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Wireless Services for Russian and Ukrainian-Americans. How to win: Hearts and Minds Marketing

  • ID: 58439
  • Report
  • April 2004
  • Region: Russia, United States
  • 30 Pages
  • Global Advertising Strategies
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FEATURED COMPANIES

  • AT&T Wireless
  • Cingular
  • Nextel
  • Sprint PCS
  • T-Mobile
  • Verizon Wireless
  • MORE
Russian- and Ukrainian-Americans spend at least $400 million annually on wireless services, not counting phone and headset sales. Nevertheless, Global has established that wireless carriers don't target this market specifically, and as a result there is no market dominant. T-Mobile leads with a slight margin in market share with Russian Americans; Ukrainian Americans slightly prefer AT&T Wireless to other providers . Similarly there is no clear winner on the vendor side: Ukrainian-Americans prefer Motorola phones and Russian-Americans tend to pick Samsung phones.

Market Characteristics

1.The top feature Russians use on their phones is text messaging (similar to Poles), and notebooks. Ukrainians often use calculator and alarm. Gaming, which only recently has broken into a cell-phone industry, is occupying the two markets, gradually gaining popularity, especially among younger population of Russian- and Ukrainian-Americans.

2. Ukrainians divide in preferences of prepaid vs. contract-based phone plans. Russians almost do not use prepaid wireless services plans and prefer contract-based plans. Numbers show that marketers might think on differentiating their promotional message targeting various ethnic groups, even within the Eastern European American segment.

3. Russians love style, and design of their phones is one of the most popular features that persuade them to choose a specific phone model. Ukrainians are no different - design of the phone rules on that market.
Note: Product cover images may vary from those shown
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FEATURED COMPANIES

  • AT&T Wireless
  • Cingular
  • Nextel
  • Sprint PCS
  • T-Mobile
  • Verizon Wireless
  • MORE
INTRODUCTION
MARKET DATA
Major Ethnic Groups in the US
Possession of Bachelor’s Degree or Higher among the Ethnic Markets in the US
Eastern and Central European American Markets. Population Distribution

METHODOLOGY
Subjects
Procedure

UKRAINIAN-AMERICANS
Detailed Results
Market Share of Wireless Phone Providers
Choice Between Prepaid vs. Contract-based Services
Features that Play a Key Role in Choosing Wireless Provider
Sources of Information that Played at Least Some Role in Choosing Wireless Provider
Market Share of Cell Phone Manufacturers
Features that Play a Key Role in Choosing Cellular Phone
Usage of Additional Phone Features
Average Cell Phone Bill
Percentage of Respondents who Use Their Cell Phone to Make International Calls
Percentage of Respondents Who Use Their Cell Phone Abroad

EVALUATION CHARTS
Verizon Wireless
AT&T Wireless
T-Mobile
Sprint PCS
Cingular
Nextel

RUSSIAN-AMERICANS
Detailed Results
Market Share of Wireless Phone Providers
Percentage of Respondents Who Purchase Phone and Service from Provider vs. Those
Who Do So from Dealer
Choice Between Prepaid vs. Contract-based Services
Features that Play a Key Role in Choosing Wireless Provider
Sources of Information that Played Role in Choosing Wireless Provider
Market Share of Cell Phone Manufacturers
Features that Play Key Role in Choosing Cellular Phone
Usage of Additional Phone Features
Average Cell Phone Bill
Percentage of Respondents who Use Their Cell Phone to Make International Calls
Percentage of Respondents Who Use Their Cell Phone Abroad

EVALUATION CHARTS
Verizon Wireless
T-Mobile
AT&T Wireless
Sprint PCS
Cingular
Nextel
Note: Product cover images may vary from those shown
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- Verizon Wireless
- T-Mobile
- AT&T Wireless
- Sprint PCS
- Cingular
- Nextel
Note: Product cover images may vary from those shown
5 of 5
Note: Product cover images may vary from those shown
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