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


GPRS and especially 3rd generation technology have for long been predicted as the developments that will offer the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands