White Paper Excerpt -

“During the early days of wireless phones, the telecommunications industry found itself in the midst of a recession (1990-1991). One question dominating the minds of executives in the industry was whether the use of telephone devices (wireless phones, land line phones, fax machines) was discretionary or mandatory. The concern was if consumers viewed the use of mobile phones as discretionary then it was likely to be something they would discontinue or curtail use of in a recession. If consumers viewed usage as mandatory or essential for business, then the expected growth curves would continue and the industry could expect continued growth. For those companies who survived the early 1990’s in the wireless industry, they found their customers did not view their phone usage as discretionary. As a result, the manner in which customers were managed became extremely important. Several of the customer management techniques were “shot gunned” or in other words non-specific and scattered in many directions. Many strategies relied on the then duopoly environment, counting on the fact that the lost customers would be replaced by those of the competitor and vice versa. What was missing was a technology which would help target and analyze specific customer behavior. In light of the current economic environment, it is helpful to review some of those early approaches and, when appropriate, juxtaposition the use of some of the technologies which are now available.”

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