Mobile marketing at Telenor Pakistan – a MAD strategy?

Author Affiliation

Yasmin Malik is Visiting Faculty at Institute of Business Administration (IBA), Karachi

Faculty / School

Faculty of Business Administration (FBA)

Department

Department of Marketing

Was this content written or created while at IBA?

Yes

Document Type

Article

Source Publication

Emerald Emerging Markets Case Studies

ISSN

2045-0621

Disciplines

Accounting | Business | Business Administration, Management, and Operations | Econometrics | Economics | Finance | Social and Behavioral Sciences

Abstract

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.

Indexing Information

HJRS - Y Category, Scopus

Publication Status

Published

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