Mobile Marketing Imperatives

Transitioning to a customer-centric approach

Josie Sephton and Dale Vile, December 2008

The mobile service provider market is increasingly characterised by high levels of competition, with providers dealing with the dual challenge of reducing churn and moving customers up the value chain. Against this background, is the traditional product-centric approach to marketing still adequate, or is it time to put the relationship and dialogue with the subscriber at the centre of our thinking and activity?

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