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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

Virgin Mobile and SCA putting the voice back in to conversation on R U OK? day

This case study describes how Virgin Mobile, a mobile telephone company in Australia, partnered with a charity to raise awareness of mental health and improve its brand sentiment as well as increase call length.

Xperia: The Xperia Aquatech Store – the world's first underwater store

This case study describes how Xperia, a mobile phone brand in UAE, created the world's first underwater store to launch its waterproof phone.

Vodafone: Between us

This case study describes how Vodafone, the only foreign mobile phone provider in the Turkish market, created a secret alarm app to protect women in the face of domestic violence, which saved lives and strengthened the brand's position as innovative and reliable.

AOL leverages emotional and visual engagement to innovate the way brand impact is measured and delivered

This case study describes how AOL, a multinational mass media organisation in the USA, used Sticky's new technology to uncover deeper insights into how people react to their websites.

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.

Mobile technology: motivations and point of purchase

This article addresses the question of how mobile technology retailers in Latam can offer a unique experience, tailored to people's needs and motivations, at the point of sale.

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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