Our research into the different consumer profiles has given us some very interesting results.  The younger elements of the potential customer base have clearly identified four areas that they consider make the difference between a good phone and the others.  These are:
games
music
sports
camera

In order to identify the key factors which could form the basis of our campaign, we must review these areas.  In terms of games there appear to be two distinct types of player.  There is the game addict who will sit for hours magically attracted to the mobile to the exclusion of everything else.  The other type of games player is the casual user who wants to kill some time, perhaps on the journey home.  The mobile phone now allows users to download and play a range of fantastic games anywhere, at any time.  The music element allows the user to download the latest ring tones to their phone, from a variety of sources like websites, MTV or Musiwave.  Other downloads in this category are voicemail greetings and messages from pop stars, bands and other celebrities.  Depending on the service provider, most mobile phones will provide results, news and gossip from top sporting fixtures around the world.  The camera now seems to be firmly embedded into the latest mobile phones, allowing pictures to be taken and sent instantly to friends or family from anywhere in the world.  These can be sent to other picture messaging mobiles or to computers.  The technology is also available to download hundreds of images and animations from a variety of picture galleries, ranging in content from celebrity sightings to funny cartoons.  

Research of the mobile phones currently on the market offers us additional information that can be used in the planning of the advertising campaign.  The team needs to be fully aware of the latest updates in the technology and the terminology in use.  Picture messaging refers to the ability to send, receive and forward messages including images, text and sound.  The image quality of colour screens varies according to the number of colours built into the screen.  The current fascination with ring tones is to have polymorphic ring tones.  This means that the phone can play more than a single note at a time.  Java is the programming language that enables many of today's mobiles to play the games.  GRPS gives the user the always on internet connection which means fast WAP access. This allows the user to access many internet based services.  Most of the currently favoured mobiles have speed dial, which means that numbers can be dialled at a single touch.  Bluetooth technology allows the mobile user to share data with a computer or to talk hands free without using any connecting wires.

Cost is a critical factor for many customers.  The table below shows some sample costs from two of the network providers:

The differences in these costs make it difficult to select a network service provider.  If our client advertised some method of simplifying these charges, perhaps in conjunction with a provider, they would be likely to increase their business instantly.

Another method of promoting specific phones might be to identify up to three manufacturers like these and promote their products:

All of these manufacturers have expressed a keen interest to try and create a joint advertising campaign with our client.  We will need to do further investigation into a closer working relationship with each of these organisations and then meet with our client to try and negotiate a joint campaign.  It is likely that in the end we will select only one of the three, and all staff must be careful in their dealings with these companies to promise nothing, as they will still be providing goods and services to our clients long after this advertising campaign has been completed.

There are several accessories that have been found as potential lead items for the campaign.  Nokia have recently introduced a new wireless headset using bluetooth technology.  This gives the user hands-free control of their mobile without cables and wires.  The earpiece fits inconspicuously in either ear and could make an ideal Christmas promotion.  Nokia have also developed a streamlined music stand which may also attract attention from younger consumers.  It allows the phone to charge whilst making calls, and can take external devices like a compact disk player or an MP3 player.  Those phone users who have already bought a colour phone before the boom in photo messaging may be pleased to see a lightweight digital camera headset that will plug into 5 different models of Nokia phone.  The advent of video capture and playback is also worthy of further consideration.