This paper suggests how wireless providers can profit by serving traditionally under-served market segments in Latin America. It discusses how traditional strategies for targeting upmarket consumers may not be optimal for new entrants, given the competitive environment for such a small population segment in Latin America. It suggests an alternate strategy for serving the sub-prime segment (i.e. consumers in the lower socioeconomic classes) with low price, low margin, and yet high volume wireless service. Further, the theme has broad application to other technology sectors in the region as well. This paper is based on recent consumer qualitative research conducted in Brazil.
This paper presents a case study involving a leading pharmaceutical information company that uses internet-based research as a means of gathering primary data from physicians and other subjects. The company, MORPACE Pharma Group, is now moving toward linking its global network of physicians with wireless technology to increase the speed, accuracy, and comprehensiveness of research results. The following paper outlines the companys experiences as an early adopter of this technology, including its impact on company operations and on the cost and quality of research.
Best Western is the worlds largest hotel brand with over 4,000 affiliated hotels worldwide. Quality assurance is of prime importance in order to build and maintain brand equity. To be able to manage quality one must measure it. The paper describes how a method using wireless internet developed by QuestMan/NUI has been used for guest satisfaction research at ten hotels affiliated with Best Western Hotels in Sweden. The purpose of the study was to try out new technology and new methodology in a full-scale field test thus evaluating it for wider use within the Best Western organisation.