MBA, marketing level consultants.
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.
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