WiMAX is a new mobile technology which provides high bandwidth and VoIP service. Therefore, WiMAX will bring effects to 3G telecom market. It is important that 3G telecom how to face WiMAX effects and WiMAX telecom how to enter the telecom market. Because WiMAX does not operate popularly and literatures usually only compare technology between WiMAX and 3G, this research discusses pricing strategy of the WiMAX and 3G. This study discusses WiMAX and 3G based on MEC Model and Customer Differentiation Matrix, and uses price and platform of the MEC Model and customer valuation and customer need of the Customer Differentiation Matrix to discuss strategic position. This research uses case study to interview executive managers of the WiMAX and 3G telecoms. According to interview results and secondary data, this study concludes telecom strategic positions. These results: (1) voice service will become mass market; (2) mobile value-added service will become important strategy; (3) WiMAX telecom will enter telecom market quickly; (4) WiMAX is not only a competitive role but also a complementary role; (5) mobile telecom will become personalized service. This conclusion discusses WiMAX and 3G positions according to marketing strategy. The telecom market will create new pricing strategy due to market competition after WiMAX enters telecom market.

Background: Organizations desire to create and maintain a strong and long-lasting relationship with their consumers. Firms enjoy many benefits through the loyalty of customers, such as lower marketing costs, increased revenue, and much more. Our study pinpoints two specific elements within brand loyalty that are in need of research: brand longevity, which describes the duration of a brand’s activeness, and customer loyalty to disliked brands. Furthermore, our study tries to identify how consumers add value during their relationship with the video game franchise FIFA. We identified the video game franchise FIFA as a perfect fit for this study; a criticized franchise that has been successful since 1993. Research Purpose: The purpose of this research is to understand why a disliked brand stays successful despite increasing criticisms from critics and consumers. Research Problem: Our study identified a need for further investigation into the concept of brand longevity, brands with a rich heritage would benefit from understanding their assemblage. Furthermore, qualitative research is needed to address the lack of knowledge of loyalty for disliked brands in other cultural and demographical contexts. Finally, more insights about customer value are needed to better understand how firms can evaluate their customers. Research Question: How is FIFA able to attain such longevity, despite receiving strong critics on their annual products? Method: Ontology through a relativistic scope - Epistemology with a social constructionism view - 20 Semi-structured Interviews - Snowball Sampling for gathering participants - Content Analysis for analyzing and coding the data. Conclusion: Our study managed to identify several drivers that keep consumers loyal to FIFA. We also identified how the community of FIFA perceives the environment of the franchise. Finally, the intensity of the value contribution has been outlined to illustrate how consumer differs from each other. Practical Implications: Emerging from our findings, implications are formulated for franchises, brands, and firms in general, both inside and outside of the gaming industry.