Chandigarh Escorts Service š8868886958š Justš² Call Nihal Chandigarh Call Girl...
Ā
T Mobile Inspirational Consumer
1. CaseĀ study
TĀMobile
How does mobile technology get
integrated into the life projects of T
T-
Mobile's "inspirational consumers"
3.3.2010 www.idealisti.eu 1
2. TĀMobile'sĀ "inspirationalĀ consumers"
There are changesĀ overĀ timeĀ andĀ
Challenge especiallyĀ duringĀ theĀ
consumers and TheyĀ canĀ inspireĀ aĀ companyĀ toĀ "transformative"Ā periodsĀ ofĀ
then there are bringĀ betterĀ innovationĀ toĀ theĀ theirĀ lives,Ā andĀ howĀ theyĀ useĀ
y
market,Ā toĀ serveĀ theirĀ
k h i specificĀ servicesĀ likeĀ mobileĀ
Consumers. All customersĀ better,Ā toĀ haveĀ moreĀ webĀ browsing,Ā roamingĀ andĀ
of them are meaningfulĀ conversationsĀ andĀ others.
sources of relationshipsĀ withĀ allĀ theirĀ
stakeholders.Ā TāMobileĀ decidedĀ
stakeholders T Mobile decided Solution
revenue for a toĀ zeroĀ downĀ onĀ justĀ thisĀ kindĀ WeĀ devisedĀ aĀ richĀ ethnographicĀ
company but the ofĀ customersĀ andĀ toĀ findĀ outĀ studyĀ involvingĀ threeĀ distinctĀ
latter can do moreĀ aboutĀ theĀ wayĀ theyĀ consumerĀ groupsĀ (oneĀ groupĀ
"consume"Ā technology,Ā whatĀ
consume technology what perĀ eachĀ competitiveĀ brandĀ inĀ
per each competitive brand in
much much exactlyĀ setsĀ themĀ apartĀ fromĀ theĀ CzechĀ market),Ā eachĀ groupĀ
more. theĀ "regular"Ā customersĀ inĀ beingĀ aĀ "community"Ā beforeĀ weĀ
termsĀ ofĀ theirĀ levelĀ ofĀ recruitedĀ them.Ā TheĀ reasonĀ forĀ
engagementĀ withĀ theĀ brand,Ā
g g , thisĀ wasĀ theĀ needĀ toĀ obtainĀ
this was the need to obtain
howĀ theirĀ mobileĀ realālifeĀ narrativesĀ fromĀ theĀ
communicationĀ behavior researchĀ ratherĀ than
ContinuedĀ Ā onĀ theĀ nextĀ pageĀ >
16.4.2008 www.idealisti.eu 2
3. TĀMobile'sĀ "inspirationalĀ consumers"
āTĀMobileĀ wasĀ laboratoryālikeĀ "verbatims"Ā Methodologically,Ā theĀ studyĀ wasĀ
whichĀ standardĀ qualitativeĀ aĀ patchworkĀ ofĀ differentĀ
ableĀ toĀ marketingĀ researchĀ yieldsĀ withĀ approaches:Ā fromĀ inādepthĀ
"interrogate"Ā
g heterogeneousĀ groupsĀ inĀ focusā
g g p interviewing,Ā throughĀ autoā
g g
theĀ storiesĀ groupĀ discussions.Ā WeĀ spentĀ ethnographyĀ andĀ photoā
roughlyĀ threeĀ monthsĀ withĀ eachĀ ethnography,Ā toĀ creativeĀ
prettyĀ muchĀ ofĀ theĀ groupĀ observing,Ā workshopsĀ andĀ personalĀ
likeĀ ifĀ itĀ wasĀ documenting,Ā andĀ discussingĀ diaries
talkingĀ toĀ theĀ theirĀ livesĀ withĀ mobileĀ
technology.Ā TheĀ "lebenswelt
physicalĀ peopleĀ narratives"Ā whichĀ emergedĀ
The Result
themselves.ā fromĀ theĀ studyĀ wereĀ theĀ basisĀ TheĀ benefitsĀ ofĀ theĀ studyĀ wereĀ
forĀ furtherĀ dataĀ miningĀ andĀ
for further data mining and manifold:Ā someĀ ofĀ themĀ
manifold: some of them
interpretation.Ā InĀ theĀ endĀ ofĀ theĀ predictable,Ā someĀ unexpected.Ā
day,Ā TāMobileĀ wasĀ ableĀ toĀ FirstĀ andĀ foremost,Ā theĀ notionĀ
"interrogate"Ā theĀ storiesĀ prettyĀ ofĀ "inspirationalĀ consumer"Ā hasĀ
muchĀ likeĀ ifĀ itĀ wasĀ talkingĀ toĀ theĀ
much like if it was talking to the beenĀ confirmed,Ā albeitĀ inĀ aĀ
,
physicalĀ peopleĀ themselves. quiteĀ differentĀ outlineĀ thatĀ theĀ
originalĀ conceptĀ suggested.Ā
ContinuedĀ Ā onĀ theĀ nextĀ pageĀ >
16.4.2008 www.idealisti.eu 3