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<p><strong>Problem: </strong>As almost everyone has a cell phone today, keeping your customers is very important. An important group for cell phone carriers is young people. This is a group that uses cell phones more and more. However, attracting these people could be hard. One of the most common strategies to attract customers today is promotion through TV-commercials. Another strategy that has gained popularity is branding. We therefore asked ourselves how these strategies could affect each other and eventually young peoples’ choice of cell phone carrier.</p><p><strong>Purpose: </strong>Our purpose is to investigate how branding and communication strategies are best used in cell phone carriers TV- commercials, and how they affect young peoples’ consumer behavioral processes.</p><p><strong>Method: </strong>To solve the purpose of this thesis we have used an inductive approach. We have gathered both quantitative and qualitative data. Quantitative data have been collected from a questionnaire filled out by students from Jönköpings University and qualitative data from a focus group we have held. The results were analyzed with help from theories about communication strategies and branding.</p><p><strong>Conclusion: </strong>Branding has a strong influence on young peoples’ view on cell phone carriers TV- commercials. However cell phone carriers TV- commercials have no direct effect on young peoples’ choice of cell phone carrier. It just has an indirect effect since; TV- commercial can be considered a source of information or a way of forming attitudes.</p>

A thesis submitted in fulfilment of the requirements for the degree of Master of Science Computer Science in the School of Computer Science. Faculty of Science November 21, 2016. / There is stiff competition for customers and market share in the South African telecommunications industry amongst the four predominant mobile service providers, namely Vodacom, MTN, Cell C and Telkom Mobile. The First National Bank (FNB) through one of its entities, FNB Connect, has also joined this intensely competitive environment. These companies face a constant challenge of having to come up with new and innovative ways of attracting new customers and retaining their current ones. Cell C has embarked on a good strategy of claiming solid market share and growing itself against the competition by using the Private Label Promotions (PLP) group, a leading BEE Level 3 company that provides a variety of business solutions, to market GetMore, its value-added service package. A recommender system could be used to suggest and promote the items available in this package to existing and potential clients (users). There are different approaches to recommendation, the most widely used ones being the collaborative and content-based recommendation. The collaborative filtering approach uses the ratings of other users to recommend the items the current (active) user might like. In the content-based approach, items are recommended in terms of their content similarity to items a user has previously liked, or elements that have matched a user’s attributes (features). Hybrid recommendation approaches are used To eliminate the drawbacks individually associated with the CF and CBF approaches and to leverage their advantages. One of the aims of this research was to design and implement a prototype hybrid recommender system that would be used to recommend Cell C’s GetMore package to current and potential subscribers. The system was to implement matrix factorisation (collaborative) and cosine similarity (content-based) techniques. Several experiments were conducted to evaluate its performance and quality. The metrics used included Mean Absolute Error (MAE), Root Mean Squared Error (RMSE) and Area Under the ROC Curve (AUC). We expected the proposed hybrid recommender system would leverage the advantages provided by its different components and demonstrate its effectiveness in providing Cell C’s customers with accurate and meaningful recommendations of its GetMore package services. Keywords: Content-based Recommendation, Collaborative Recommendation, Hybrid Recommendation, Cosine Similarity, Matrix Factorisation, Association Rule Mining, J48 Classifier, Decision Table, Naive Bayes, Simple K-means, Expectation Maximization, Farthest First, Predictive Apriori / LG2017

Cheng Chung-Wing, Alex, Yeung Tak-Hung, Arthur. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Includes bibliographical references. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF ILLUSTRATIONS --- p.v / LIST OF TABLES --- p.vi / ACKNOWLEDGEMENT --- p.vii / Charter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- METHODOLOGY --- p.4 / Interviewing --- p.4 / Sampling Method --- p.5 / Data Collection --- p.6 / Data Analysis --- p.7 / Summary --- p.8 / Chapter III. --- REVIEW OF RADIO COMMUNICATION SERVICES --- p.9 / Line Communication System --- p.9 / Private Mobile Radio System --- p.11 / Trunked Radio System --- p.11 / Paging System --- p.15 / Cellular Telephone System --- p.18 / Mobile Data System --- p.23 / Satellite System --- p.24 / Telepoint System and Future Development --- p.24 / Summary --- p.29 / Chapter IV. --- TELEPOINT - A NEW DEVELOPMENT --- p.30 / Product Profile --- p.30 / Competing Technologies --- p.32 / Nature of Service Business --- p.34 / Positioning --- p.35 / Summary --- p.36 / Chapter V. --- INDUSTRY PROFITABILITY ANALYSIS --- p.38 / Industry Size --- p.39 / Financial Highlights --- p.41 / Summary --- p.57 / Chapter VI. --- INDUSTRY STRUCTURE ANALYSIS AND STRATEGY CHOICES --- p.61 / Structural Characteristics of Telepoint Service Industry - An Emerging Industry --- p.61 / Constraints on Industry Development --- p.63 / Factors in Strategy Selection --- p.66 / Possible Strategies --- p.68 / Summary --- p.72 / Chapter VII. --- DIFFERENTIATION --- p.74 / Increase Source of Uniqueness --- p.75 / Optimize Cost of Differentiation --- p.77 / Create Uniqueness --- p.79 / Summary --- p.80 / Chapter VIII. --- RECOMMENDATIONS --- p.82 / Distribution Channel Selection --- p.82 / Price Policy --- p.83 / Product Quality --- p.83 / Service Capability --- p.84 / Brand Identification --- p.84 / Push and Pull --- p.85 / Vertical Integration --- p.85 / Possible Strategies of Minor Players --- p.86 / Possible Strategies of Major Players --- p.87 / Summary --- p.89 / Chapter IX. --- CONCLUSION --- p.92 / APPENDICES / Chapter 1. --- List of Prospect Companies for Interviewing --- p.95 / Chapter 2. --- Interview Questions for Commercial Companies --- p.96 / Chapter 3. --- "Interview Questions for General Post Office, Hong Kong Government" --- p.99 / Chapter 4. --- Distribution of VHF Paging Service Licenses --- p.102 / Chapter 5. --- Schematic Diagram of Telepoint Operation Principle --- p.103 / Chapter 6-9. --- Use of Handsets with Different Types of Callpoint Base Stations --- p.104 / BIBLIOGRAPHY --- p.108

by Ho Siu Ping Nerissa, Kwan Lai Yee. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaf 139). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vii / Chapter / Chapter I. --- BACKGROUND --- p.1 / Personal Communication --- p.1 / CAS and Other Mobile / Wireless Service --- p.2 / Hutchison Telecommunications Ltd: A Bidder for / CAS License --- p.6 / Objectives of This Study --- p.9 / Chapter II. --- MACROENVIRONMENTAL ANALYSIS --- p.10 / Demographic --- p.10 / Working Population by Age --- p.10 / Students and Housewives --- p.12 / Household Size and Household Income --- p.13 / Economic --- p.14 / Increasing GDP Per Capita --- p.14 / The Growth of the Service Industry --- p.14 / Socio-cultural --- p.16 / Information Age --- p.16 / Increasing Social Activity of People --- p.17 / "Mobile Phone No Longer Serving as a Status Symbol, but a Basic Product" --- p.18 / Industry --- p.19 / Industry at a glance --- p.19 / The Local Situation --- p.20 / Local Market Analysis --- p.22 / Competition --- p.28 / Regulation --- p.30 / Technology --- p.35 / Technology Highlights --- p.35 / Mobile Phone Technologies --- p.40 / Future Technology Development --- p.44 / Chapter III. --- PRODUCT ANALYSIS --- p.47 / Product Definition --- p.47 / Product Comparisons --- p.48 / Product Strengths --- p.49 / Two-way Accessibility --- p.49 / Supports Some Mobility --- p.49 / Provide Higher Service Availability --- p.50 / Clear Voice Quality --- p.50 / Allows for a Handy Phone Handset --- p.51 / Low Power Consumption for Handset --- p.51 / Relatively Low Infrastructure Investment --- p.51 / Ease of Installation --- p.51 / Integration with Paging Service / Messaging Service --- p.52 / Better Security --- p.52 / Product Weaknesses --- p.53 / High Running Cost --- p.53 / Only Low Mobility --- p.54 / Confidence Problem Towards New Technology --- p.54 / Product Opportunities --- p.55 / Compete with Mobile Phones and CT-2 --- p.55 / "Compete as Secondary Fixed-wire Phones, with Enhanced Mobility" --- p.55 / Product Threats --- p.56 / Price War in the Cellular Market --- p.56 / High Rental Costs for Installation of Base Stations --- p.56 / Availability of Network Infrastructure --- p.57 / Chapter IV. --- COMPANY ANALYSIS --- p.59 / Strengths --- p.59 / Marketing and Technical Expertise in Wireless Telecommunications Services --- p.59 / Strong Financial Background --- p.61 / Ride on Existing Corporate Infrastructure --- p.62 / Comprehensive Product Range --- p.65 / Weaknesses --- p.67 / Little Product Innovation --- p.67 / Integration of Different Business Units --- p.67 / Lack of Fixed Network Infrastructure --- p.68 / Opportunities --- p.69 / Economies of Scale --- p.69 / Preserve its Positions in the Market --- p.69 / Threats --- p.72 / Price Competition From Mobile Phone Market / Competition from PCN --- p.72 / A Number of Competitors in the Market --- p.72 / Chapter V. --- MARKET SURVEY --- p.74 / Market Survey Objective --- p.74 / Methodology --- p.75 / The Target Population --- p.75 / Data Collection --- p.75 / Questionnaire Design --- p.76 / Data Analysis --- p.77 / Results and Findings --- p.79 / Existing Service Usage --- p.80 / Reasons not Using Mobile Phones Now --- p.81 / Functions Perceived for Mobile Phone Usage --- p.81 / Second Home Telephone Line --- p.82 / Having Mobile Home Telephone --- p.83 / Consideration for Subscribing to the Mobile Phone Service --- p.83 / Rating of Phone Services --- p.84 / Rating of Handset Characteristics --- p.85 / Usage Pattern --- p.86 / Pricing Scheme --- p.88 / Maximum Charge for Phone Service and Handset --- p.89 / Company Selection --- p.91 / Information Source --- p.92 / Distribution Channel --- p.92 / Chapter VI. --- MARKETING STRATEGY --- p.93 / Product Strategy --- p.94 / Product Concepts --- p.94 / The Phone Services --- p.96 / Handset Characteristics --- p.98 / After-Sales Services --- p.99 / Supplier's Concern --- p.99 / Pricing Strategy --- p.101 / Pricing Objective and Strategy --- p.101 / Price Setting --- p.103 / Price of Close Substitute --- p.104 / Promotional Strategy --- p.108 / Target Audience --- p.108 / Message Appeal --- p.108 / Promotional Program --- p.109 / Distribution Strategy --- p.112 / Utilize Extensive Retail Outlet --- p.112 / Use of Direct Sales Team for Approaching the Employees of Large Corporation --- p.112 / Road Shows --- p.113 / Chapter VII. --- LIMITATIONS AND FURTHER STUDIES --- p.114 / APPENDICES --- p.118 / BIBLIOGRAPHY --- p.139

by Tung Yee Shing. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaf 53). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF ILLUSTRATIONS --- p.v / LISTOF TABLES --- p.vi / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter CHAPTER II --- OBJECTIVES AND SCOPE --- p.2 / Chapter CHAPTER III --- SMARTONE TELECOMMUNICATIONS HOLDINGS LIMITED --- p.4 / History --- p.4 / Benefits from the Initial Public Offering --- p.5 / The Three Brands --- p.5 / The Three Focuses --- p.6 / Diversification --- p.9 / Recent Performance --- p.10 / Chapter CHAPTER IV --- THE ENVIRONMENTAL CHANGES --- p.12 / Government Regulations --- p.12 / Technology --- p.14 / Economic Factors --- p.15 / Social Factors --- p.18 / Chapter CHAPTER V --- THE INDIVIDUAL DEPTH INTERVIEWS --- p.19 / Interviewees' Profile --- p.19 / Perception on Network Quality --- p.20 / Usefulness of Mobile Phone --- p.21 / Usefulness of Value-added Services --- p.22 / Handset Selection --- p.23 / Introduction of the Personal Communications System (PCS) --- p.24 / Effect of Mobile Number Portability --- p.25 / The Student Segment --- p.26 / Chapter CHAPTER VI --- THE SURVEY --- p.28 / Sampling Frame --- p.28 / The Final Sample --- p.28 / Research Findings --- p.29 / Current Usage --- p.29 / Attitude --- p.31 / Information Sources --- p.33 / Chapter CHAPTER VII --- THE DISCRIMINANT ANALYSIS --- p.34 / Chapter CHAPTER VIII --- CONCLUSIONS AND RECOMMENDATIONS --- p.37 / The Environment --- p.37 / The customers --- p.37 / Need Recognition --- p.38 / Information Search --- p.39 / Evaluation of Alternatives --- p.39 / Purchase Decision --- p.40 / Postpur chase Behavior --- p.40 / SmarTone's Strategies --- p.41 / Corporate Level Strategy --- p.41 / Recommendations --- p.44 / APPENDIX --- p.48 / BIBLIOGRAPHY --- p.53

Thesis (M.A. (Translation Studies and Linguistics)) -- University of Limpopo, 2014 / Refer document

Problem: As almost everyone has a cell phone today, keeping your customers is very important. An important group for cell phone carriers is young people. This is a group that uses cell phones more and more. However, attracting these people could be hard. One of the most common strategies to attract customers today is promotion through TV-commercials. Another strategy that has gained popularity is branding. We therefore asked ourselves how these strategies could affect each other and eventually young peoples’ choice of cell phone carrier. Purpose: Our purpose is to investigate how branding and communication strategies are best used in cell phone carriers TV- commercials, and how they affect young peoples’ consumer behavioral processes. Method: To solve the purpose of this thesis we have used an inductive approach. We have gathered both quantitative and qualitative data. Quantitative data have been collected from a questionnaire filled out by students from Jönköpings University and qualitative data from a focus group we have held. The results were analyzed with help from theories about communication strategies and branding. Conclusion: Branding has a strong influence on young peoples’ view on cell phone carriers TV- commercials. However cell phone carriers TV- commercials have no direct effect on young peoples’ choice of cell phone carrier. It just has an indirect effect since; TV- commercial can be considered a source of information or a way of forming attitudes.

This study is focused on the cellular communication needs and wants of undergraduate university and technikon students. The study derived its information from a survey of 224 students who, via a questionnaire, were able to detail their present and future cellular communication needs. Among other findings, the results of this survey, revealed the following: • The undergraduate university and technikon student market is not homogenous • Ninety-three percent of university and technikon students in the sample had access to a cellular telephone • Short Message Services (SMSs) and "Please Call Me" services were frequently favoured and used • The market segment is highly brand conscious, preferring specific branded cellular telephones • Despite having a limited access to disposable income (most of which is provided by their parents), respondents spent between R75 and R1 000 per month on their cellular needs.