Network Provider Mobile Handset Strategies

Positioning strategies of the European network providers.

Business Challenge

Understand the handset positioning strategies of the major European operators and establish how European consumers feel and think about the main mobile operators.

Solution

6 focus groups followed by 600 on line interviews in the UK, France and Germany with mobile phone consumers who use advanced phone features.

Results

Established the phone strategies of the major network providers as well as identified consumer attitudes to phone types and network providers. The findings formed a basis for the design parameters for a next generation of mobile phones targeted at particular European Network Providers.

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