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

It is time to brand your productcreate a brand complete

It is time to brand your product! Create a brand complete with logo, color, jingle or whatever you feel will entice your target consumer to purchase your product. Write a two page paper (double spaced, 12 pt Times New Ro ...

Assignment individual reflection blueprint for professional

Assignment: Individual Reflection: Blueprint for Professional and Personal Growth: Your Future as a Manager, with Executive Summary of Class and Collaboration Skills As you begin this assignment, review the broad range o ...

Professor stantonresearch project and paperimagine that you

Professor Stanton Research Project and Paper Imagine that you work in the marketing department of Tim Hortons. Your company views Dunkin Donuts as your chief competition. Objective: Tim Hortons wants to better understand ...

Critical thinking assignment tipsfor this weeks critical

Critical Thinking Assignment Tips For this week's Critical Thinking Assignment, you are being asked to assess an organization's marketing management through evaluation of the business environment. You can choose a compan ...

Discussion questionthis week we talked a great deal about

Discussion Question This week we talked a great deal about advertising and the different types of ads that companies use including those featuring celebrity endorsements like this Diet Pepsi advertisement with Sofia Verg ...

Wo is an opinion leader how marketers attempt to use

Who is an opinion leader? How marketers attempt to use opinion leader to help sell the products.

What is the central idea of business process design use

What is the central idea of business process design? Use examples to support your answer. Explain the process implementation competitive strategies. Use examples as needed. Your response should be at least 400 words in l ...

You are to be hired as a marketing research consultant 8000

You are to be hired as a marketing research consultant ($8000 and five weeks of work with $2000 additional money for expenses) for one of the following businesses. Before you are hired, the business owner wants a "PROPOS ...

Role of the marketing functionheres the scenario to imagine

Role of the Marketing Function Here's the scenario to imagine: a new 5 week marketing manager internship has opened up at each of the organizations listed below. And based on your past accomplishments (and that awesome b ...

Marketing Marketing Essay               This is group project essay. I need to write last

Marketing Essay               This is group project essay. I need to write last two parts which are conclusion and limitations of project. I will give more information about project and also send the other parts. So your ...

  • 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

WalMart Identification of theory and critical discussion

Drawing on the prescribed text and/or relevant academic literature, produce a paper which discusses the nature of group

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