Factors Influencing the Market Diffusion and Marketing Strategy of WCDMA Service 


Vol. 30,  No. 8, pp. 569-580, Aug.  2005


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  Abstract

In case of one of the next generation mobile telecommunication; WCDMA service, the relevant market growth is delayed by market uncertainty, lack of effective demands, rapid evolution of technology, non-existence of business strategy, lack of distinction with competitive services and killer applications. In this study we intended to analyze the influence factors of market diffusion and marketing strategy of WCDMA. For doing so, we obtained both promotion and hindrance factors for diffusing the market of WCDMA through expert survey. Also we acquired such categories as factor for adoption, willingness to pay, killer application, preferred terminal and promising customer, which becomes the reason influencing on the decision of WCDMA service marketing strategy. On the basis of such results, this paper suggests the direction of deployment for marketing focusing on the strategies as customer, price, service, terminal provision, and positioning of WCDMA.

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  Cite this article

[IEEE Style]

M. Kim, J. Park, C. Nam, "Factors Influencing the Market Diffusion and Marketing Strategy of WCDMA Service," The Journal of Korean Institute of Communications and Information Sciences, vol. 30, no. 8, pp. 569-580, 2005. DOI: .

[ACM Style]

Moon-Koo Kim, Jong-Hyun Park, and Changi Nam. 2005. Factors Influencing the Market Diffusion and Marketing Strategy of WCDMA Service. The Journal of Korean Institute of Communications and Information Sciences, 30, 8, (2005), 569-580. DOI: .

[KICS Style]

Moon-Koo Kim, Jong-Hyun Park, Changi Nam, "Factors Influencing the Market Diffusion and Marketing Strategy of WCDMA Service," The Journal of Korean Institute of Communications and Information Sciences, vol. 30, no. 8, pp. 569-580, 8. 2005.

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pISSN : 1226 - 4717
eISSN : 2287 - 3880