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Opportunity

Houston Cellular was a rapidly growing joint venture of ATT Wireless and Bell South. However, the market for cellular service providers was beginning to undergo tumultuous change with the coming launch of multiple new PCS competitors.

Challenge

The company needed to redefine how it competed and needed to create and nurture a new marketing oriented culture, yet lacked a marketing department and marketing strategy.

Action

Developed and implemented the company’s first marketing strategy. Developed an integrated marketing campaign to dispel misperceptions about the brand and its geographic coverage. Created the brand strategy and naming for the first wireless smartphone in the US, the Houston Cellular Smartphone, pre-empting the news value that the PCS carriers expected to create when they launched.

Result

Grew revenue from $100 million to $250 million in two years. Grew market share by 4 points, despite launch of multiple new competitors, overtaking the market leader to become the #1 brand in its region.





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