Pushing the right buttons

Date of publication: October 8, 2006

Catalogue: Telecom 2006

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.

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