Friday, October 28, 2005

Niche Marketing 101

"Pointing to cell-phone services targeting gay callers in Denmark, pot smokers in Holland, and Turks living in Belgium, Denmark’s Strand Consult says mobile operators need to target narrower audiences with multiple brands to stay competitive. Classic mobile operators had one brand and focused on making it strong enough to appeal to as wide a customer base as possible, the Copenhagen-based mobile communications consultancy said in a report issued Thursday. But that’s changing." That is what MVNOs, like Disney, Virgin and ESPN, are all about - targeting a niche audience, perhaps new audience, in this case with special programming / content. PNG Mobile, who I rep for, is an MVNO that targets people who do not use the phone much as well as people calling international. ... From here on out, it is all about the Marketing.

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