Mobile marketing at Telenor Pakistan – a MAD strategy?
Faculty / School
Faculty of Business Administration (FBA)
Department of Marketing
Was this content written or created while at IBA?
Emerald Emerging Markets Case Studies
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.
HJRS - Y Category, Scopus
Malik, Y. (2012). Mobile marketing at Telenor Pakistan – a MAD strategy?. Emerald Emerging Markets Case Studies, 2 (1), 1-14. Retrieved from https://ir.iba.edu.pk/faculty-research-articles/31