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Alltel Research Project

Alltel Research Project. Team Sara(h): Sara Bender, Matt Creasman & Sarah White. Definitions. Management Decision Problem = What should be done to improve Alltel’s market share in the youth/young adult (ages 18-25) wireless market?

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Alltel Research Project

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  1. Alltel Research Project Team Sara(h): Sara Bender, Matt Creasman & Sarah White

  2. Definitions • Management Decision Problem = What should be done to improve Alltel’s market share in the youth/young adult (ages 18-25) wireless market? • Research Problem = To determine young adult preferences and purchase intentions for the wireless market

  3. Preferences • What is most important to you when considering a wireless carrier? • Is it rate structures, technology, handset style, or coverage areas? • What is the key driver?

  4. Handset • Does your current phone have a camera? How often do you use it? • What is important to you on your handset? What is absolutely essential? What things can you do without? • Do you use the Internet on your handset? How often? • How important is text messaging? Ring tones?

  5. Switching Costs • What would lead you to switch carriers? • Why did you choose your current carrier? Are you satisfied with your current carrier? Why or why not? • What are wireless carrier deal-breakers?

  6. Complexity • Do you understand how to read your bill (e.g., do you understand how you are billed for the time you spend on the Internet)? • Are there other things you don’t use on your handset because you either don’t understand them or are worried about being billed for them?

  7. Longevity • How many different cell phones have you had? • How may wireless carriers have you had since using a cell phone? • How often do you think you should keep a cell phone before upgrading?

  8. Marketing • Are Alltel’s current commercials relevant for the youth/young adult segment? • What kind of “celebrity” would play well with this segment? Does Alltel even need celebrities to market to this segment (see: Cingular)? • What about showing young people and using humor in commercials?

  9. Handset • If the opportunity to upgrade your handset every three months was written into your contract, would this be attractive to you? Do upgrades matter? • How important are sim. cards (e.g., devices which save phone numbers, pictures, ring tones, planners, etc.)? Would you pay extra for them?

  10. Music • Do you currently own an iPod or other mpeg player? • Are mpegs important to consider when purchasing a handset?

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