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Smart Communications Inc. (B)
內容大綱
The (B) case demonstrates how Smart was able to implement a highly innovative marketing strategy to serve low-income customers. At the heart of this marketing approach was Smart Load, a mobile proposition involving sachet-based pricing (similar to that seen in the fast moving consumer goods (FMCG) world), a revolutionary over-the-air (OTA) mobile reloading technology, and a decentralized distribution approach. Through the implementation of this strategy analysts revised their estimates of market penetration from a maximum 35% of the population, to upwards of 70% by 2008.