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Emerging Markets Case Studies Collection
ISSN: 2045-0621
Online from: 2011
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Mobile marketing at Telenor Pakistan – a MAD strategy?
| Title: | Mobile marketing at Telenor Pakistan – a MAD strategy? |
|---|---|
| Author(s): | Yasmin Malik (Visiting Faculty at the Institute of Business Administration (IBA), Karachi, Pakistan) |
| Citation: | Yasmin Malik, "Mobile marketing at Telenor Pakistan – a MAD strategy?", Emerald Emerging Markets Case Studies Collection, (2012) |
| Keywords: | Customer profiling, Mobile marketing, Opt-in, Pakistan |
| Article type: | Case study |
| DOI: | 10.1108/20450621211214478 (Permanent URL) |
| Publisher: | Emerald Group Publishing Limited |
| Acknowledgements: | This case study was prepared in collaboration with Telenor Pakistan on the operator's mobile marketing strategy as applicable to the Pakistan market.Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality. |
| Abstract: | Title – Mobile marketing at Telenor Pakistan – a MAD strategy? Subject area – Mobile marketing. Study level/applicability – MBA, marketing level consultants. Case overview – This is the first documented study on the development of a mobile marketing eco-system in Pakistan. The focus of the case is Telenor Pakistan – the first local operator to implement a comprehensive mobile marketing strategy via opt-in based consumer profiling. By positioning itself as a “media company” in the mobile marketing value chain, Telenor Pakistan aims to both enable and drive the mobile marketing eco-system at a time when operators are suffering from a decline in average revenue per user and are endeavouring to put into place strategies that will open up revenue streams based on services other than voice. Expected learning outcomes – To develop a comprehensive understanding of the drivers and restrainers that affect the mobile marketing eco-system in emerging markets; and to examine to what extent operator-driven mobile marketing can create synergies within the mobile marketing value chain. Supplementary materials – Teaching notes. |
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