Taiwan Mobile Marketing Market Opportunity Assessment


Client

A First-Tier Mobile Operator in Taiwan

Project Type

Consulting Project

The Challenge

Our client is the first-tier mobile operator in Taiwan that offers mobile marketing services on a wide range of marketing solutions to establish a competitive brand positioning. They need to determine the potential client industries with respective service adoption timeframe and budget planning, and to comprehend the potentiality of mobile marketing service as well as to identify favorable applications and solutions of their target customers.

The Solution

A new service introduction not only opens new doors to operation revenue but also requires tremendous efforts to educate the market and build up service awareness and confidence. When addressing a new service, few respondents will have sufficient knowledge to reliably answer questions about it. Our solution is a two-tier qualitative approach to fully understand the perceptions of mobile marketing service channel (adverting agency) and potential clients (consumer goods advertiser) in question.

The Result

After interviewing with eight pre-selected client industries and first-tier advertising agencies, industrial-specific marketing strategies were drawn up for client to put into action. The research is a proven vehicle for identifying market opportunities early in the cycle and has resulted in changes to clients' strategy and marketing activities.

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