This is the first of two series of cases. Case series explores innovative Smart Telecommunications Inc in serving low-income clients in the Philippines. The case provides a basis for developing strategies to serve low-income consumers in developing countries - 4A. This structure is an adaptation of the classic 4P marketing, which are likely to have been covered at the beginning of any marketing. Case (A) provides an overview of the mobile phone market in the Philippines in early 2003, as well as demographic and socio-economic information. According to analysts, the mobile phone market in the country is moving towards saturation due to the fact that most people are not able to pay for mobile services. It is believed that in the best case, 35% of the population will be using mobile phones by 2008. CEO of Smart, Napoleon L Nazareno wondered if it might be beneficial to provide massive but still untapped pool of low-income consumers, or whether the company should focus on implementing market development opportunities to increase revenue from existing customers. "Hide
by Jamie Anderson, AV Vedpuriswar, Arun Khan Source: ESMT - European School of Management and Technology 7 pages. Publication Date: September 1, 2005. Prod. #: ES0321-PDF-ENG
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