Issue

A communications company wanted to explore whether the market would accept alternative ways to pay for wireless service. The goal was to develop a new payment paradigm that would differentiate the client and provide wireless users with more payment options.

Process

We conducted a three-phased online survey, reaching out to approximately 5,000 wireless users, and it employed seven distinct discrete choice models to understand consumer preference across various market segments.

Result

Market Strategies' research helped the client understand handset and service pricing models that were subsequently refined into unique products. In addition, Market Strategies suggested loyalty programs, credit structures, contract details and product subsidies, and identified key differences between individual and family plan users that resulted in highly actionable outcomes. Ultimately, the research produced a major new product that the client continues to promote heavily in its marketing efforts.

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