Abstract
 Profit Driven Geomarketing Initiatives on Mobile Telecommunications Track: Telecommunications and Location-Based Services Author(s): Bruno Marsili Operating in a tough competitive market such as the mobile communications in Brazil, Telecom Italia Mobile seeks for market leadership based on a sustainable company growth. The use of GIS as an integrated geo-database with comprehensive information (customer information and usage, distribution channel, demographics and market census), supports market behavior analysis and drives the implementation of tactical regional marketing plans. The understanding of our customer base, as well as the local market, allow us to boost marketing initiatives and consequently, company results. The current case study will present marketing initiatives based on top customers retention and value added services usage incentives, analyzed from a geographic point of view. Bruno Marsili TIM Brasil Av Americas, 3434 Bl. 1 - 4th Floor Rio de Janeiro , Rio de Janeiro 22610001 BR Phone: 55 21 8113-1109 E-mail: bmarsili@timbrasil.com.br |
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