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TMCNet:  mobileYouth briefing - How to Win the Hearts & Minds of Mobile Handset Customers?

[December 03, 2012]

mobileYouth briefing - How to Win the Hearts & Minds of Mobile Handset Customers?

(M2 PressWIRE Via Acquire Media NewsEdge) Dublin - Research and Markets (http://www.researchandmarkets.com/research/gvgdt9/mobileyouth) has announced the addition of MobileYouth's new report "mobileYouth briefing - How to win the hearts & minds of mobile handset customers " to their offering.

With the launch of a new line of Nokia Lumia smartphones, CEO Steven Elop confidently announced that the Lumia's superior camera, GPS technology and design would win the hearts and minds of customers. What we have found is that winning the hearts and minds of customers has less to do with product features and more to do with emotional appeal of the brand. Clever advertising stunts like Samsung's attack on Apple Fanboys also fail to win the hearts and minds of customers.

This briefing explores the following key questions relevant to mobile handset customers: 1. What does it mean to win the hearts & minds of mobile handset customers 2. What role does recommendation play in winning the hearts and minds of customers 3. How can brands provide a positive experience to generate recommendation 4. How can brands measure the hearts & minds of its young customers Key Topics Covered: 1. Cover 2. Licensing and Copyrights 3. In this briefing 4. Executive summary 5. Global smartphone market share figures reveal Samsung as #1in the industry 6. Section1. What does it mean to win the hearts & minds of mobile handset customers 7. Global smartphone market share figures reveal Samsung as #1in the industry 8. Market shares are ineffective metrics to measure success in the mobile handset industry 9. Profit shares reveal Apple's dominance of the global smartphone market 10. Apple has the hearts & minds of customers because of its strong emotional appeal 11. Section 2. What role does recommendation play in winning the hearts and minds of customers 12. Brands cannot win the hearts & minds of customers using paid media tactics 13. Advertising does more damage than good to customer perception of the brand/product 14. Peer recommendation drives mobile handset purchase 15. Section 3. How can brands provide a positive experience to generate recommendation 16. Fans recommend brands to their peers 17. Good experience with the brand leads to recommendation from young Fans 18. Good experience with handset depends on device quality and customer service, not price and features 19. Mobile customers want simple benefits like longer battery life, not a more technical camera 20. Good experience with handset depends on device quality and customer service, not price and features 21. Section 4. How can brands measure the hearts & minds of its young customers 22. High NPS score correlates with customer intention to repurchase the same handset brand 23. Brands can identify their active Fans by age and gender 24. Net Promoter System helps brands measure and identify their active Fans 25. Build a Net Promoter System aligning corporate stakeholders to one common goal: Nurture Fans For more information visit http://www.researchandmarkets.com/research/gvgdt9/mobileyouth Source: MobileYouth CONTACT: Research and Markets, Laura Wood, Senior Manager.

press@researchandmarkets.com Fax from USA: 646-607-1907 Fax from rest of the world: +353-1-481-1716 Sector: Handsets and Mobile Devices (http://www.researchandmarkets.com/categories.asp cat_id=220&campaign_id=gvgdt9) ((M2 Communications disclaims all liability for information provided within M2 PressWIRE. Data supplied by named party/parties. Further information on M2 PressWIRE can be obtained at http://www.presswire.net on the world wide web. Inquiries to info@m2.com)).

(c) 2012 M2 COMMUNICATIONS

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