Beyond the hype: managing expectations

Jurgen Warnecke and Annica Towliat

This article describes how marketing intelligence allows Sony Ericsson to make a more valid assessment of the capitalised value of new products and services enabled by 2.5 and 3rd generation technology.

beyond the hype

Managing expectations

Annica TowliatSony Ericsson Mobile Communications AB andJrgen R. WarneckeSKIM Analytical

Introduction

GPRS and especially 3rd generation technology have for long been predicted as the developments that will offer the telecom industry vast new opportunities. Therefore, most of the operators as well as the manufacturers of mobile devices and mobile networks have invested heavily in R&D, mergers, acquisitions and in UMTS licenses in order to secure a leading position in the next generation mobile communication promised land. Most of these investments were made, or initiated, at the end of the last decade...

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