top-rated free essay

Customer Attitude Towards the Mobile Market

By AzadRahman Dec 25, 2012 11909 Words
This Marketing Plan is designed for “i-mobile”. This Plan includes Components of the Marketing Mix Strategies and their use and evaluation of those. How to develop it market? How this product will increase its sales? Select the promotional tools. In Bangladesh market of this product is at its developing stage. And here are few competitors. So we want to establish in the market by give best service. And try to understand consumer demand and fulfill this demand. Here we tried to find out the optimum communication mix for 1-mobile”. We tried to analyze the vision, mission and objective of the total corporation then we analyzed that of the SBU. After that we tried to find the Marketing objective, budget, strategy and tactics.

Over the last two to three years, the number of mobile subscribers in Bangladesh has been more than doubling on an annual basis. With the momentum that has been developed on the back of the government’s deregulation process, the growth is likely to continue. The entry of new operators into the market has certainly helped to further boost the competitive environment. This report describes how the mobile market is growing and the impact this is having on the developing nation, as well as providing an outline of the main players. The report also provides a brief overview of the country’s TV broadcasting sector.

Samart I-Mobile PCI. The Group’s principal activities are the distribution and provision of mobile phone content as a value added service. It also retails accessories and SIM cards in the form of retail trade through I-Mobile by SAMART Shop, wholesales and sells franchises of I-Mobile by SAMART Shop, and distributes computer and information equipment. The Group also manages the distribution channels and management for 1900 MHz mobile phone, manages and operates the 1900 MHz mobile phone customer service and billing system for Thai-Mobile Joint Venture. It is also the operator of a media business, engaging in and providing billboard advertisement services, providing content services, and provider of content. The Group is a producer and developer of contents under the brand name of BUG 1900, BUG 1113.

Chapter-I: General introduction

1. Background of the study:

i-mobile was founded in 2003 by Tony Drake and Harvey Janelli. Their combined proven track record in the IT and Telecom markets totals over 50 years of profitable service to satisfied clients and corporations alike. Both founders have extensive experience working abroad and have provided solutions to customers on a Global Basis. They have worked together successfully on many projects over the past 20 years. Both have previously owned their own consulting company.

Early-on the founders identified the use of wireless technology, including RFID, as a viable method to track physical assets.

i-mobile’s sole focus is the exploitation of wireless technology such as RFID, WiFi and GSMJGPRS coupled with our browser-based Web Services software solutions in support of the DoD, Public Safety and general RFID markets.

i-mobile First’s was the first company to introduce RFID into the Police Property Room in 2003 - Evidence SentinelTM. We were the first company to introduce Web Service based Hosted solutions to the DoD Supplier market in 2004 - Parts SentineP- D0DRFIDLabe15.comTM and We were the first to introduce RFID solutions on and in metal 2004 - Metal SentinelTM.

i-mobile is a customer driven company who responds to the needs of the marketplace. The company is organized in the European style of Directorships; with a flat management structure.

1.2). Objective of the study.

Objective of this report can broadly be defmed as to identify’ the customer attitude towards the mobile market in our country especially i-mobile.

More specifically the objective can be defmed as to identify the use of the Marketing Mix Strategies and evaluation of those. 1.3). Scope of the study:

1.Information systems and services provision

2.Information system planning, design, development and management 3.Research and development about information processing

4.Marketing advice and consulting related to computer and mobile communication device usage

5.Mail order or other intermediary services over mobile communication devices, computer and/or digital communication devices 6.Corporate intranet development and systems for online communities 7.Support and advice for corporate information processing services, applications, and contents 8.Staffmg

9.Others related to the above

1.4). Research method:

For time limitation secondary data has been used which was collected by imobile. The market analysis was conducted through five components.

Data Analysis:
Competitive analysis
Opportunity analysis
Target market analysis
Customer analysis
positioning analysis

Competitive analysis:

In data analysis the first job was to identify who are the competitors. In doing so we have found that Nokia, Motorola, sony ericssion is our competitive brand in the market and the other brands of Siemens are competing with this product. Opportunity analysis:

After analyzing the data we can see that the competitor is ignoring the IMC and going for selective personal selling to few doc. as a result of their limited resources. Which we can treat as an opportunity as we have many Cash Cow, to operate with enough resources. On the other hand as we have the leading brand in mobile company we will have the opportunity to establish this brand.

Target market analysis:

Though we have targeted the whole country but research shows that maximum people don’t know about this product yet.

Customer analysis:

In customer analysis we found that our customers are quite loyal to us and Competitor’s customers are not loyal. Our customers know about the product well but Competitor’s customers don’t have any knowledge about the product.

Positioning analysis:

Who knows about our product has a good position in their mind but nonusers don’t know the price level and perceive it as a high priced one. Chapter -2: Theoretical & Industrial profile.

2.1). Theoretical Background:

Marketing mix is the set of our controllable marketing tools that the firm uses to pursue its marketing objectives. For marketing of product the four element of marketing mix are product, price, place and promotion which are used in a specific combination to product the desired response to the target market.

Samart I-Mobile Public Company Limited is a Thailand-based communication and electronic equipment distributor. The Company is mainly engaged in the mobile business, the multimedia business and the international business. The mobile business is involved in the sales of mobile phones, accessories and security identity module (SIM) cards through its stores, i-mobile by SAMART, and franchises. It also operates on the mobile communication band 1900 MHz. The multimedia business is a provider of modern interactive multimedia content for both voice and no- voice through multi-device services. The international business is engaged ‘in the distribution of mobile phones and interactive multimedia services in overseas countries such as Malaysia and Cambodia. Samart I-Mobile markets its products under the name i-mobile. Headquartered in Nonthaburi Province, the Company has a number of subsidiaries.

Samart i-mobile (Malaysia) Sdn Bhd was formed in 2004 and our core business comprises the import and distribution of mobile phones, and multimedia content including interactive infotainment services through multi medium/devices to match various customer interests.

We aim to provide telecommunication services as a Solutions Provider by combining the latest technology to accommodate any challenges encountered by private enterprises. The uncertainty is how technology constantly change, but the certainty is the value of our service to our customers. We create value for our customers by selecting the most appropriate cutting edge technology.

In Samart we believe in achieving our goals by pushing the limits.

Nature of Business:

The business operation of the Company is divided into two lines of business as follows: Mobile Business:

Distributor of mobile phones and mobile phones bundled with content into a value added service called i-mobile Package. Infotainment & Multimedia:

• Provider of infotainment services through mobile phones. These services include downloading of ring tones, logos, news, sports. Provider of content through various media and producer of programs through radio, printed media and also billboards. • Organizer of events such as road shows special programs and provider of multimedia and interactive media services.

i-Mobile Technology Corporation is a VIA’s solution provider for embedded systems and Mobile devices.

i-Mobile is involved in high-tech researching and transferring advanced technologies into valuable commercial products to address the needs in every aspect of human intellectual activities...

2.2). Industrial back2round:

i-Mobile Technology Corporation is a VIA’s solution provider for embedded systems and Mobile devices . i-Mobile is involved in high-tech researching and transferring advanced technologies into valuable commercial products to address the needs in every aspect of human intellectual activities.

i-Mobile is principally function as the product development and research company. Our technology and technical expertise provide 0DM &OEM services for worldwide customers.

i-mobile International is the subsidiary of Samart i-mobile PLC. The company was establish in 2003 in order to run the international business and to deliver the 3 areas of expertise, innovative mobile phone distributor, great content provider, and retail business, of Samart i-mobile Plc. globally The business was initiated with cooperating with on of the big global telecommunication company, Telekom Malaysia, to expand the business all over continents. With the great success of mobile phone distributor business, currently, “i-mobile by Samart” is well known as the “international brand”, operating in 6 countries across Asia Pacific; i-mobile is Asia’s leader of multimedia mobile handsets, driving the growth and the sustainability of mobile distributor, content provider, and retail business. i-mobile links people simply with the multimedia society concept that matters to lifestyles with innovative and user-friendly products. i-mobile covers mobility business in Asia-Pacific market and also aims to expand the business to South Africa, Middle East and Europe market in 2008 with the strong marketing strategy and worldwide partnership netwQrk.

Malaysia was established in 2004, co- operating with Celcom, which is one of the subsidiaries of SIM’s business alliances Telekom Malaysia.

Indonesia was established in 2005, co -operating with XL (Exelcom indo).

Laos and Cambodia, our i-mobile phones are sold through Siam International, the biggest mobile phone distributor in Laos and Cambodia

Vietnam , selling through one of the biggest mobile phone distributor with the distribution channel all over Vietnam.

Bangladesh, operating with Maple International Co., Ltd., the biggest distributor in Bangladesh.

India will be the prospect countries for this year goal of i-Mobile International.

Access : JR Ashiya station 5mm, Hankyu Ashiyagawa station 1 0mm

Kansai office
Liberte Yamamura 2F
2-2 Matsunouchi-cho, Ashiya city, Hyogo
Tel 0797-34-4865

lchigaya Paros Bldg 3F
4-7-2 Kudanmmami, Chiyoda-ku Tokyo 102-0074 TEL 03-3221-9427 / F~ 03-3221-9185

Kansai office
Head Office
Liberte Yamamura 2F
2-2 Matsunouchi-cho, Ashiya city, Hyogo 659-0094
Tel 0797-34-4865

MAP Founded
May 19, 2000

234,859,000 yen

Main InvestorsTelewave, Inc.

CEO: David A. Liebreich
Director: Oliver.C.Chubb
Director: Maori Saito (CEO of Telewave)
Board ofDirector: Akitae Matsumoto (Director of
Director(Outside director): Howard Liebreich
Auditor: Michiaki Igarashi
Auditor: Mild Marshall


Major Phamaceutical company
Major petroleum company
Main ClientsMajor internet related company
Others (Work with leading companies in their
Japan Information Technology Services Industry Association (JISA),
The Tokyo Chamber of Commerce and Member of
Ubiquitous Learning Promoting association,
Japan Internet Medical Association (JIMA)

Japan Medical Information Center (JAMIC) e-Health Consortium

2.3). Corporate Focus:

Wireless Age Communications Inc. (WLSA:OTCBB), is a multi-dimensional participant in the Canadian Wireless Industry. The company’s mission statement “We help customers thrive in a world without wires” is achieved through four distinct business units, each with a disciplined approach to growth and profitability. Wireless Age Communications Ltd. (“WACL”) operates retail cellular and telecommunications outlets in cities in western Canada. It also provides a range of technical solutions to the Canadian markets primarily in the manufacturing and service provider segments of the communications industry. The Company, through its wholly owned subsidiary Wireless Source Distribution Ltd. (“Wireless Source”), is in the business of distributing two-way radio products, prepaid phone cards, wireless accessories and various battery and ancillary electronics to a Canada-wide dealer network.

Products and Services

The company has 2 Divisions:

1. The Wireless Age

The retail division, The Wireless Age, operates cellular/PCS stores in Manitoba and Saskatchewan which provide cell phones & service, accessories, wireless networking equipment, land mobile radios, PDAs, pre-paid phone cards, satellite phones, batteries & chargers to consumers, commercial and enterprise & government customers. Some locations also provide Digital TV service and landline phone service offered by the company’s two network operator partners, MTS Mobility and SaskTel Mobility. 2. Wireless Source

The Wholesale Division has two key customer groups: Cellular/PCS stores and Land Mobile Radio Dealers. The division operates two distribution centres -- in Regina and Toronto (Mississauga) — and has sales offices in all major centres across Canada. The Cellular business is operated under the trade name iMobile. Each of the two groups is served by a dedicated sales force, and the focus of this group is on building a quality dealer network. The products offered by the two are as follows: Land Mobile Radio:

Two-way radios including hand-held, mobile (in vehicle) and base stations and repeaters

Batteries & Chargers

Pre-paid phone cards
Wireless accessories
There are 3 primary types of mobile marketing activities.

• Push
• Pull
• Dialogue

Let’s look at each of these campaigns and what we need to consider to ensure that we don’t fall afoul of SPAM legislation or codes of practice.

A push campaign is simply one where as a business you push a message out to one or more consumers. There can be a variety of reasons when and why you’re sending them a message. And for each reason you’re sending them a message there are varying potential responses by the consumer based on the a.) timeliness of the message b.) relevance to the consumer at the time they receive the message and c.) the if expecting to receive the message. These go back to my 3 principle guideliness for avoiding the perception of SPAM. If it’s not SPAM, then it is:

• timely
• releveant
• requested

Some good examples of a Push include:

Appointment reminders as they near the appointment time Sport scores or Sever weather alerts Daily horoscopes or jokes delivered first thing in the morning Announcements of ticket availability as soon as tickets go on sale Each of these campaigns meet the basic requirements of timely, relevant and requested. In each case the information is sent when the content of the message is timely, the content is information that is relevant to the consumer and most importantly, a consumer has actively requested the information. Some not so good examples of Push include:

A random SMS message offering a pack of Smartees (and you’re a diabetic)

A speical alert for a clubbing event happening on Friday (and the message arrives Tuesday)

A message from Jim’s Auto Service offering 10% off an oil change (and you don’t know Jim)

These type of campaigns are largely expensive, ineffective and may actually be illegal in some cases depending on how the consumers opt-in permission was acheieved. But more than that - even if there is an opt-in permission a consumer may claim that the message constitutes SPAM if it interrupts their day with useless information. The best that would happen is that the consumer opts-out of your campaign. The worst is that the consumer calls up their operator and claims that they are being sent SPAM, resulting in you and your aggregator getting your hand slapped!

So that’s what it means to run a push campaign and some good guidelines for ensuring that your campaign is not considered to be SPAM. Next time - Pull campaigns.

Mobile phones are an ingrained part of our lives - leave it at home and you walk the streets feeling naked. But as the market has become saturated, we look at how companies in the Middle East are trying to win our custom.

Competition has been lacking in many countries in the region, but as it increases, Telco’s are offering new services and price plans. Equally, they are moving into new regions to help drive future revenues, creating more competition, but also leading towards the eventual consolidation that hits every saturated market. As companies try to win us over, they also push out new services, and we highlight the latest trends, and take a look at the littered path of those past hot applications that have failed to entice us Chapter-3: Elaborate the Competitors profile

These are the three main competitors of our brand:

3.1) Nokia:
Nokia GSM Phones

Company Description

Nokia manufactures mobile phones and mobile network equipment. They provide solutions and services for mobile telecommunications and network infrastructure.

The company is divided into four major segments: Mobile Phones, Multimedia, Networks and Ventures Organization.

The Mobile Phones division of Nokia manufactures develops wireless handsets are developed using GSM and various other mobile technologies. This segment also includes Vertu Ltd., which is a subsidiary of Nokia and also the first company in the world to manufacture exclusive luxury Nokia cell phones.

The Multimedia division manufactures multimedia devices and applications that are compatible with games, music, imaging, video and other media capabilities.The Multimedia division has gained prominence for its Internet services, music synchronization, optics and streaming video.

Nokia’s Networks segment offers network infrastructure, service delivery platforms and associated services. In this part of the company, the focuses is mainly on the GSM cell phones and GSM technology. For the public safety and security sector, the Networks offers broadband access for professional users.

They also produce a range of devices and mobile connectivity solutions that are based on end-to-end mobility architecture. By December 2005, Nokia had more than 150 cell phone network customers in more than 60 countries.


Nokia Corporation
Keilalahdentie 2-4
P0 Box 226
00045 Espoo
Contact Nokia: Product Support

Additional Info about Nokia

Nokia is world’s largest manufacturer of GSM mobile phones, with its sales of almost $44 billion. They are also the leading seller in almost every region in the world except the USA. Nokia is praised for its better technology and user-friendly GSM phones.

The company puts a lot of emphasis on design, ease of use and price as the most important considerations for their mobile phone users.

Nokia is facing tough competition from Samsung and Motorola in many parts of the world, but industry experts believe the company will be able to continue its hold over the mobile phones market.

Latest Popular Nokia GSM Phones

1. Nokia ES 1 Black GSM Phone
2. Nokia N82 Silver GSM Phone
3. Nokia N95-3 Black NAM GSM Phone
4. Nokia N8 1 8GB Cocoa Brown GSM Phone
5. Nokia N95 Silver Deep Plum GSM Phone
6. Nokia N95 8 GB Black GSM Phone
7. Nokia 6300b Silver GSM Phone
8. Nokia 5300 Black GSM Phone
9. Nokia 7500 Prism Black GSM Phone
10. Nokia 7900 Prism Black GSM Phone

The following statement was made by Jorma Ollila, Chairman and CEO of Nokia Corporation. The statement was taken from a press release of the company’s 2004 financial results.

This was a year of record-breaking mobile device volumes for our industry, which drove both the device and infrastructure markets forward. Global mobile subscriptions also rose sharply to 1.7 billion for 2004.

For Nokia, device volumes also reached new highs for the fourth quarter and full year largely backed by the ongoing boom in growth markets such as Latin America, Russia, India and China, and brisk sales of color screen and camera phones. Our North American phone volumes were, however, disappointing.

In the fourth quarter, Nokia’s record mobile device volumes, together with sequentially stable average selling prices and better-than-expected infrastructure sales and profitability, pushed our net sales and BPS ahead of guidance.

Nokia’s full-year 2004 mobile device market share was 32%, based on an estimated market volume of 643 million units. I am pleased with our steady quarter-on-quarter market share gains during the second half. Based on an estimated 194 million units for the market, we achieved a 34% share in the fourth quarter largely as a result of sequential market share gains in Asia-Pacific, China and Europe/Middle East/Africa.

During the fourth quarter, we started shipping the Nokia 6630, our latest 3G smartphone, and the initial response has been positive with more than 30 3G operators including it in their offering. In Western Europe, the Nokia 6230 was the top-selling phone in the industry for the fourth quarter - a first for a camera phone. Of the 36 devices we announced in 2004, the majority had cameras and nearly all had color screens. We also introduced additional designs with ten new clamshell models, in addition to flip-open messenger devices and the Nokia 9300 smartphone for enterprises. During 2004, we continued to be the clear market leader in the GSM megapixel market and in smart phones, which combines a handheld computer with a mobile phone.

Nokia’s infrastructure sales and profitability in the fourth quarter exceeded our expectations due to robust year-end spending by operators combined with our shortened delivery lead times. Profitability was also positively impacted by the successful resolution of a prior customer delivery issue as well as a product mix favoring high-margin products. In Asia-Pacific, we emerged as a clear leader in 3G WCDMA.

In our infrastructure business, 2004 was a pivotal year. We significantly expanded our presence in India and Russia, and entered new markets in the Middle East and Africa. In the second half, the pace of commercial 3G launches intensified in more developed markets, with the number of subscribers jumping to nearly 16 million by the end of 2004. By the end of the year, we were a supplier to 28 of the 63 commercially launched 3G networks.

The past year was demanding for Nokia. In response, we set five top priorities in the areas of customer relations, product offering, R&D efficiency, demand-supply management and the ability to offer end-to-end solutions. We are making good progress in these areas, and I believe we are now better Positioned to meet future challenges as a result.

Our fourth-quarter performance was clearly a reflection of the ability of the Nokia team to rapidly respond to faster-than-expected market growth. I thank everyone for putting our customers first and stretching to meet and exceed our targets.

Quality is at the heart of Nokia’s brand promise, very human technology.

We want our customers to know that Nokia is the best quality company in the industry. Nokia’s goal is to have the industry’s best products and services, most loyal customers and most efficient operational mode.

We believe that quality is about meeting and exceeding customer expectations. At Nokia, we view quality holistically and as an integral part of business management. The quality of products and customer experiences depends on the quality of processes, which in turn is tied to the quality of management.

Nokia key quality targets are:
For Nokia to be number one in customer and consumer loyalty
For Nokia to be number one in product leadership
For Nokia to be number one in operational excellence

The quality and reliability of our products and services are among the most important factors driving customer satisfaction and loyalty. Designing good quality products begins with understanding customer requirements and creating the best user experience. The whole chain, from suppliers through to R&D, operations, sales and distribution to customers, impacts the end-result —everybody in the chain has a role to play in achieving quality.

Nokia products and customer experiences are the results of our everyday processes. Process management means finding the simplest way of operating, in order to create customer value in a lean manner. Our process thinking covers everything we do, and processes are continuously improved based on the measures and the feedback we receive from our customers.

Quality in management is vital for leveraging innovations globally and improving productivity in general. Our approach to this is platform thinking, process management and combining fact-based management with values-based Leadership. We have developed a key framework for improvement at Nokia, which we call the ‘Self-Regulating Management System’. It’s about management practices that allow us to run our business in a consistent, effective and fact-based manner.

Commitment to quality improvement is a continuous management process. It is both a business strategy and a personal responsibility, and it is a part of our culture and values. But at the end of the day, quality improvement is much more than something we can quantify in words or pictures. It is an attitude — a mindset. By taking quality personally we are able to deliver world-class quality to our customers. It is our source of inspiration, energy and excitement.

Everyone has a need to communicate and share. Nokia helps people to fulfill this need and we help people feel close to what matters to them. We focus on providing consumers with very human technology — technology that is intuitive, a joy to use, and beautiful.

We are living in an era where connectivity is becoming truly ubiquitous. The communications industry continues to change and the internet is at the center of this transformation. Today, the internet is Nokia’s quest.

Nokia’s strategy relies on growing, transforming, and building the Nokia business to ensure its future success.

Marketing Strategy for Nokia

For this project I have been instructed to come up with a marketing strategy for an existing company/product I have chosen to do Nokia communications, particularly the mobile phone sector of Nokia’s business. To do this properly I will need to:

*Appropriately identify, collect and use primary and secondary data that is relevant to the marketing strategy of Nokia.

*Produce a clear analysis of the external influences affecting the development of a marketing strategy.

*Complete a realistic rationale for the development of a coherent marketing mix for Nokia communications. *Show a full understanding of a marketing strategy for Nokia with a clear understanding of marketing principles. *Produce a full, well-balanced marketing strategy that reflects appropriate use of marketing models and tools.

Introducing the product

Nokia is a communications based company, which focuses on mobile telephone technology. When mobile phones first became available on the market the models were very basic with the best technology being SMS messaging (sending written “text messages” from one phone to another). Then the next advance in technology was being able to put different faces on your phone (different style covers for the front and back of your mobile device) and after that the technological advances have come thick and fast, with advances such as:


*WAP (internet)

*Polyphonic ringtones

*Predictive SMS (where the phone will finish off a word for you if it can guess what you are typing)

*Camera phones and
*Video recorders

Marketing principles

There are many priorities within a business, but in a marketing orientated company like Nokia, many of the following principles will be high on the agenda:

1. Customer satisfaction: Market research must be used to fmd out whether customers’ expectations are being met by current products or services.

2. Customer perception: this is based on the images consumers have of the organization and its products, this can be based on; value for money, product quality, fashion and product reliability.

3. Customer needs and expectations: This is anticipating future trends and forecasting for future sales. This is vital to any organization if they wish to keep their entire current market share and develop more. 4. Generating income or profit: This principle clearly states that the need of the organization is to be profitable enough to generate income for growth and to satisfy stakeholders in the business. Although satisfying the customer is a big part of a companies plans they also need to take into account their own needs, such as:

5. Making satisfactory progress: Organizations need to make sure that their product is developing along with the market, if a product is developing well, then income should increase, if not then the marketing strategy should be revised.

6. Be aware of the environment: An organization should always know what is happening within their designated market, if it is changing, saturation, technological advances, slowing down or rapidly growing, being up to date on this is essential for companies to survive.

There are also certain external factors that a company should be very aware of, such as P.E.S.T factors (political, environmental, social and technological) and also S.W.O.T (strength, weakness, opportunity and threat). A business must take into account all these constraints when designing and introducing a marketing strategy.

Market research

A businesses success is based on whether they can give the customer what they want and when they want it. Market research involves the collection, collation and analysis of data relating to the consumption and marketing of relevant goods and services.

The purpose of market research is really to fmd out whether there is a gap in the market for your product or service or whether you can make customers want your product through persuasive adverting. We already know that there is a market for mobile phones but the current market gap has become saturated (or if not saturated, almost saturated) so Nokia need to fmd a new market segment to aim their products at. In order to classify the wants and needs of the consuming population, companies need to gather information on the following:

• Consumer behaviour- How do customers react to advertising? Whether they are partial to prize give-aways or free gifts? What are their reactions to new and developed products?

Buying patterns and sales trends- Organizations need to look at how buying trends and patterns are affected by class, gender, religion and region. They also need to understand how buying patterns change over time and what markets are expanding and are worth trying to enter and obviously which markets are contracting and companies shouldn’t aim to enter into.

Consumer preferences- What customers are looking for in a product, for example, style, colour, technology, amount of outlets, customer service and promotional styles.

Sony Ericsson is another competitor of i-mobile, these are as follows:

3.2) Sony Ericsson:

Corporate structure
Sony Ericsson Mobile Communications is a global provider of mobile multimedia devices, including feature-rich phones, accessories and PC cards. The products combine powerful technology with innovative applications for mobile imaging, music, communications and entertainment. The net result is that Sony Ericsson is an enticing brand that creates compelling business opportunities for mobile operators and desirable, fun products for end users.

Sony Ericsson Mobile Communications was established in 2001 by telecommunications leader Ericsson and consumer electronics powerhouse Sony Corporation. The company is owned equally by Ericsson and Sony and announced its first joint products in March 2002.

Sony Ericsson products have universal appeal and are different in the key areas of imaging, music, design and applications. The company has launched products that make best use of the major mobile communications technologies, such as the 2G and 3G platforms, while enhancing its offerings to entry level markets.

Industry accolades

As new products are introduced to end user acclaim, existing products continue to receive accolades and Sony Ericsson is today accepted as a world leader in design and innovation. The globally acclaimed T610 and later generations of the company’s product portfolio frequently win awards. The GSM Association voted the V800 as Best 3G Handset for 2004, a fully-featured phone made for Vodafone with the full range of mobile entertainment features and multi-directional camera, and the K750i received the TIPA Award 2005/2006 for ‘Best Mobile Imaging Device’, chosen by 31 leading European photography/imagining magazines and judged on quality, performance and value for money. In February 2007 the GSM Association presented Sony Ericsson with the ‘Best 3GSM Mobile Handset’ award for the K800 Cybershot phone.

Innovation in partnership

Sony Ericsson strives to be a cutting edge provider of applications, forging partnerships with developers and content providers. Strategic agreement with partners such as Sony BMG is one way in which the company is bringing the best and latest in entertainment content to its users. Sony Ericsson has also activated a global sponsorship deal with the Women’s Tennis Association Tour, which was renamed the Sony Ericsson WTA Tour in January 2005. The six-year title sponsorship is an unprecedented opportunity for Sony Ericsson to offer tennis fans new ways to experience the game through mobile technology, connectivity and content. In the mobile gaming market Sony Ericsson took the lead in 2004, being the first to launch Java 3D-enabled handsets, and is forging ahead to bring 3D gaming to a wider audience.

Corporate structure

Sony Ericsson undertakes product research, design and development, manufacturing, marketing, sales, distribution and customer services. Global management is based in London, and R&D is in Sweden, UK, France, Netherlands, India, Japan, China and the US. The management team is led by President Hideki Komiyama, a former senior executive of Sony Europe and one of the key players in the growth of Sony in Europe; and Executive Vice-President and Head of Sales Anders Runevad, the former President of Ericsson Brazil.

Welcome to Sony Ericsson Mobile Communications
Sony Ericsson, a 50:50 joint venture of Sony Corporation and Telefonaktiebolaget LM Ericsson, was established in October 2001.

Our mission is to establish Sony Ericsson as the most attractive and innovative global brand in the mobile handset industry.

Sony Ericsson’s press resources section contains recent press releases, the press release archive and the photo library with images of mobile phones and accessories

Sony Ericsson Mobile Communications AB serves the global communications market with innovative and feature-rich mobile phones, accessories, PC-cards and M2M solutions. Established as a joint venture by Ericsson and Sony in 200 1, with head quarters in London, the company employs 5,000 people worldwide, including R&D sites in Europe, Japan, China and America.


Victoria Manukian, Account Manager and Amr Diab, Account Executive PR@JWT
Tel: 9714 2215342

Any product features, specifications or statements in this document that are not historical facts are forward-looking and involve risks and uncertainties. Actual product features, specifications or forward-looking statements are subject to change.

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Saturday, September 24 - 2005 at ~09:09 UAE local time (GMT+4)

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Motorola is another competitor of i-mobile, these are as follows:

3.3) Motorola:

Motorola is known around the world as an innovator and leader in wireless and broadband communications. We are committed to helping you get and stay connected simply and seamlessly to the people, information and entertainment you want and need. We do this by designing and delivering “must have” products, “must do” experiences and powerful networks — with a lull complement of support services as well. A Fortune 100 company with global presence and impact, Motorola had sales of US$42.9 billion in 2006. Learn more about our three primary business units in the links below:

Enterprise Mobility Solutions: This group includes the mission-critical communications offered by our government and public safety sectors and our enterprise mobility business. We design, manufacture, sell, install and service analog and digital two-way radio as well as voice and data communications products and systems. We deliver mobile computing, advanced data capture, wireless infrastructure and RFID solutions not only to clients in the public sector, but also to retail, manufacturing, wholesale distribution, healthcare, travel and transportation customers worldwide. Through innovative technology, we help people integrate, optimize and manage their networks to seamlessly stay connected as they move about their daily lives. Home & Networks Mobility: Operators today are being asked by their subscribers to deliver bandwidth-intensive, experience-based services —regardless of the network architecture. Motorola is uniquely positioned to capitalize on this trend, providing integrated, end-to-end systems that seamlessly and reliably enable uninterrupted access to digital entertainment, information and communications services over a varies and manage their networks to seamlessly stay connected as they move about their daily lives.

Home & Networks Mobility: Operators today are being asked by their subscribers to deliver bandwidth-intensive, experience-based services —regardless of the network architecture. Motorola is uniquely positioned to capitalize on this trend, providing integrated, end-to-end systems that seamlessly and reliably enable uninterrupted access to digital entertainment, information and communications services over a variety of wired and wireless solutions. Motorola designs, manufactures, sells and services digital video system solutions and interactive set-top devices; voice and data modems for digital subscriber line and cable networks; and, broadband access systems (including cellular infrastructure systems) for cable and satellite television operators, wireline carriers and wireless service providers. With these solutions, Motorola empowers consumers by connecting their homes —easily keeping contacts, content and services within reach.

Mobile Devices: As a pioneer in wireless communications, Motorola has transformed the cell phone into an icon of personal technology — an integral part of daily communications, data management and mobile entertainment. Motorola not only designs, manufactures sells and services wireless handsets, but also licenses its vast portfolio of intellectual property. Our collection spans all cellular and wireless systems and includes integrated software applications as well as a large complement of Bluetooth®-enabled accessories. We offer customers innovative product designs that deliver “must have” experiences, such as mobile music and video — enabling seamless connectivity at work or at play.

Company Profile of Motorola

After years of being the world’s leading provider of wireless communications, semi-conductors and advanced electronic systems and services, things have began to slow down for Motorola, Inc. This company was once known for its cutting-edge technology and level of quality. Motorola is now working to revamp its image and catch up with the competition.

Motorola has not yet recovered despite restructuring efforts. The company attributes some of its problems to the weak U.S. economy and a slow down in telecommunications spending. Heavy cost-cutting has been done by the company. Since August 2000, 48,000 jobs-nearly a third of its workforce-have been eliminated. Over the next nine to fifteen months, four more semiconductor plants will be shut down. This will result in the loss of 2,500 jobs.

Motorola’s five-point strategic plan

In 1998, Motorola decided to reshape the company’s strategy. They decided to go back and seek to change everything at Motorola except their principles, characters, and ethics. This five-point strategic plan is as follows:

1.Revitalize the management team
2.Stabilize the balance sheet and improve fmancial flexibility 3.Reduce costs and manufacturing capacity
4.Produce new, innovative products and growing customer relationships 5.Evaluate and re-evaluate business plans in order to remain competitive in the

ever-changing business climate

How has Motorola been doing in following its strategic plan? They are making progress in all areas of their strategic plan. The company realizes they still have a lot of work to do.

1.They have placed new leaders in 70 of Motorola’s 100 most important assignments within the last 18 months. They also hired a new president and chief operating officer.

2.They generated more than $1.9 billion in positive operating cash flow in 2001 and reduced the ratio of net debt to net debt plus equity from 27 percent to 18 percent.

3.They reduced their employee population by one-third and closed five manufacturing facilities. In 2001, four additional facilities will be closed.

4.They enhanced their position in telematics by design a platform wireless chipset.

5. They launched a new China growth strategy.

Although, Motorola addressed the need to add new innovative products in their five-point strategic plan, they did not address the fact that they need to be more aggressive to get on the forefront of technology. They have become a follower rather than a leader. A recent example of this with the cellular phone industry. Rather than focusing on providing an easier-to-user handset as Nokia and Samsung did, Motorola decided to produce hip-looking phones in February 2002. They plan on catching up with the industry leader in July 2002, by releasing their easier-to-use handsets.

Motorola’s Code of Business Ethics

Motorola should keep their Code of Business Ethics that currently exists. Motorola’s reputation for ethical business practices has been important to them since the beginning. They were selected as one of the “100 Best Corporate Citizens” for 2001 by Business Ethics magazine because of their corporate social responsibility. The first written Code of Conduct was prepared in the 1970s. An updated Code of Business Conduct grew out of the Motorola Ethics Renewal Process that was initiated in 1996. Motorola employees from around the world participated in the revision. The Code of Business Conduct highlights Motorola’s important legal obligations, but it also includes their key beliefs-Uncompromising Integrity and Constant Respect for People.

Motorola offers an ongoing ethics program to its employees worldwide to teach them about its core values and to provide them with guidelines as to what is acceptable behavior in ethically sensitive issues. During the sessions, employees identify’ country-specific issues that may affect the company’s growth or values and discuss how to resolve them. This program relies on a book developed by the company entitled “Uncompromising Integrity.” It contains a presentation of 24 hypothetical case studies based on ethical issues that it and similar companies have experienced in multicultural situations. The company uses the fictionalized case studies to prompt dialogue about ethical behavior. Each case study is following by several discussion questions and commentaries by experts in the field of ethical analysis concerning the cases.

Motorola should maintain their high ethical standards and pull out of markets hat challenge their ethics. Market Expansion
Due to the current economic situation, Motorola should limit market expansion. Their focus should be on getting on the cutting edge of technology. To survive the intense competition, they must anticipate and lead the changes in technology.


To get on the cutting edge of technology, Motorola may need to invest in hiring new, innovative employees. They must invest in resources to explore new technology, also.

SWOT Analysis for Motorola, Inc.

Strengths Weaknesses

Good business ethics Not on the forefront of new technology

Opportunities Threats

New markets Intense competition

Rapidly changing technology
Motorola Inc 2006 company profile edition 2 : This new company profile is part of a major series of reports that will provide you with convenient and concise analysis on the world’s largest component and vehicle manufacturers. Each individual company is profiled in a consistent format, allowing you to quickly and easily make comparisons between companies.

Addressing all the key issues that confront the company, this profile analyses new product development and R&D, financial and market information, company structure and product range, as well as offering a summary of the company’s strategy and our view of its future prospects.

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I-Mobile Marketing:

In the rapidly growing mobile marketing channel, I-Mobile Marketing is unique. Many companies that claim to offer mobile marketing services are simply wireless messaging technology companies looking for a way to send more messages. Others are creative boutiques trying to force television advertising onto the small screen.

But I-Mobile is different. We are the perfect blend of advertising agency and wireless technology company. Our creative folks embrace technology for the new opportunities it affords. Our techs don’t mind being creative to make things work the way we envision them, even when it’s contrary to the norm.

Drawing on years of experience in both disciplines, 1MM is able to provide the best in “creativity” and “connectivity” to make one-to-one marketing in the mobile channel a business-building, revenue-generating opportunity for companies large and small.

Our number one concern is to help you grow your business, and there is no number two. We help you “mobilize” your business to help you reach your customers anytime, anywhere, and motivate them to action. Our goal is to build a strong, long-term relationship with you built on a foundation of trust. And the only way we can do that is to prove to you — everyday — that the campaigns and messages and programs we create are what’s right for you and what’s best for your business.

Led by Ron Maness, with 30 years of experience and executive-level relationships in the telecom industry, and Jim Ingolia, with 25 years of advertising and marketing experience, I-Mobile offers a wide range of mobile marketing services that will help you reach a mobile phone-carrying, discretionary income-spending demographic. I-Mobile’s marketing programs, including mobile marketing campaigns, loyalty programs, coupons, gift cards, ringback tones for business, location-based services and more, are powered by I-Mobile’s PATENT-PENDiNG applications.

The mobile channel is the hot, new, direct marketing and advertising medium. With our experience and relationships in both industries, we can help you realize the full potential of taking your marketing mobile.

“The old paradigm, a system of mass production, mass media, and mass marketing, is being replaced by a totally new paradigm, a one-to-one economic system. The 1:1 future will be characterized by customized production, individually addressable media, and 1:1 marketing.” i-mobile Marketing Programs:

Business Ring Backs - Instead of hearing a ringing sound when your customers call, the Business Ring Back service lets subscribers replace the ringing with business-building advertising messages. I-Mobile provides creative and production services to develop BRB messages for business customers, or subscribers can choose pre-recorded, industry-specific messages, or use our “Load-Your-Own” option that checks for format and file compliance. Messages can be set to play by day of week, time of day, or by caller. For more information,

Mobile Event Manager - Our comprehensive, mobile-event planning, creation, and management tool allows you to build custom and semi-custom text message campaigns that can be scheduled for immediate or future delivery, or delivered automatically based on a triggering event (purchase/reaching a point total/etc.). The MEM provides extensive target selection options, planning for 2-way text message campaigns, and extensive reporting tools.

Mobile Loyalty Program - It’s time to say goodbye to paper AND plastic loyalty and membership cards. I-Mobile’s ALL MOBILE loyalty program lets consumers register by phone, check balances by phone, check out using an mcard on their phone, and redeem rewards by phone. No printing, stocking, or distribution of cards (saves $$$). The 1MM MLP integrates completely and seamlessly with existing programs and platforms.

Mobile Gift Card Program - Like the Loyalty Program, there’s no longer a need to carry around all that plastic (which you forget half the time anyway!) The mcard works like a debit card, and purchases are verified by requesting a text message 4-digit PIN confirmation. No more lost cards and unhappy customers! And with recent legislation, it’s easy to remind holders of remaining balances through inexpensive text message alerts. The Manic of Technology:

The creative side of the business is really the fun stuff. We love a writing a persuasive text message for mobile phones in just 130 characters...and spaces and returns count!

The real magicians are the technicians.

Here’s why. The US market is a hodge-podge of carriers, handsets, platforms, networks, file formats, and specifications. If ever there was a melting pot, it’s the US wireless industry. Just a little bit of everything all mixed together. In college, we called this “Jungle Juice.” And the headaches are about the same!

Until recently, a text message on one carrier couldn’t even be sent to another carrier’s network! And some carriers are still keeping their doors closed to outside content.

But our techs know all about this stuff. They take messages and graphics and translate it and make it all work cross-carrier, cross-platform, cross-network, across the country. From one to many or many to one. They make CDMA and TDMA and GSM and MMS and SMS and Java and Brew and JPG and GIF and CSM all work together. It’s just a bunch of alphabet soup to us marketing folks.

The tech guys have also put together our Mobile Event Manager (MEM), the engine that powers the delivery of our mobile campaigns. They customize the MEM to each client’s specific needs and requirements, which provides an incredible level of customization for every mobile campaign. Delivery can be triggered automatically by a specific purchase or event, or it can be scheduled for delivery by date and time. And based on a wide variety of demographic selections for delivery — gender, age, locale, past purchasing behavior, and more — there may be literally millions of message targeting options.

So we’ll let the tech guys handle the tech stuff. We’ll stick to writing 130-character copy. Projected Sales of i-mobile in the concern of the Sales persons:

|Year |Salespersons |Average Sales per person in |Total sale of the month (Tk) |Total sale of the year | | | |one month (Tk) | |(Tk) | |2005 |70 |40,000 |2800000 |33600000 | |2006 |80 |60,000 |4800000 |57600000 | |2007 |120 |85000 |10200000 |122400000 |


Sales promotion consists of various promotional activities, includes trade shows, contests, samples, point-of-purchase displays, trade incentives and coupons.

I-mobile Company also offers different activities like that.

>Trade show: Last year from April 12-April 17, this factory organized a trade show. There they sold their products on 20% discount. >Contests: It offers contests for the selling of its products. >Incentives (for consumers): If any consumer buys more than 3-Hand set, then he gets 5% discount on that. >Incentives (for retailers): If retailer takes more than 4-hand set, he gets 7% discount on that. >Samples: In different occasions like “Pohela Baishakh”, “Bijoy Debosh”, and others this factory offers free samples to the people. >Coupons: They also offer incentives on coupons to the customers.

Human Resource Division:
The vision of Human Resource Division is “Ensure improved business performance and competitive advantage by attracting, developing and retaining people in a winning culture that builds organizational capabilities to meet strategic objectives.” The division is divided into four departments.

1. Recruitment & Selection
2. HR Operations
3. HR Development
4. Health Safety and Environment (HSE)
The department activities are briefly described below:

HR Operations
HR Policy and Research
Annual Performance Appraisal: Facilitate the process
Personnel Management Information System & Leave
Provide Insurance related support
Job descriptions, Personnel Record Keeping
Employee benefits
HR Routines: Employee confirmation, job separation, transfer, disciplinary actions, office circular, ID card mobile phone related activities, business card, support event management, attendance, mobile directory etc. •To ensure the employees believe they are equitably treated, motivated, fairly rewarded, and given the opportunity to contribute as well as develop personally will yield higher levels of productivity. •Playing a vital role in reducing stress & takes initiatives to increase employee interaction by providing cost effective facilities to the employees and arranging sports & cultural events.

1W Development

Conduct Training Need Assessment
Prepare Training Calendar for the Company
Revise and conduct New Employee Orientation programs
Organize and conduct In-house training programs
Organize tailored made programs, arrange training in the local and foreign institutions •Publish monthly HR Newsletter
Logistic support to company workshop/seminars
Maintain and update Training Database
Prepare reports, training agreement and record keeping of all training and employee development initiatives •Evaluate the effectiveness of orientation/training programs

Health, Safety and Environment (HSE)

Medical consultancy service
a Health, Hygiene & Safety Awareness and preventive Activities oFirst Aid and HSE Training: For Employees, support staffs, contractors and suppliers oIn House Training on Health and Safety: For employees, support staff and other stakeholders oVaccination

Health insurance plan for employees and their spouses
HSE Inspection, Follow-up and maintaining OSH system in i-mobile •Research activities on HSE
Fulfillment of Social Commitment

4.7) Or2anizational history’

I-mobile Phone has been established with the vision to grow as the leading provider of telecommunication services throughout Bangladesh with satisfied customers and enthusiastic employees. I-mobile phone was awarded a nationwide digital cellular license in November 2004-2005 by the government.

4.8) mission, vision

|Vision |
| |
| |
| |
| |

To be the leading system solutions provider in the world with fully integrated product and manufacture solution


i-Mobile Group Dedicates in Providing Customer a One Stop, High Quality, Cost Effective Total Product Solution

Product Life Cycle Mana2ement

1. Product Development

Design Concept

ID Design



PCB Outline

Project Team

Time Schedule

Mock-up Sample

Test Plan


Critical Part List

2.Product Validation

• FM


Safety Agencies



Shock and Vibration

Software/Hardware compatibilities

Acceptance Criteria

Golden Sample

3.Production Readiness

Production set-up


Production Capacities

Initial Capabilities

Testing and Inspection Criteria

PilotIMV Build

4.Mass Production

Production Ramp

Production Capacities

Production Capabilities

FPF yield tracking

Quality Reporting

Continuous Improvement

Sub-supplier Mgt

8D reporting

Employees: 500 Direct and 200 Indirect

Floor Space: 220000

Production Line: 5

Invested Capital: 5 Million USD

Bum In Stations (2400pcs, 4 hrs for PC)

Bum In Station for Notebook (2500 pieces, 12 hrs)

Monthly Capacity:

oNotebook PC—Max. 120,000 Units

20M sub-assembly conveyor lines X4

30M sub-assembly conveyor lines X2

30M system-assembly freeflow lines (Ti testing procedure included) X4

47M system-packing freeflow lines (T2 testing procedure included) X4

Run-In equipments & Fixtures

Quality Assurance Practice

Quality Concept: Six-sigma (6-s)

Major practices:

oTotal Process Control
oTotal Quality Management
oStatistical Process Control
oProcess Action Team
oQuality Tracking System

Quality Policy:

oQuality first, Customer Satisfaction, and Continuous Improvement

Quality Responsibilities:

Set up inspection criteria and verify inspection gauges

Corporate Mission

i-mobile systems has a compelling passion to provide our clients with enthusiastic, energetic, and unprecedented levels of service and unrelenting support 24/7. We deliver on our commitment to provide cost-effective and appropriate solutions to help you meet your most complex or everyday technology challenges. Corporate Backgrounder

i-mobile was founded in 2003 by Tony Drake and Harvey Janelli. Their combined proven track record in the IT and Telecom markets totals over 50 years of profitable service to satisfied clients and corporations alike. Both founders have extensive experience working abroad and have provided solutions to customers on a Global Basis. They have worked together successfully on many projects over the past 20 years. Both have previously owned their own consulting company.

Early-on the founders identified the use of wireless technology, including RFJD, as a viable method to track physical assets.

imobile’s sole focus is the exploitation of wireless technology such as RFID, WiFi and GSM/GPRS coupled with our browser-based Web Services software solutions in support of the DoD, Public Safety and general RFID markets.

imobile First’s was the first company to introduce RFID into the Police Property Room in 2003 - EvidenceSentinelTM. We were the first company to introduce Web Service based Hosted solutions to the DoD Supplier market in 2004 - PartsSentineP~ DoDRFIDLabels.comTM and DoDUIDLabels.comTM. We were the first to introduce RFID solutions on and in metal 2004 -MetalSentinelTM.

imobile is a customer driven company who responds to the needs of the marketplace. The company is organized in the European style of Directorships; with a flat management structure.


Mobile phones are spreading rapidly throughout the country. Today, more than one in three telephones in Dhaka and Chittagong are mobiles. I-mobile Phone’s network is divided into six zones according to the divisional borders: Dhaka Zone, Chittagong Zone, Khulna Zone, Syihet Zone, Barisal Zone and Rajshahi Zone. Currently i-mobile is operating in all six zones. 1.What Kinds of benefits i-mobile product offers?

b.Music instinct.
c.Touch screen.
d.Blue tooth’s.
e.Allof them.
2.How the customer perception regarding i-mobile prices? a.High
3.Why people like the i-mobile phone?
b.Lower price
c.Better performance
d.Extra facilities e. Availability
4.Which places this type of products are available? a.Urban area
b.Rural area
c.Industrial area
d.Commercial area
e.Sea port area
5.Does the price vary in terms of location? a.Yes
d.None of them

6.Which brand you mostly prefer?

7.Does i-mobile consider any promotional activities?
j.None of them
e. Optional

8.Which kinds of promotional activities you prefer?
b.Personal selling
c.Public relation
d.Sales promotion
e.Direct marketing
f.Combination of them

9.How the purchasing decision comes form the customers regarding i-mobile? a.Influence by friend
b.Influence by advertising
c.Product facilities
d. Personal
e. Others

10.How much verities i-mobile offer in terms of model?
e.Very large
f. Very few
g. few
h. Small
i. Hague

11.What types of tools are maintained i-mobile for taking & measuring customer satisfaction? j.Complaint & suggestion.
k.Customer satisfaction surveys.
1.Ghost shopping
m.Lost customer analysis
n.All of them

12.I-mobile give better service to the customers.
a.Strongly agree
b.Strongly disagree
d. Agree
e. Disagree

13.What are the basic expectations of customers from i-mobile?

a.With mp3 & mp4
b.With video
c.With GPRS
d.With TV connection
e.With Touch screen
f.Colour monitor

14.Which model you choice regarding i-mobile?

i. i-mobile-61 1
j. i-mobile-601
k. i-mobile-606
1. i-mobile-802
m. i-mobile-602
f.All of them

Gender o MaleAge:

o Female20-30

Professiono BusinessIncome: (per month)
o Service Holders0 20000-30000
o Studento 30000-40000
o Otherso 40000-50000
0 50000-Above
Table no-1.

Survey Question,
Question-i. What Kinds of benefits i-mobile product offers?

| |Commparison Communication. |Frequency |% (percentage) | | | |100 |100% | | |Music instinct. |70 |70% | | |Touch screen |50 |50% | | |Blue tooth’s |60 |60% | | |All of them |45 |45% |


Every one knows about the use of i- mobile as a communication tools but the other features are not known to all.

Table no-2.

Survey Question,
Question-2. How the customer perception regarding i-mobile prices?

|Comparison |Frequency |% (percentage) | |High |60 |60% | |Medium |18 |18% | |Low |10 |10% | |Others |12 |12% | |TOTAL |100 |100% |

Most of the customer thinks that the price of i-mobile is high. It means that people are not getting the information about the features of i-mobile.

Table no-3.

Survey Question
Question-3. Why people like the i-mobile phone?

|Comparison |Frequenéy |% (percentage) | |Outlook |50 |50% | |Lower price |2 |2% | |Better performance |20 |20% | |Extra facilities |60 |60% | |Availability |10 |10% |

The people who likes i-mobile and buy it they buy it mostly for its extra facilities and outlooh.

Table no-4.

Survey Question

Question-4. Which places this type of products are available?

|Comparison |Frequency |% (percentage) | |Urban area |60 |60% | |Rural area |0 |0% | |Industrial area |15 |15% | |Commercial area |20 |20% | |Sea port area |5 |5% |

|INTERPRETATION: | |Urban aria shows the top and the most frequency that means i-mobile | |is not available everywhere. |

Table no-5.

Survey Question,
Question-5. Does the price vary in terms of location?

|Comparison |Frequency |% (percentage) | |Yes |60 |60% | |No |30 |30% | |Optional |3 |3% | |None of them |7 |7% |

The frequency says that people has no idea about the price of this product.

Table no-6.

Survey Question
Question-6. Which brand you mostly prefer?

|Comparison |Frequency - |% (percentage) | |Nokia |52 |52% | |Motorola |23 |23% | |Sam-sung |7 |7% | |Sony-Ericsson |10 |10% | |I-mobile |2 |2% | |Others |6 |6% |

The graph shows people are brand conscious and nokia is the market leader and is clearly ahead.

Table no-7.

Survey Question,
Question-7. Does i-mobile consider any promotional activities?

|Comparison |Frequency |% (percentage) | |Yes |32 |32% | |No |49 |49% | |Depends |8 |8% | |None of them |2 |2% | |Optional |9 |9% |

Though i-mobile does promotional activities people are saying no that means the promotional activities are eather insufficient or are not placed in proper chanal.

Table no-8.
Survey Question
Question-8. Which kinds of promotional activities you prefer?

|Comparison |Frequency |% (percentage) | |Advertising |41 |41% | |Personal selling |12 |12% | |Public relation |2 |2% | |Sales promotion |5 |5% | |Direct marketing |10 |10% | |Combination of them |30 |30% |

People are prefering advertising ,the most.

Table no-9.

Survey Question,

Question-9. How the purchasing decision come from the customers regarding i-mobile?

|Comparison |Frequency |% (percentage) | |Influence by friend |10 |10% | |Influence by advertising |25 |25% | |Product facilities |45 |45% | |Personal |8 |8% | |Others |12 |12% |

Most customer purchase i-mobile by watching the features of it.

Table no-l0.

Survey Question,
Question-lO. How much verifies i-mobile otter in terms of model?

|Comparison |Frequency |% (percentage) | |Very large |12 |12% | |Very few |32 |32% | |few |20 |20% | |Small |25 |25% | |Hague |11 |11% |


Most people don’t know about the varities of i-mobiles.

Table no-12.

Survey Question,
Question-12. I-mobile give better service to the customers.

|Comparison |Frequency |% (percentage) | |Strongly agree |40 |40% | |Strongly disagree |7 |U U U ONeutral | |Neutral |22 |22% | |Disagree |13 |13% | |Agree |18 |18% |

These was a question to the usears mosr of them says i-mobile gives better service.

Table no.13.

Survey Question,
Question-13. What are the basic expectations of customers from i-mobile?

|Comparison |Frequency |% (percentage) | |Withmp3&mp4 |18 |18% | |With video |10 |10% | |With GPRS |34 |34% | |With TV connection |5 |5% | |With Touch screen |12 |12% | |Colour monitor |14 |14% | |Others |7 |7% |

People are confused about their expectation.

Table no-14.
Survey Question,
Question-14. Which model you choice regarding i-mobile? __ ____________________
|Comparison |Frequency |% (percentage) | |i-mobile-510 |30 |30% | |i-mobile-200 |18 |18% | |i-mobile-306 |10 |10% | |i-mobile-61 1 |5 |5% | |i-mobile-601 |11 |11% | |i-mobile-606 |11 |11% | |i-mobile-802 |5 |5% | |i-mobile-602 |7 |7% | |All of them |3 |3% |

Within these models only i-mobile-5 10 has a greater amount of customer choose then others. On the other hand the other models has almost equal amount of customer choose.

Question-I. What Kinds of benefits i-mobile product offers?


Every one knows about the use of i- mobile as a communication tools but the other features are not known to all.

Question-2. How the customer perception regarding i-mobile prices? INTERPRETATION:
Most of the customer thinks that the price of i-mobile is high. It means that people are not getting the information about the features of i-mobile.

Question-3. Why people like the i-mobile phone?
The people who likes i-mobile and buy it they buy it mostly for its extra facilities and outlooh. Question-4. Which places this type of products are available?

Urban aria shows the top and the most frequency that means i-mobile is not available everywhore. Question-5. Does the price vary in terms of location?

The frequency says that people has no idea about the price of this product.
Question-6. Which brand you mostly prefer?
The graph shows people are brand concious and nokia is the market leader and is clearly ahead.
Question-7. . Does i-mobile consider any promotional activities?

Though i-mobile does promotional activities people are saying no that means the promotional activities are eather insufficient or are not placed in proper chanal.

Question-8. Which kinds of promotional activities you prefer? INTERPRETATION:
People are prefering advertising ,the most.

Question-9. How the purchasing decision come from the customers regarding i-mobile?
Most customer purchase i-mobile by watching the features of it.

Question-l0. How much verities i-mobile offer in terms of model? INTERPRETATION:
Most people don’t know about the varities of i-mobiles.

Question-1l.. What types of tools are maintained i-mobile for taking & measuring customer satisfaction?
Again people don’t know about the tools

Question-12. I-mobile give better service to the customers.
These was a question to the usears mosr of them says i-mobile gives better service.

Question-13. What are the basic expectations of customers from imobile? INTERPRETATION: Peope are confuced about their expectation.

Question-14. Which model you choice regarding i-mobile?
Within these models only i-mobile-510 has a greater amount of customer chiose then others. On the other hand the other models has almost equal amount of customer chiose. SUMMARY

People don’t have awareness about i-mobile. Most of them even have no idea about the brand. People don’t know the features or price level of i-mobile. It is also not available in every place. So we can say that it is in the starting level. Here the market is big but our market share is little. As this market is in the growth stage it has a good potential if we can handle the target market properly it is possible that we can make a good profit. RECOMMENDATIONS

i-mobile is comparatively a late comer in the growing mobile industry of Bangladesh. As it is a new corner its features are not to all and it is also an unknown brand. On the other hand we have competitors like Nokia, Motorola and some other world famous brands so we have to put our steps very carefully. Here are some recommendations for i-mobile that may help —

1.First we have to build the brand awareness. For this we can take promotional activities like advertisement but it may not increase the sale. 2.As mobile of these type requires involvement of both money and choice, we have to aware the customer about our products’ features. 3.We can demonstrate our products in the colleges and universities. 4.We can sponsor those things that our target market is fond of. 5.We can participate in the trade shows.

6.While doing our promotional programs we have to look reach, frequency and impact of that also.


By watching the scenario we can find that the positions of all our products are respectively poor then most other competitor. So what we can do is either to penetrate the existing market (according to Havard business review) or to revise the segment strategy by carefully considering the target market.

If we decide to take penetration strategy we have to emphasize on —giving high quality product with low price and providing more peripheral services and taking more promotional programs. These need a very strong capital base. If i-mobile can arrange such enormous amount of capital so that it can compete on the ground of price then emphasize on these may work. The peripheral services and promotional activities will increase client in long run. But there is problem in price competition if we decrease our price the competitor also may do so. In my opinion it will be tough to improve the condition by penetration strategy

Rather in my opinion what we can do is to take Segmentation strategy and re shape our target market and serve them more efficiently then our competitor. In this case we may also go for something like Niche marketing.(where segment can be divided into sub segments). Here we can consider the young generation college and university going people. These people have the demand of high-tech mobile in low price and they are not served properly by other marketer.

But selecting the target market is not the optimum solution rather serving the segment by determining the needs and wants of the target market and delivering the desired satisfactions more effectively and efficiently than competitors do.

To serve this type of Niche more effectively and efficiently we have to do our positioning and promotional strategies more customer oriented. Here we have to position our product as a technically supreme one in the mind of our customer. Then we have to know the buying pattern of our customer and set our promotional activities accordingly. These are my opinions, I think if i-mobile follow these it may gain more profit and be able to reach its objectives. Wishing prosperity to i-mobile and thanking everybody I am concluding my report.


Time Limit — In such short time I could not collect enough data to analyze properly. In future if I get such opportunity I will try to use the time properly and collect ass much data as possible.

Financial Limitation — Financial Limitation was also a cause for which I couldn’t collect enough data.

Advanced analyzing tools could not be used for the lack of data and high price of such software. BIBLIOGRAPHY


Integrated Advertising, Promotion, and Marketing Communications

Kenneth E. Clow
Donald Baack
Second Edition
Page —30, 31, 61, 73, 103, 126,127, 128, 129, 133, 139 etc

Marketing Management

Philip Kotler
Prentice Hall
11th Edition
Page - 566, 582 etc

Principles of Marketing

Kotler & Armstrong
Prentice Hall
9th Edition

Telecommunication Sources

Mizanur Rahman
8th &lition

Web site

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