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Proximity Research Report

You Scratch My Back I'll Scratch Yours

New Adverstising Techniques Will give At&t the Lead in Mobile Market

By Kevin Loada Spring 2010

Executive Summary Introduction: Increase in Mobile Usage Verizon's Partnerships Advertising Techniques iPhone Effect Recommendations: Attachment 1 References
 * __Table of Contents__**


 * Executive Summary**

The mobile market is considered by most to be the fastest growing market in today's economy. With an abundence of participants one business stands atop the market; Verizon due to it's advertisement techniques. Apple's iPhone (which is in sole custody of At&t) is the most popular and most demanded phone on the market today. It is so popular that other companies make phones and compare their phone to the iPhone (ex: Verizon Driod). To increase their share within the mobile market and At&t could improve its advertising techniques by creating partnerships, expand its app advertising techniques, and using the iPhone effect to its full advantage.

With the advancements in technology the people of Gen-Y are becoming ever more mobile. No longer are mobile phones just used for the simple task of voice communicating. You don't have to now sit at a computer to explore the web, you now have access to the world wide web and all its wonders at the palm of your hands. It is now also possible to stream live video and music, use GPS, and play games with one small device. Kids now as young as eight now have access to mobile devices, thats a big comparision to a few years ago when the average kid got thier first cell phone at age 13.
 * Introduction: Increase in Mobile Usage**

Verizon is the leader atop of the mobile market with a solid 31.1%, almost 6% ahead of the next closest business. Verizon has done a great gob getting their brand name and their mission statement of better coverage, better service out to the general public. With a large part of that due to the partnership it has developed. Verizon is now the sole sponsor of both the National Football League (NFL) and National Hockey League (NHL). Verizon sponsors two of the big four sports in the country. With this type of advertisement Verizon reaches out to more people which means more customers.
 * Verizon's Partnerships**

To help get it's name more out and common with the general public, At&t should consider building partnerships with big corporations as well. Basketball is by far the most internationally know sport. It is played all around the world at vast ages.The National Basketball Association (NBA) is the most popular basketball league. The world's best players come to compete in the NBA from all parts of the world from all seven continents. T-Moblie is currently the offical sponsor of the NBA so when their contract runs out At&t should do all that they can to solidify themselves as the next offical sponsor of the NBA. NBA includes global icons like Yao Ming(China), Kobe Bryant(USA),Dirk Nowitzki(Germany), and Steve Nash(Canada), if they can lock up this sponorship deal that will bring a bigger number of consumers from these noted countries and plently more.
 * Advertising Techniques**

Apple's iPhone is the most popular and most demanded phone on the market today. It is so popular that other companies make phones and compare their phone to the iPhone (ex: Verizon Driod). Alone the iPhone accounts for more than 60% of cellphones sales. You can't deny that the iPhone does have a huge effect on the market and with the new iPhone 4G ready to hit shelves within the next few months the amount of advertising campaigns At&t can run are endless. With this in mind other companies such as the NBA may want to partake in all the hype that surrounding the iPhone. Here the concepts you scratch my back i'll scratch yours play into effect. The NBA can help At&t by expanding it's name amoung the global market through its star power, and At&t can help the NBA by spreading it's brand name and star power through the hype surrounding the iPhone. It's a win win scenario.
 * iPhone Effect**

After running various focus group sessions at Proximity, I have been able to determine what types of things Gen-Y users look for in their mobile device. These features are:
 * Implications on Gen Y**
 * **Good Service**
 * **Internet Access**
 * **Text Messaging**
 * **Applications**

After careful analysis of the possible techniques Verizon has done to earn it's lead in the market, I adivce you to join forces with other corporations to promote 3rd party advertisement.
 * Recommendations**

This figure shows two maps of the United States and what areas are covered by Verizon and AT&T
 * Attachment 1:**

Figure 1 Source: []


 * References:**

Parl, Will. "Mobile data usage surpasses voice services in 2009!." //Into Mobile// 01 Apr. 2010: 1. Web. 11 May 2010. <[]>.

Vasile, Cosmin. "Verizon Replaced Sprint As NHL Wireless Sponsor ." //Telecoms// (2010): 1. Web. 11 May 2010. <[]>. fiercemobilecontent.com/story/verizon-wireless-strips-nfl-sponsorship-sprint/2010-03-09>.

"Among Mobile Marketing Techniques, Text Messaging Most Often Responded to." //Direct Marketing Association// 02 Jul 2008: 1. Web. 11 May 2010. <[]>.

"iPhone set to surpass BlackBerry in mobile market." //Economic Times// (2010): 1. Web. 11 May 2010. [].

Ritchie, Rene. "Regarding Android vs. iPhone market share." //TiPb// 11 May 2010: 1. Web. 12 May 2010. <[]>.