Apple Telecom Manual do Utilizador descarregar pdf (Página 12)

10 | Study

Project example 2 – Focusing regional sales efforts

Challenge: A telecom operator's sales team wanted to focus its regional

efforts. As the operator had not analyzed its regional market potential in

depth, it randomly scattered its marketing spend across all sales regions.

Solution: We helped the client develop a regional approach to tap the full

potential of its points of sale (POS). We matched zip-code level data on POS

performance with information on local mobile data usage and penetration.

We then classified zip codes into different categories (see Figure 3). Obvi-

ously, POS sales in a low-penetration area can be more easily pushed than

in a high-penetration area. This approach enabled the client to forecast the

effectiveness of local sales pushes and adjust marketing spend accordingly.

1.3 Standards are defined by others. Apple, Google and eBay leverage

their customer know-how much better

"When we were an agrarian nation, all cars were trucks, because that's

what you needed on the farm. But as vehicles started to be used in urban

centers, cars got more popular. Innovations like automatic transmission

and power steering and things that you didn't care about in a truck as

much started to become paramount in cars."

Steve Jobs, Apple Inc. Chief Executive Officer, from The Wall Street Journal

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Apple Telecom Manual do Utilizador Página 12