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Key reading

Mobile handsets

Why mobile loyalty is all about the OS

This article examines loyalty in mobile phones, looking at how handset, operating system and network each command different, yet overlapping, types of loyalty. It finds that most customers are open to switching handset brands, though this can be tempered by a good retail experience.
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T-Mobile transforms its brand – and revolutionises an industry

Why becoming the "Uncarrier" helped to transform T-Mobile's brand reputation in the US.

AT&T's marketing mix modelling

The carrier's ROI study on its TV campaigns, showing the benefits of marketing-mix modelling.

Unveiling the smartphone buyer's journey

This article offers a solution for understanding online shopper journeys across digital touchpoints.

Inspiring action at O2

How the telecoms company developed a system for improving customer experiences.


Latest case studies

Vodafone: Prepaid SIM cards for pupils

This case describes how Vodafone encouraged parents to buy their children a mobile phone in the Czech Republic.

Culture Hack: How BT unlocked a culture change formula to inspire children to build skills and careers in tech literacy

This case study shows how BT, the British telecommunications services company, used a mixed-methodology study to positively influence the culture around Generation Z's attitudes and behaviours regarding the use of technology.

O2: Don't tell anyone... Apple is launching another iPhone!

This case study describes how O2 used research to enhance its position as iPhone market leader today and after the next iPhone launch.

BT Sport for Business: BT Sport Pub Signs 

This case study demonstrates how BT Sport, the television channel, promoted its exclusive access in the UK to show UEFA Champions League football to grow subscriptions from independent pubs.

Latest articles

How O2 and Evian leverage their sports sponsorships

This event report looks at how two different brands, O2 and Evian, leveraged their sports sponsorships during 2015.

Swapping econometrics for test-and-learn: Vodafone’s new media strategy

This event report discusses how Vodafone, the telecoms provider, uses pharma-style controlled tests, rather than econometrics, to tweak its ad media usage during campaigns.

B2B content marketing: Vodafone conveys business expertise

This article explains how Vodafone, the telecommunications company, used a content marketing strategy in the UK to change its brand positioning with business customers.

How AT&T enhances marketing-mix modeling

This event report covers how AT&T, the telecoms group, has improved its approach to measurement through enhanced marketing-mix modelling.

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Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com