Abstract/Description
In early 2010, Telenor Pakistan became the first local mobile network operator to implement a comprehensive mobile marketing strategy in a market where the true potential for mobile marketing was still nascent and misunderstood by both consumers and brands alike. This case study is the first documented study on how Operator-driven mobile marketing via opt-in based consumer profiling can enable and drive the development of a mobile marketing eco-system in Pakistan - in addition the case study also examines the positioning of the Operator in the mobile marketing value chain.
Keywords
Location
G&TAuditorium
Session Theme
Session 4: Strategic Marketing
Session Type
Event
Start Date
6-5-2012 10:30 AM
End Date
6-5-2012 10:45 AM
Recommended Citation
Malik, Y. (2012). Mobile marketing at Telenor: a mad strategy?. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2012/day2/18
Mobile marketing at Telenor: a mad strategy?
G&TAuditorium
In early 2010, Telenor Pakistan became the first local mobile network operator to implement a comprehensive mobile marketing strategy in a market where the true potential for mobile marketing was still nascent and misunderstood by both consumers and brands alike. This case study is the first documented study on how Operator-driven mobile marketing via opt-in based consumer profiling can enable and drive the development of a mobile marketing eco-system in Pakistan - in addition the case study also examines the positioning of the Operator in the mobile marketing value chain.
