O2: Don't tell anyone... Apple is launching another iPhone!

This case study describes how O2 used research to enhance its position as iPhone market leader today and after the next iPhone launch.

O2: Don't tell anyone... Apple is launching another iPhone!

ABA Market Research and O2

Summary

The eagerly anticipated iPhone launch will see one of the most fiercely fought retail battles, with £1bn worth of phone contracts up for grabs. The window for winning is short and intense, exacerbated by the fact retailers are kept as much in th