Beyond the hype: managing expectations

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...