CASE STUDY
NetCom Cellular
Brief: to devise a marketing strategy to address unmet demand in the Black Communities
BWCS managed extensive market surveys and focus groups among the Black Communities.
This revealed that the typical black middle class consumer:
- Spends up to four hours a day commuting to work by minibus
- Cannot afford a computer and does not have a fixed line phone
- Believes current charges are unfair because prepaid customers (who had least money) had to pay the highest per minute charges
BWCS designed a unique service offering for NextCom, in cooperation with
NextCom's billing system and infrastructure partners:
- A single tariff, with same per minute charges for prepaid & postpaid customers
- A range of VAS packages highly targeted to each customer segment
- Free email address and business cards, backed up with unified messaging
|
|
|
