Koodo Mobile Reshapes the Category
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | March 17, 2008-March 16, 2009 |
Start of Advertising/Communication Effort: | March 17, 2008 |
Base Period for Comparison: | N/A (brand launch) |
a) Synopsis of the Case
A little more than a decade after the wide-scale launch of mobile phones to the consumer market, the landscape had come to be dominated by three major players and a large number of smaller ones. The appetite for wireless has grown substantially over the years, and carriers responded by escalating their offerings, both in technology and in what consumers had to pay for these...