May 2009
Revue Fran�aise du Marketing;mai2009, Issue 222, p33
Academic Journal
After the skyrocketing growth of the mobile services market till 2001, maintaining contact with customers became much more difficult. Too complex, too technology-oriented, difficult to understand, mobile services' offers increasingly discouraged potential customers and created among suppliers the fear of stagnation or a drop in the average revenue per user, a major risk in an already saturated market. It became essential for mobile services providers to understand the reasons which created this situation and, above all, to find the means to solve these problems. This paper will define and detail the key success factors in launching innovative mobile service offers (whether an evolution of existing offers or brand new services). Through the study of specific cases, the paper illustrate the various solutions for improvement and the best practices that mobile services suppliers use on the marketing, organizational or at the strategic level. Finally, we have tried to identify the various strategic directions followed by the leaders in the French mobile services market and to assess how their decisions fit in the model we designed.


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