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Key reading

Mobile handsets

Why mobile loyalty is all about the OS

This article examines loyalty in mobile phones, looking at how handset, operating system and network each command different, yet overlapping, types of loyalty. It finds that most customers are open to switching handset brands, though this can be tempered by a good retail experience.
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T-Mobile transforms its brand – and revolutionises an industry

Why becoming the "Uncarrier" helped to transform T-Mobile's brand reputation in the US.

AT&T's marketing mix modelling

The carrier's ROI study on its TV campaigns, showing the benefits of marketing-mix modelling.

Unveiling the smartphone buyer's journey

This article offers a solution for understanding online shopper journeys across digital touchpoints.

Inspiring action at O2

How the telecoms company developed a system for improving customer experiences.

Latest case studies

Virgin Media: A phone that we can't name has 12 flavour settings and can walk your dog

This case study shows how Virgin Media, a mobile operator in the UK, created #phonerumour to talk about a new iPhone launch before anyone else did and amplify the Virgin name.

Royal Mail: A letter about mail fraudsters printed on the envelope for anyone to see

This case study explains how Royal Mail, the national postal provider in the UK, increased awareness of its mail redirection service and achieved an ROI of 434%.

OVO Energy: A top-up app for prepaid energy meters

This case study details how OVO Energy, an energy supply company, built awareness and incorporated door drops into its multichannel recruitment campaign to drive incremental PAYG (prepayment) customers in the United Kingdom.

Koodo Mobile: Choose Happy

This case study details how Koodo Mobile, a mobile network operator brand, changed its business trajectory through the Choose Happy campaign in Canada.

Latest articles

British Gas: Simply HomeCare

This article details how British Gas, the energy provider, developed a bespoke testing tool based around a realistic simulation of the online sales journey.

AT&T builds its digital marketing muscle with OTT

This event report outlines how AT&T, the communications group, is developing its use of digital as a marketing tool.

Australia Post: How a 200 year old brand transformed its customer experience for the digital age

This article details how Australia Post, a 200 year old brand, transformed its customer experience to embrace digital solutions and build a more customer-centric organisation following a poor financial result in 2014.

How O2 and Evian leverage their sports sponsorships

This event report looks at how two different brands, O2 and Evian, leveraged their sports sponsorships during 2015.

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