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MARKETING ENGINEERING FOR EXCEL



CASE



VERSION 2.0.2

Case

Positioning the ConneCtor 2001
By Gary L. Lilien and Katrin Starke
1. Before beginning any case, students should familiarize themselves with the model being used. Marketing Engineering for Excel comes with tutorials that demonstrate the capability of each model. The tutorial can be found under each model within the ME►XL menu after starting Excel. These tutorials are designed to work with our OfficeStar examples which are located in the My Marketing Engineering directory, usually installed in My Documents during software installation. The data required for this case is located in the My Marketing Engineering directory (usually located within My Documents): ConneCtor PDA 2001 Data (Positioning).xls

2.

Introduction
Netlink Inc. is about to introduce its newly developed handheld device, called the Connector, that marries wireless technology with PDA tools. Netlink Inc. is a joint venture of Conglomerate Inc., a major wireless carrier in the United States, and a domestic PC manufacturer. Conglomerate entered this venture not only to take a stake in a rapidly growing market, but also to attract new customers to its cellular services through Connector and similar products to be developed by Netlink. The Connector, model version 10L, would be Netlink's first major product introduction since the company was formed. While Netlink's management believes in Connector's potential, they are still unclear of how to best position and target their baby to ensure a successful launch.

Background
Wireless is in! But wireless technology is also still in its infancy state, and currently there is a lot of confusion in the marketplace about the wireless value proposition. Companies are simultaneously trying to determine and to affect the exact form of wireless technology the consumer wants. The race is on between telecommunication companies such as AT&T and Nokia, as well as PDA and computer manufacturers. Despite Netlink's view that Connector would be the first handheld device on the market that allows for truly wireless transfer of voice and data, PDAs with similar capabilities, like the Palm VII, are already available or in development. Palm VII was the first handheld to include an integrated wireless modem. Although many PDAs (including the Palm III and V series) let the user read Copyright © 2008 by DecisionPro, Inc. To order copies or request permission to reproduce materials, go to www.decisionpro.biz. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means – electronic, mechanical, photocopying, recording or otherwise – without the permission of DecisionPro, Inc.

offline e-mail on the road, after having downloaded these messages from the user's home or office PC, models like the Palm VII that come with wireless modems, allow the user to access mail or the Internet from just about anywhere. Since the Palm VII's introduction, other wireless handheld devices and peripherals have been entering the market (such as the RIM Blackberry and the OmniSky Minstrel modem for the Palm V). Currently, however, this type of wireless access is not without severe limitations: 1) wireless access is only available in certain service areas, 2) there are only limited wireless applications available so far (i.e., one cannot just go to any web page and expect to be able to view it, instead you are limited to certain bundled sites), 3) connection is often slow, 4) it does not come cheap due to the necessity of monthly service plans. Given these disadvantages, most PDA users seem to be hesitant to go wireless, as they rarely need to stay connected 24-7. Netlink hopes that with the introduction of its Connector wireless access will rise above mere geek appeal. The planned Connector 10L model will have the following features: • • • True wireless access, i.e., instant voice and data...
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