Abstract:
In the competitive mobile telecom market combining price reductions with increasing revenues is of high importance. KPN Mobile and SKIM Analytical have conducted several studies in order to identify key drivers of choice, also taking into account the importance of brand image. This paper describes how the key drivers can be identified and how brand re-positioning, in conjunction with targeted pricing strategies, enabled KPN to turn a declining trend and to capitalise on its dual branding strategy.
Research Papers
Satisfaction matters
Catalogue: ESOMAR Telecommunications Marketing Conference 2004
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Research Papers
Price information
Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Author: Halvor Sannaes
 
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Accomplishing CRM goals
Catalogue: ESOMAR Customer Relationship Management Conference 2002
Authors: Nagia El Emary, Sagar Tamang, Piyush Mathur
Companies: Nielsen, Vodafone Group
March 17, 2002
