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Research Paper

As mobile phone usage worldwide continues to grow, so too does consumer engagement with diverse applications and features designed to expedite day--‐to--‐day operations.

Article

This paper provides an overview of the global telecommunications services industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

This paper provides an overview of the telephony industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies.

Article

This paper provides an overview of the telephone services and accessories industry, primarily in the United States.

Article

This paper provides an overview of the mass merchandising industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies.

Article

This paper provides an overview of the distance learning industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies.

Article

This paper provides an overview of the wireless communications and wireless application protocol (WAP) industry, primarily in the United States.

Case Study

"The challenge: Activate AT&T's college football partnerships, drive consumer engagement and create target-relevant exclusive content that could be delivered across three screens: wireless, broadband and TV.

Article

The third annual Top Ten Breakaway Brands valuation study: Quantitative consumer perception data, as measured by Young & Rubicam Brands’ BrandAsset Valuator, identifies the 10 brands in the U.S.

Case Study

With merely 5% market share, 3% share of voice, and key competitors spending huge amounts on advertising, Alltel faced a daunting market, and one which was nearing maximum penetration, meaning that overall growth was slowing.

Article

The in-game environment has become an area of increasing interest to advertisers, with the computer game market estimated to be worth $805 million by 2012, a total rising to $2 billion when taken to include advergames, portal display ads and sponsored games.

Article

Rob van den Dam, European Telecommunications Leader for the IBM Institute for Business Value, argues that the traditional TV advertising model (centrally scheduled programmes delivering real-time advertising to a large, undifferentiated passive audience) is becoming unsustainable, and that the solution lies in internet protocol television (iPTV) and advertising on mobile devices.

News

NEW YORK: Traditional media are coming under increasing pressure from their "unmeasured" counterparts as US marketers reduce the advertising dollars they spend on television and in print.

Case Study

In launching its GoPhone prepaid cell price plan, Cingular was seeking to enter a new market and catch up with competitors such as Tracfone and Virgin which already held strong positions in the pay-as-you-go market.

Case Study

The ring tone industry is laden with price-value discrepancies, quality concerns and consumers who show a general distrust for the companies involved.

News

SAN ANTONIO, Texas: The chief marketing officer of Cingular Wireless Marc LeFar has resigned from the firm's new parent company, telco giant AT&T .

News

NEW YORK: Mediaedge:cia has elevated Lee Doyle to the post of ceo and Rino Scanzoni to chairman of its North American operations.

News

SAN ANTONIO, Texas: US telco AT&T has launched an advertising campaign to let consumers know it is ditching the Cingular Wireless brand and marketing the largest US carrier as "Wireless from AT&T".

News

SAN ANTONIO, Texas: US telco AT&T says advertising will be one of its revenue cornerstones following its recently completed acquisition of smaller rival BellSouth .

Article

This 2007 paper examines attitudes to sprituality in the USA. The pursuit of spiritual fulfillment is a key consumer need: according to the Yankelovich MONITOR® 2006 survey, six in 10 (59%) adults 16 and older say they feel the need to satisfy the spiritual hunger that is inside them.

Case Study

As the telecommunication industry spent $5.8 billion on consumer advertising in 2003, top competitors formulated brand identities that would gain them footholds in the industry.

Case Study

Cellco Partnership, which operated under the name Verizon Wireless, was the largest mobile-phone service provider in America during 2002.

Case Study

During 2002 competition between wireless-telecommunication providers grew so fierce that the top four were spending $1.5 billion on media outlays, a leap above the $435 million spent in 1999.

Case Study

The telecommunications industry underwent such fierce competition during 2003 that many analysts were comparing its advertising climate to the "cola wars" of the previous decade.

Article

Robert Thurner, commercial director at mobile agency Incentivised, describes the formats included under the mobile banner and their current practicality as communication channels.