Fat Free Mobility (Koodo)

A little more than a decade after the wide-scale launch of mobile phones to consumers, the landscape was dominated by three major players and a large number of smaller ones.

Fat Free Mobility (Koodo)

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):

March 17,2008–July 2008

Start of Advertising/Communication Effort:

March 17,2008

Base Period for Comparison:

n/a (brand launch)

A little more than a decade after the wide-scale launch of mobile phones to consumers, the landscape was dominated by three major players and a large number of smaller ones. The appetite for wireless had grown substantially over the years, and carriers had responded by evolving their technological capabilities, along with the costs for ever-expanding features.

Given our unique proposition, Koodo Mobile saw the opportunity to make its mark. The focus by most...

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