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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

EDF: Electric Saga

This case study shows how EDF, a French energy company, diversified its business away from just providing electricity - and became instead a well-known supplier of innovative services.

Deutsche Telekom: Wi-Fi Dogs

This case study describes how Deutsche Telekom, a German telecoms company, changed customer behaviour and increased sales with the help of a humorous 'mockumentary'.

Optus: ROI Facebook

This case study describes how Optus, a challenger telecom company in Australia, used social media to deliver a personal service and increase sales.

United States Postal Service: This is our season

This case study details the US Postal Service's campaign to make the country consider it a reliable shopping partner for the 2014 holiday season, by becoming more reliable, not just talking about it.

Latest articles

Australia Post: How a 200 year old brand transformed its customer experience for the digital age

This article details how Australia Post, a 200 year old brand, transformed its customer experience to embrace digital solutions and build a more customer-centric organisation following a poor financial result in 2014.

Verizon CMO, Diego Scotti, on evolving to meet a new breed of customer

This article charts Verizon CMO, Diego Scotti's time at the wireless telco giant, which saw a bright new period of reinvention for the company.

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.

Want to find out more? Contact us

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