Phronesis analyzed the awareness and usage of phone applications including gaming, internet, social networking, messaging and chatting.
Identification of the key drivers in phone applications that influence the purchase behaviour of intended users of for smart phones.
Research on smart phone intenders to explore the potential base of new customers by reviewing and assessing their awareness level for smart phones and various applications which are accessible over it was also done.
Each phone application was prioritized based on awareness level and penetration of usage to understand the popularity of mobile phone applications. Gaming, social networking and email messaging were major phone applications, identified with high level of awareness among the consumers.
Intended users were segmented based on their awareness level and current users were segmented based on their usage level for various phone applications. Market evaluation was conducted in terms of competitors’ offerings and client’s offerings and filled the gap based on the customer expectations, level of awareness and current usage behaviour to support the marketing strategies of client in fuelling up the sales.
Strength and weakness analysis for client branded communication device was performed using SWOT and Core Competency model. Provided the qualitative insights of intenders and current users for phone applications to better enhance the marketing decisions of client.