The beginning - the impact of 3G on consumer loyalty

Bruce Bogle, Theano Anastasopoulou and David Walker

With major expenditure on 3G licenses by various network suppliers and massive R&D costs incurred by hand-set manufacturers, it is vital for key market players to optimise 3G strategy.

the beginning?

The impact of 3G on consumer loyalty, churn and spend at launch

David Walker Theano Anastasopoulou andBruce BogleResearch International

Introduction

In February 2000, the telecoms sector was an extraordinary European success story and regional champion. Now, 2 years later, it may be seen to represent one of the largest ever leaps of faith in the history of capitalism. If we build it, will they come? This is the question confronting mobile telecoms operators, equipment makers, and content providers as they race to build and populate the world of nextgeneration mobile services or '3G'...

WARC subscribers can sign in to keep reading

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