Ask Question, Ask an Expert

+1-415-315-9853

info@mywordsolution.com

Ask Marketing Management Expert

Case study-One Touch Camera Phones

The popularity of the camera phone has been boosted by more people owning mobile phones (cell phones), and people finding new uses for the mobile phone camera images. These vary from sending pictures of broken plumbing fixtures to plumbers to taking pictures of car number plates after hit and run accidents.

Latest figures from analysts have predicted 80 million mobile camera phones will have been sold globally by the end of the year 2007. In a four-month period in Japan alone, 90% of mobiles sold had inbuilt  camera technology, said mobile phone company The One Touch Corporation. Global camera phone sales only reached 18 million in 2002 mainly because Multimedia Messaging Services (MMS), allowing pictures to be sent from one phone to another, were only introduced towards the end of that year.

As more people buy picturephones new uses are being identified, according to Texty, a website which monitors mobile phone trends. In a review of top uses for camera phones this year, Texty has found exs ranging across business and personal uses for the new technology. New trends like "digital shoplifting" have become an increasingly tricky problem in Japan, where pictures from fashion magazines have been photographed and sent to friends who then copy the designs.

At music concerts many users send photographs as well as sound recordings to friends instantaneously. Property agents have used picturephones to send potential buyers photographs of houses, flats, etc, and emergency services have made use of camera phones to send images of injured people to hospitals before their arrival.

Hairdressers have even been letting customers download shots of possible hairdos to show their friends before being restyled.

There has also been a substantial growth in "mobile blogs", or moblogs, which feature photographs of events as they happen. There have been more serious sides to camera phone use though, which have  touched on sensitive privacy issues.

Around the world, gyms, cinemas and offices have banned the use of camera phones after complaints about invasion of  privacy. Despite this, some analysts predict that by 2010, almost half of mobiles sold worldwide will include a camera.

"With image quality and picture snapping features improving with the launch of each model, it is clear we have yet to discover the full extent of how private individuals and businesses will find ways to use them," said a spokesperson for Texty.

You have recently been appointed as a marketing executive for the One Touch Mobile Camera Phone Division, reporting directly to the Marketing Director.

problem 1: In order to be successful in the mobile phone market the One Touch Corporation believes that it needs to be marketing oriented.

a) describe three advantages of a marketing orientation to companies.

b) List four marketing activities which can contribute to successful marketing orientation of “One Touch Corporation”.

problem 2: Effective segmentation of the market is important if mobile camera phones are going to be successful.

a) describe three bases for segmenting the consumer market for mobile camera phones.

b) describe the benefits of market segmentation, using exs that might be suitable for the mobile camera phone market.

problem 3: Your Managing Director has asked you to prepare a presentation for the staff of the marketing department who have no  experience of marketing research.

Produce brief notes for the presentation that answers the following problems:

a) Define the term ‘marketing research’.

b) Distinguish between 'primary research' and 'secondary research'.

c) Outline and describe three main methods of data collection which can be used in primary research for the mobile camera phone market.

Marketing Management, Management Studies

  • Category:- Marketing Management
  • Reference No.:- M95985

Have any Question? 


Related Questions in Marketing Management

Read and study concept four allocating capital of best

Read and study 'Concept Four: Allocating Capital' of Best Practice Financial Management. After reading Concept Four, write a 2-4 page paper discussing the issues and outcomes of Alpha Health Systems.

1understanding consumer shopping behaviorthe article

1.Understanding Consumer Shopping Behavior The article discusses the decision process of what makes retail customers prefer one product over another. It also argues that because of the increase in technology such as soci ...

1 do you agree with hubspot that the rules of marketing

1. Do you agree with HubSpot that the 'rules of marketing' have changed? If so, how?4 reasons minimun. Is inbound marketing the answer? Why or why not? 4 statements to back this up. 2. Is HubSpot finding and serving the ...

We often say that hardware is the physical interface to a

We often say that hardware is the physical interface to a technology system while software is the intellectual interface. How is your hardware your physical interface to your computer? How is your software your intellect ...

Discussionmiddot assess the importance of

Discussion · Assess the importance of evaluating newly developed health care products in order to determine whether the products should carry existing brand names or whether they should be assigned new brand names. Sugge ...

Write in 500 - 550 wordschoosing a successor -

Write in 500 - 550 words. Choosing a Successor - Objectives Recognize and describe the complex criteria often used to select a candidate to be the next leader. Evaluate and select the correct candidate for a leadership p ...

What are the internet access options in your area write a

WHAT ARE THE INTERNET ACCESS OPTIONS IN YOUR AREA? Write a report on what sort of Internet connections are available close to you. How many ISPs offer telephone modem access? Is DSL available to you? Is it available to a ...

Write your marketing plan on starbucksthis is where all the

Write Your Marketing Plan on Starbucks This is where all the previous week's items are rolled up together and smoot out for it to flow properly for a solid Marketing Plan This is your last assignment. This week you will ...

Select a topic of interest that focuses on one specific

Select a topic of interest that focuses on one specific problem in sales management, apply it to a real-world situation, and develop creative ideas or solutions that shed light on the practice and its applications. For i ...

Assignment course reflectionmarketing is a dynamic and

Assignment: Course Reflection Marketing is a dynamic and exciting science. This course was designed to give you an opportunity to experience an overview of the many disciplines/ areas of this science. For our final discu ...

  • 4,153,160 Questions Asked
  • 13,132 Experts
  • 2,558,936 Questions Answered

Ask Experts for help!!

Looking for Assignment Help?

Start excelling in your Courses, Get help with Assignment

Write us your full requirement for evaluation and you will receive response within 20 minutes turnaround time.

Ask Now Help with Problems, Get a Best Answer

Section onea in an atwood machine suppose two objects of

SECTION ONE (a) In an Atwood Machine, suppose two objects of unequal mass are hung vertically over a frictionless

Part 1you work in hr for a company that operates a factory

Part 1: You work in HR for a company that operates a factory manufacturing fiberglass. There are several hundred empl

Details on advanced accounting paperthis paper is intended

DETAILS ON ADVANCED ACCOUNTING PAPER This paper is intended for students to apply the theoretical knowledge around ac

Create a provider database and related reports and queries

Create a provider database and related reports and queries to capture contact information for potential PC component pro

Describe what you learned about the impact of economic

Describe what you learned about the impact of economic, social, and demographic trends affecting the US labor environmen