Fler människor börjar använda olika mobila operativsystem i mobiltelefonen samt appar som enbart fungerar på plattformen. Det leder till att app-leverantörer måste utveckla varje app till varje specifik plattform vilket är dyrt. De vanligaste operativsystemen som används idag är Android samt IOS men hösten 2012 släpptes Windows Phone 8 vilket innebär ytterligare en plattform att ta hänsyn till. I sammarbete med företaget Sogeti Jönköping fokuserar studien på att hitta en metod som gör det möjligt att migrera appar mellan plattformar och till Windows Phone 8. Studien innefattar också att identifiera för och nackdelar med olika app-typer genom en litteraturstudie och intervjuer samt att testa om migrationsmetoderna fungerar praktisk genom en implementation. Resultatet har påvisat att det finns två stycken olika metoder för migration vilket är PhoneGap och Xamarin. Genom implementationstester har Xamarin visat sig vara mest lämplig att använda i ett framtida större app-projekt. / More people are starting to use different mobile operating systems in their mobile phones and apps that only work on the specific platform. This leads to app-developers must develop each app on each specific platform which is expensive. The most common operating systems today are Android and iOS, but during fall of 2012 Windows Phone 8 was released, which means yet another platform to consider. In cooperation with the company Sogeti Jönköping this study focuses on finding a method that makes it possible to migrate applications between platforms and Windows Phone 8. The study also includes identifying the pros and cons of different app-types through a literature review and interviews, as well as testing whether the migration methods work through a practical implementation. The results have shown that there are two different solutions to migration which is PhoneGap and Xamarin. Through implementation tests Xamarin was the most suitable for future app-projects.

M.Sc. (Information Technology) / Making changes to a complex system, such as a cellular network, without being well informed about the potential effects of the change could prove to have negative and costly outcomes. In order to diminish the risk of making changes to a real system, a simulation of the real system is a viable and valuable alternative. By creating a simulation of the real system, the effects of changes made can be tested in the simulation instead of the real system. The dissertation presents a model by which subscriber behaviour within a cellular network can be simulated. The model that is introduced to this end is called the Mobile Network Subscriber-Behaviour Simulation (MNSS). Subscriber behaviour is important as it is largely responsible for the variation in traffic within the cellular network. Thus, the research presented in the dissertation seeks to provide a means by which the planning and operation of cellular networks can be enhanced through a better comprehension of network traffic, which is influenced by subscriber behaviour. In the dissertation, specific focus is given to voice traffic, and, as such, the cellular network architecture that was chosen for the model is the GSM mobile network architecture due to its ubiquitous use in carrying voice traffic. The research presented in the dissertation begins with a discussion on the GSM architecture. Subscriber behaviour is simulated through the use of intelligent agents that are configured to interact with one another to form a Multi-agent System. In addition, the subscriber agents interact with, and adapt to, the mobile network component of the MNSS model, which constitutes the formation of a Complex Adaptive System. Therefore, the discussion is subsequently directed towards Artificial Intelligence, intelligent agents, Multi-agent Systems and Complex Adaptive Systems. Using these aforementioned concepts, the dissertation presents the MNSS model and a prototype implementation, as well as a discussion on the results obtained from this. The main purpose of the dissertation is to examine a means by which subscriber behaviour can be simulated in a cellular network, through the use of multiple intelligent agents that interact in a complex system. This is conducted for the express purpose of analysing the change in behaviour of the subscriber agents in relation to changes made to external conditions, such as the underlying cellular network or the behaviour of other subscriber agents.

This thesis is focused on the technology of mobile devices. In the first part I analyse the technical parameters of the mobile device in detail, I mention each parameter and its importance, pitfalls and benefits. The second part is focused on mobile operating systems, especially iOS, Android and Windows Phone. The operating systems are analysed from the perspective of technological complexity, which builds on the analysis of the technology of mobile devices. The third part consists of future prediction. I describe hypothetical future development for both of previous parts of my survey. Approximate future development is mentioned in each chapter of of both first and second parts. The main benefit(contribution) of this work is the compact view on the issue of the technology of mobile devices. It helps reader to make a complex overview of the evolution and possibilities on the current mobile devices market.

Wireless Application Development has become a major area of research in recent times. With the increasing availability of wireless technologies such as cellular, Bluetooth, Infrared etc. it has become essential to develop applications that suit the various types of hardware that support such wireless technologies. The goal of this thesis is to explore the motivations behind application development methodologies and the tools associated with it, for small mobile devices that employ cellular technologies. Due to extremely high demand of cell phones among people who have over the years become extra mobile, there has been a trend of decreasing costs for users for the last several years. As more people start using these devices every day the demand for support of various applications and services are on the rise. This thesis will explore the leading application development tools and technologies for small mobile devices WAP (Wireless Application Protocol), J2ME (Java 2 Platform, Micro Edition) and some others. This thesis will also take a brief look into cellular network technology termed 3G, in terms of its usefulness for applications developed using the aforementioned technologies. The thesis includes the development of a J2ME application using a wireless device emulator.

Introdução: A mortalidade materna é aquela resultante de complicações diretas e indiretas da gravidez, parto ou puerpério, e um indicador de saúde da mulher bem como do desempenho dos sistemas de atenção à saúde. O Planejamento Familiar é considerado fundamental na diminuição das taxas de mortalidade materna. A implantação de estratégias efetivas de planejamento familiar no pós-parto (PFPP) poderia contribuir na diminuição das taxas de morbidade e mortalidade materna e infantil, bem como do número de gestações não planejadas e abortos inseguros. O uso de Tecnologias de Informação e Comunicação (TIC) em uma intervenção educativa em saúde de PFPP poderia ser considerado uma ferramenta complementar útil na atenção pós-natal. Objetivo: Determinar se o envio de mensagens de texto via Short Message Service (SMS) sobre PFPP, é um complemento útil para o acompanhamento pós-natal, incentivando o uso de anticoncepcional no pós-parto e o retorno à consulta de puerpério. Métodos: Ensaio clínico aleatorizado controlado por grupo . Realizado entre fevereiro de 2015 e junho de 2016 em Ribeirão Preto. Com 420 mulheres, 326 mulheres do grupo de controle e 94 mulheres do grupo com intervenção, cada grupo estava composto por 10 Unidades Básicas e Distritais de Saúde. Mulheres do grupo com intervenção, com idade igual ou superior a 18 anos e com idade gestacional inferior a 20 semanas, foram convidadas a cadastrar-se no programa, após o aceite de participação, foi enviado o primeiro grupo de mensagens com informações referentes ao parto e gravidez, este envio terminava após o parto. Dentro das primeiras 48 horas pós-parto a mulher era entrevistada na maternidade, sendo coletados dados sociodemográficos, e do histórico sexual e reprodutivo, quatro dias após o parto as mulheres do grupo com intervenção que aceitaram receber as mensagens após o parto, receberam o segundo grupo de mensagens durante oito semanas com informações sobre contracepção no pós-parto. No terceiro mês após o parto foram entrevistadas as 420 no domicílio, o uso de anticoncepcional no pós-parto e assistência à consulta puerperal foram avaliados como desfechos principais. Todas as mulheres assinaram o Termo de Consentimento Livre e Esclarecido. Resultados: A taxa total de uso de anticoncepcional foi de 92% no terceiro mês após o parto, 89% foram anticoncepcionais hormonais. Em relação á consulta puerperal, 76% das mulheres compareceram à consulta. 7 Conclusões: Não houve diferencia estatisticamente significante entre os grupos, talvez o impacto deste tipo de intervenção educativa pode ser diferente em outros contextos e regiões brasileiras onde a informação em saúde é mais defasada e as mulheres têm mais dificuldades no acesso ao serviço de saúde. Este foi o primeiro estudo da literatura que avaliou o impacto de mensagens educativas via SMS sobre uso de contraceptivos após três meses do parto. Além de promover informação através de SMS, numa linguagem de fácil entendimento para as mulheres sobre saúde reprodutiva, a proposta deste estudo possibilitou a participação ativa dessas mulheres, por possuir um sistema de mensagem de texto bidirecional. / Introduction: Maternal mortality is the result of direct and indirect complications of pregnancy, childbirth or puerperium, and an indicator of women\'s health as well as the performance of health care systems. Family Planning is considered to be crucial in reducing maternal mortality rates. The implementation of effective family planning strategies in the postpartum period (FPPP) could contribute to the reduction of rates of maternal and infant morbidity and mortality, as well as the number of unplanned pregnancies and unsafe abortions. The use of Information and Communication Technologies (CIT) in a FPPP health education intervention could be considered a useful complementary tool in postnatal care. Objective: To determine if the sending of text messages via Short Message Service (SMS) on FPPP is a useful complement to postnatal follow-up, encouraging postpartum contraceptive use and the return to puerperal consultation. Methods: Conglomerate-controlled randomized clinical trial. Held between February 2015 and June 2016 in Ribeirão Preto. With 420 women, 326 women from the conglomerate control and 94 women from the conglomerate with intervention, each conglomerate was composed of 10 Basic and District Health Units. Women of the conglomerate with intervention, aged 18 years or above and with gestational age less than 20 weeks, were invited to join the program, after accepting participation, was sent the first group of messages with information regarding delivery and pregnancy, this shipment ended after delivery. Within the first 48 hours postpartum, the woman was interviewed in the maternity ward, and socio-demographic data and sexual and reproductive history were collected. Four days after delivery, women from the conglomerate with intervention who accepted to receive postpartum messages received the second group of messages for eight weeks with information on postpartum contraception. In the third month after delivery, the 420 women were interviewed at home, postpartum contraceptive use and puerperal consultation were evaluated as the main outcomes. All the women signed the Free and Informed Consent Form. Results: The total contraceptive use rate was 92% in the third month after delivery, 89% were hormonal contraceptives. Regarding the puerperal consultation, 76% of the women attended the consultation. Conclusions: There was no statistically significant 9 difference between groups, perhaps the impact of this type of educational intervention may be different in other Brazilian contexts and regions where health information is more lagged and women have more difficulties in accessing the health service. This was the first study in the literature that evaluated the impact of educational messages via SMS on contraceptive use after three months of childbirth. In addition to promoting information through SMS, in a language that women can easily understand about reproductive health, the proposal of this study made possible the active participation of these women, because it has a two-way text message system.

by Cheng Wai Ming, Ivy, Ma Lok Man, Frandy. / Includes questionaire in Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leave 67). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.vi / ACKNOWLEDGMENTS --- p.viii / CHAPTER / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Purpose of Study --- p.1 / Chapter 1.2 --- Market Overview --- p.1 / Chapter 1.3 --- Market Growth --- p.2 / Chapter 1.3.1 --- Social Environment --- p.3 / Chapter 1.3.2 --- Economic Environment --- p.3 / Chapter 1.3.3 --- Regulatory Environment --- p.3 / Chapter 1.3.4 --- Technological Environment --- p.4 / Chapter 1.4 --- Market Share --- p.4 / Chapter 1.5 --- Marketing Strategies of Mobile Service Providers --- p.5 / Chapter 1.5.1 --- Product Strategies --- p.5 / Chapter 1.5.1.1 --- Service Features --- p.5 / Chapter 1.5.1.2 --- Mobile Phone Brands Used --- p.6 / Chapter 1.5.1.3 --- Number of Cell Sites --- p.6 / Chapter 1.5.1.4 --- Network Coverage --- p.6 / Chapter 1.5.1.5 --- Roaming Locations --- p.7 / Chapter 1.5.1.6 --- Customer Service --- p.7 / Chapter 1.5.2 --- Pricing Strategies --- p.7 / Chapter 1.5.3 --- Distribution Strategies --- p.8 / Chapter 1.5.4 --- Promotion Strategies --- p.8 / Chapter 1.5.4.1 --- Advertising --- p.8 / Chapter 1.5.4.2 --- Sales Teams --- p.9 / Chapter 2. --- DECISION PROBLEMS AND RESEARCH OBJECTIVES --- p.13 / Chapter 2.1 --- Decision Problems --- p.13 / Chapter 2.2 --- Research Objectives --- p.14 / Chapter 3. --- LITERATURE REVIEW --- p.16 / Chapter 3.1 --- Attitudes and Attitude Components --- p.16 / Chapter 3.2 --- Multiattribute Attitude Models --- p.17 / Chapter 4. --- RESEARCH METHODOLOGY --- p.21 / Chapter 4.1 --- Exploratory Study --- p.21 / Chapter 4.1.1 --- Literature Search --- p.21 / Chapter 4.1.2 --- Interviews with Executives --- p.21 / Chapter 4.1.3 --- Interviews with Potential Customers --- p.22 / Chapter 4.2 --- Descriptive Study --- p.22 / Chapter 4.2.1 --- Survey Population and Sample Size --- p.23 / Chapter 4.2.2 --- Sampling and Data Collection Procedure --- p.24 / Chapter 4.2.3 --- Questionnaire --- p.25 / Chapter 5. --- LIMITATIONS --- p.27 / Chapter 6. --- FINDINGS --- p.29 / Chapter 6.1 --- Exploratory Study --- p.29 / Chapter 6.1.1 --- Benefits of Using Mobile Telephone --- p.29 / Chapter 6.1.2 --- Evaluative Criteria Used in Selecting Mobile Telephone Service Provider --- p.30 / Chapter 6.1.3 --- Types of Information Sought and Sources of Information Used --- p.31 / Chapter 6.2 --- Descriptive Study --- p.32 / Chapter 6.2.1 --- Demographic Characteristics of the Respondents --- p.32 / Chapter 6.2.2 --- Benefits of Using Mobile Telephone --- p.35 / Chapter 6.2.3 --- Decision Making Process of Selecting a Mobile Service Provider --- p.36 / Chapter 6.2.3.1 --- Types of Information Sought by Respondents --- p.36 / Chapter 6.2.3.2 --- Sources of Information --- p.37 / Chapter 6.2.4 --- The Evaluative Criteria Used by Respondents and Their Relative Importance --- p.38 / Chapter 6.2.5 --- Awareness of Mobile Service Providers --- p.39 / Chapter 6.2.6 --- Belief Ratings on the Evaluative Criteria --- p.40 / Chapter 6.2.7 --- Respondents' Attitudes Towards the Mobile Service Providers --- p.41 / Chapter 6.2.8 --- Relationship Between Consumer Attitudes and Brand Preferences --- p.43 / Chapter 6.2.9 --- Market Segmentation --- p.46 / Chapter 6.2.9.1 --- Segmentation by Demographics --- p.46 / Chapter 6.2.9.2 --- Segmentation by Benefits --- p.49 / Chapter 6.2.9.3 --- Segmentation by Attitudes --- p.54 / Chapter 7. --- IMPLICATIONS FOR MARKETING STRATEGIES --- p.59 / Chapter 7.1 --- Competitive Analysis of CSL Against the Other Three Mobile Service Providers in Hong Kong --- p.59 / Chapter 7.2 --- Implications for Marketing Strategies of CSL --- p.60 / Chapter 7.2.1 --- Target Market --- p.60 / Chapter 7.2.2 --- Product Strategies --- p.61 / Chapter 7.2.3 --- Pricing Strategies --- p.63 / Chapter 7.2.4 --- Distribution Strategies --- p.64 / Chapter 7.2.5 --- Promotion Strategies --- p.64 / Chapter 8. --- CONCLUSION --- p.66 / REFERENCES --- p.67 / APPENDICES --- p.68 / Appendix A Exploratory Study: Executive Interview Guide --- p.68 / Appendix B Exploratory Study: Potential Customers Interview Guide --- p.69 / Appendix C English Version of the Questionnaire --- p.70 / Appendix D Chinese Version of the Questionnaire --- p.77 / Appendix E Findings of the Exploratory Study --- p.87 / Appendix F Agglomeration Coefficients of the Cluster Procedure on Respondents' Ratings on the Benefit Statements --- p.91 / Appendix G Agglomeration Coefficients of the Cluster Procedure on Respondents' Ratings on the Evaluative Criteria --- p.92

by Hui Ching-Han, Kuok Li-Wen. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2003. / Includes bibliographical references (leaves 112-114). / Questionnaire also in Chinese. / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.iii / LIST OF TABLES AND FIGURES --- p.viii / ACKNOWLEDGEMENTS --- p.ix / Chapter CHAPTER I --- PROJECT INTRODUCTION --- p.1 / Objective --- p.3 / Scope of Study --- p.3 / Methodology --- p.4 / Primary Data Gathering --- p.4 / Secondary Data Gathering --- p.5 / Data Presentation and Analysis --- p.5 / Limitations --- p.6 / Chapter CHAPTER II --- COMPANY BACKGROUND --- p.8 / Mother Company - HK-listed TCL International Holdings Ltd --- p.8 / Maker and Designer of Consumer Electronic Products --- p.8 / Foreign Ownership --- p.8 / China State-Owned Background --- p.9 / Brand Value --- p.10 / Expanding its Overseas Footprint --- p.10 / Source of Income by Market and Product --- p.11 / Performance --- p.11 / Corporate Strategies --- p.13 / Corporate Goal --- p.13 / Business Portfolio --- p.14 / Strategic Partnerships --- p.14 / Nam Tai Electronics --- p.14 / Ericsson --- p.15 / TTPCom --- p.15 / TCL Mobile Communication Co. Ltd --- p.16 / History and Background --- p.16 / Ownership --- p.16 / Sales Performance --- p.17 / Strong Management Team --- p.18 / Scale --- p.19 / Mission --- p.19 / Corporate Culture --- p.19 / Strategy --- p.20 / Mobile Communication Business Plans --- p.22 / Overseas Market Development - HK Market the First Testing Ground --- p.22 / TCL Mobile Information International Company Limited - HK office --- p.23 / Chapter CHAPTER III --- CHINA MOBILE PHONE MARKET --- p.24 / General Market Situation - Supply Side --- p.24 / Number One World Manufacturing Base --- p.24 / Dominant Standard --- p.24 / Revenue and Future Size --- p.25 / General Market Situation - Demand Side --- p.25 / China Consumer Characteristics --- p.26 / Five Faces - Market Segmentation --- p.26 / Location Difference --- p.27 / Most Preferred Brands --- p.27 / Myth of Advertisement --- p.27 / TCL Mobile Phone in China --- p.28 / Largest Mobile Phone Marker in China --- p.28 / Top Five Brands in China --- p.28 / Lucrative Mobile Phone Market - Earnings Driver --- p.29 / Major Foreign Competitors --- p.29 / Major China Competitors --- p.30 / Price War With Profit Margin Unaffected --- p.30 / 4Ps of TCL Mobile Phones --- p.30 / Chapter CHAPTER IV --- HONG KONG MOBILE PHONE MARKET --- p.33 / HK Telecommunication Market - Highlighting Mobile Phone Sub-Sector --- p.33 / Potential Regional Mobile Hub --- p.33 / Highest Telephone Density and Penetration Rate in Asia --- p.34 / Pioneer in Adopting New Technologies and Services --- p.36 / Replacement Mobile Phone Market --- p.37 / Large Business Receipts from Mobile Phone Telecommunication Sub-sector --- p.37 / Network Services Providers --- p.37 / Famous Mobile Phone Brands Dominate Market --- p.38 / Mobile Phone Business Receipts --- p.38 / Characteristics of Hong Kong Consumers --- p.39 / 4Ps of generic brands in Hong Kong market --- p.39 / Recent Developments --- p.41 / Current TCL 4Ps in HK --- p.42 / Price - Medium Pricing --- p.42 / Product - Limited Product Mix with Generic Features --- p.42 / Place - Weak distribution in network service providers --- p.45 / Promotion - No sustainable advertisement after launch --- p.46 / Differences between Hong Kong and the China Market --- p.47 / Chapter CHAPTER V --- SURVEY --- p.49 / Timeline of Survey --- p.49 / Target Market --- p.49 / Methodology --- p.50 / Focus Group --- p.50 / Pilot Test --- p.50 / Quota Sampling --- p.50 / Structure of Questionnaire --- p.51 / Showing Dummy Product --- p.52 / Survey Results Compatible --- p.52 / Highlights and Implications of Survey Results --- p.53 / Part I: HK Mobile Phone Market ´ؤ Usage and Preference --- p.53 / Suggestions in Cracking HK Market by 4Ps Analysis --- p.56 / Part II: Highlights and Implications of the TCL Related Data (4Ps) --- p.57 / Chapter CHAPTER VI --- DATA ANALYSIS --- p.60 / Sample Size --- p.60 / Analysis of the Results of Survey --- p.60 / Demographics --- p.60 / Part I: Mobile Phone Usage and Preference --- p.61 / Current Brand --- p.61 / Frequency of Changing Mobile Phones --- p.62 / Reasons for Replacing Mobile Phone --- p.66 / Mobile Phone Selection Criteria --- p.66 / Preferred Place to Purchase Mobile Phone --- p.72 / Part II: TCL Mobile Phone --- p.75 / General Idea of TCL --- p.75 / Product --- p.75 / Price --- p.81 / Place --- p.82 / Promotion --- p.83 / Confidence in TCL Mobile Phone --- p.85 / Chapter CHAPTER VII --- CONCLUSIONS --- p.88 / The Fate of TCL in the Hong Kong Market --- p.88 / Chapter CHAPTER VIII --- RECOMMENDATIONS --- p.90 / Target Market --- p.90 / Need Market Research --- p.90 / Broaden Target Market --- p.90 / Brand Image --- p.91 / Price --- p.92 / Product --- p.92 / Place --- p.94 / Promotion --- p.94 / APPENDIX 1 Terms (in alphabetical order) --- p.96 / APPENDIX 2 Development Milestones of TCL Mobile Communication --- p.100 / APPENDIX 3 Milestones of Telecommunications (Mobile Phone sub-sector) in Hong Kong..… --- p.102 / APPENDIX 4 (SURVEY: ENGLISH VERSION) --- p.106 / APPENDIX 5 (SURVEY: CHINESE VERSION) --- p.109 / BIBLIOGRAPHY --- p.112 / Periodicals --- p.112 / Interview --- p.114

by Tsoi Wing, Yeung Yin Ping. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaf 78). / Questionnaire also in Chinese. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF ILLUSTRATIONS --- p.vi / LIST OF TABLES --- p.vii / Chapter CHAPTER I. --- BACKGROUND --- p.1 / Growing Maturity of the Mobile Telecommunications Industry --- p.1 / Intense Competitions in the Industry --- p.3 / Company Overview: Hutchison Telecom --- p.9 / Significance of Customer Satisfaction and Loyalty --- p.12 / Objectives of this study --- p.13 / Chapter CHAPTER II. --- MACRO-ENVIRONMENT ANALYSIS --- p.14 / Political /Legal Impact --- p.14 / Economic Impact --- p.16 / Socio-cultural Impact --- p.17 / Technology Impact --- p.18 / Chapter CHAPTER III. --- INDUSTRY ANALYSIS --- p.20 / Internal Rivalry --- p.20 / Market Entry --- p.31 / Substitutes --- p.31 / Buyer Power --- p.32 / Supplier Power --- p.33 / Overall Implications --- p.33 / Chapter CHAPTER IV. --- COMPANY ANALYSIS --- p.34 / Strengths --- p.34 / Weaknesses --- p.37 / Opportunities --- p.39 / Threats --- p.40 / Chapter CHAPTER V. --- MARKET SURVEY --- p.42 / Survey Objective --- p.42 / Research Methodology --- p.42 / Limitations --- p.43 / Results and Findings --- p.44 / Chapter CHAPTER VI. --- RECOMMENDATIONS --- p.59 / Product Strategy --- p.59 / Pricing Strategy --- p.62 / Place Strategy --- p.63 / Promotion Strategy --- p.63 / Chapter CHAPTER VII. --- CONCLUSIONS --- p.64 / Chapter CHAPTER VIII. --- APPENDICES --- p.66 / Appendix 1 - Recent Major Events of Hutchison --- p.66 / Appendix 2 - Organization Structure and Objectives of OFTA --- p.67 / Appendix 3 - Customer Survey Questionnaire --- p.68 / Appendix 4 - Customer Survey Results --- p.71 / Chapter CHAPTER IX. --- BIBLIOGRAPHY --- p.78

by Ho Kwok Ching, Lui Chun Wah. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 116-119). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.v / LIST OF TABLES --- p.viii / Chapter / Chapter I --- INTRODUCTION --- p.10 / Chapter II --- MARKET PROFILE REPORT --- p.14 / Background and History --- p.14 / Market Growth --- p.15 / Spending of Mobile Phone Users --- p.18 / Market Share --- p.19 / The Evolution of Consumer Culture in Hong Kong --- p.19 / Quantitative (Before 1970) --- p.19 / Qualitative (1970 - 1985) --- p.20 / Emotional (1986 - 1994) --- p.20 / Multi-segment (1995 to now) --- p.20 / The Emerging Markets --- p.21 / The Elderly Market --- p.21 / The New Generation Market --- p.21 / The Female Market --- p.22 / Conclusion --- p.22 / Chapter III --- COMPETITIVE PROFILE REPORT --- p.24 / Existing Mobile Network Operators --- p.24 / Brand Perception --- p.24 / Promotion Strategies --- p.26 / Technology --- p.27 / Market Share --- p.29 / Activities Summary --- p.30 / CSL --- p.30 / SmarTone --- p.31 / Hutchison --- p.32 / Pacific Link --- p.33 / Service Commitment and background of the 6 PCS operators --- p.33 / Conclusion --- p.35 / Chapter IV --- CUSTOMER PROFILE REPORT --- p.37 / Mobile Communications Needs --- p.37 / Prompt Factors for Purchase --- p.38 / Basic Attitudes of Pricing --- p.39 / Price Sensitivity --- p.40 / Buying Cycle --- p.41 / Mobile Haters --- p.42 / Customer Survey --- p.42 / Chapter V --- PRODUCTS AND SERVICES PROFILE REPORT --- p.44 / Roaming Countries Comparison --- p.45 / Coverage Comparison --- p.45 / Service Binding/Prepayment Comparison --- p.45 / Conclusion --- p.46 / Chapter VI --- COMPANY PROFILE REPORT --- p.49 / Network Infrastructure --- p.50 / Scope of Services --- p.51 / Subsidiaries --- p.52 / Hongkong Telecom CSL --- p.52 / Hongkong Telecom IMS --- p.53 / Regional Activities --- p.53 / Quality Service Commitment --- p.54 / Strength and Weakness --- p.56 / Strength --- p.56 / Weakness --- p.56 / Brand Perception --- p.58 / Activities Summary --- p.59 / Conclusion --- p.60 / Chapter VII --- ANALYSIS --- p.62 / Chapter VIII --- MARKETING SUB-PROGRAMME 1: CUSTOMER RETENTION --- p.67 / Dealing with the Churn --- p.67 / Churning Reasons --- p.70 / Safety use customer --- p.70 / Service Objectives and Strategies --- p.71 / Tactical Action Plan --- p.74 / Monitoring --- p.74 / Progress Meeting --- p.75 / Weekly 'Customer-At-Risk' Report --- p.75 / Budget --- p.76 / Chapter IX --- MARKETING SUB-PROGRAMME 2: TERTIARY STUDENTS SEGMENT --- p.77 / Introduction --- p.77 / Market Profile Report --- p.77 / Customer Profile Report --- p.79 / Competitive Profile Report --- p.82 / Promotion and Communication --- p.82 / Price --- p.83 / Product Profile Report --- p.85 / Marketing Objectives and Sales Forecast --- p.86 / Marketing Weapons --- p.87 / Pricing Objectives and Strategies --- p.87 / Detail Tactical Plan - Pricing --- p.88 / Promotion Objectives and Strategies --- p.89 / Tactical Action Plan - Promotion --- p.90 / Product Objectives and Strategies --- p.91 / Tactical Action Plan - Product --- p.91 / Overall Tactical Action --- p.91 / Budget --- p.92 / Chapter X --- CONCLUSION --- p.93 / Chapter APPENDIX I - --- CUSTOMER SURVEY QUESTIONNAIRE --- p.95 / Chapter APPENDIX II - --- CUSTOMER SURVEY RESULTS --- p.100 / Chapter APPENDIX III - --- CUSTOMER SURVEY RESULTS (TERTIARY STUDENTS) --- p.110 / Chapter APPENDIX IV - --- TACTICAL ACTION PLAN (TERTIARY STUDENTS) --- p.115 / Chapter APPENDIX V - --- FINANCIAL ANALYSIS (TERTIARY STUDENTS) --- p.115 / BIBLIOGRAPHY --- p.116

by Lee Chi Leung, Edmund, Liu Lei. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2002. / Includes bibliographical references (leaves 77-78). / Questionnaire also in Chinese. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.v / LIST OF FIGURES --- p.viii / ACKNOWLEDGEMENT --- p.xi / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter 1.1 --- Branding in China --- p.1 / Chapter 1.2 --- Branding in Telecommunication Industry in China --- p.4 / Chapter CHAPTER II --- BRANDING OF CHINA UNICOM'S CDMA SERVICE --- p.7 / Chapter 2.1 --- China Unicom --- p.7 / Chapter 2.2 --- Definition of Key Constructs --- p.9 / Chapter 2.4 --- Branding of China Unicom´ةs CDMA Service --- p.19 / Chapter CHAPTER III --- RESEARCH METHODOLOGY --- p.26 / Chapter 3.1 --- Research Objectives --- p.26 / Chapter 3.2 --- Research Design --- p.26 / Chapter 3.3 --- Research Instrument Design --- p.27 / Chapter 3.4 --- Sampling Procedures --- p.29 / Chapter CHAPTER IV --- ANALYSIS OF FINDINGS --- p.30 / Chapter 4.1 --- Focus Group Discussions --- p.30 / Chapter 4.2 --- Survey Findings --- p.31 / Chapter 4.2.1 --- Questions on China Unicom --- p.31 / Chapter 4.2.2 --- Questions on China Unicom's CDMA Service --- p.36 / Chapter 4.2.3 --- Questions on Consumer Behavior and Respondents' Profile --- p.45 / Chapter 4.3 --- Research Limitations --- p.52 / Chapter 4.3.1 --- Scale Ratings --- p.52 / Chapter 4.3.2 --- Frame of Reference - Product Brand Names --- p.52 / Chapter 4.3.3 --- Sampling Procedure --- p.53 / Chapter CHAPTER V --- RECOMMENDATIONS --- p.54 / Chapter 5.2 --- Focus on Customers --- p.54 / Chapter 5.1.1 --- Target Premium Customers --- p.54 / Chapter 5.1.2 --- Create Real Value-for-Money --- p.55 / Chapter 5.1.3 --- Establish Trust in a Long-term Relationship --- p.55 / Chapter 5.2 --- Build a Strong Service Brand --- p.57 / Chapter 5.2.1 --- Enhance Brand Recall --- p.57 / Chapter 5.2.2 --- Build a Strong Corporate Brand --- p.58 / Chapter CHAPTER VI --- CONCLUSION --- p.60 / APPENDIX 1 QUESTIONNAIRE IN SIMPLIFIED CHINESE --- p.62 / APPENDIX 2 QUESTIONNAIRE IN ENGLISH TRANSLATION --- p.65 / APPENDIX 3 SUMMARY OF SURVEY RESULTS --- p.68 / APPENDIX 4 BACKGROUND OF CHINA UNICOM'S CDMA SERVICE --- p.74 / BIBLIOGRAPHY --- p.77 / BOOKS --- p.77 / JOURNAL PAPERS --- p.78 / WEBSITES --- p.79