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The first step was to get a better understanding of the motivation behind this new market – the pain-points customers felt with current mobile devices, and their frustrations from using them to improve their personal or professional productivity. Global messaging research allowed us to gain a better understanding of the opportunities and issues of the marketplace. From this, we refined and developed a three-tiered messaging strategy, focused on the role of the brand, five top product benefits, and specific service and feature messages. Turning theoretical research into real marketplace messaging execution was key to maximize the success of the learning. |
| To illustrate the new messaging, we created communications to both internal and external audiences that explained the customer pain-points and how Windows Mobile could solve them. |
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