In the rapidly changing marketplace for prepaid cell phones, Market in View performed a study to provide insights into the current market, forecast future market conditions, and identify the ideal portfolio for this market. Through both van Westendorp and TURF (Total Unduplicated Reach and Frequency) analyses, the most attractive plans and devices were identified. A recommendation was made for the optimal price point with the minimum number of models to satisfy customer needs.
|completion date:||September 2012|
|the approach:||With online intercept recruiting, a nationally representative mix of 1500 current and potential prepaid cell phone users were identified and interviewed in this online quantitative survey. The survey was designed to measure the market size, determine optimal portfolio mix, and to identify the motivations and expectations of potential prepaid cell phone adopters.|
|the results:||In response to this rapidly changing marketplace segment, recommendations were presented concerning both price and device offering. Van Westendorp analyses were used to determine plan price ranges and optimal plan prices, allowing for a consumer-based strategy of price positioning. In addition, TURF analysis revealed the optimal portfolio assortment, including the addition of a higher end device to satisfy the revealed needs of the prepaid marketplace. The ideal prepaid portfolio that will optimize market share was recommended.|