low-cost smartphones tailored for consumers in emerging markets; the rise of the "smart home" and connected cars; and the fact breakthrough innovation in the smartphone space has seemingly been replaced, for the moment at least, by forming partnerships seeking to make fuller use of these devices’ existing capabilities.

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