Alltel Research Project

Team Sara(h): Sara Bender, Matt Creasman & Sarah White

Definitions

Management Decision Problem = What should be done to improve Alltel’s market share in the youth/young adult (ages 18-25) wireless market?

Research Problem = To determine young adult preferences and purchase intentions for the wireless market

Preferences

What is most important to you when considering a wireless carrier?

Is it rate structures, technology, handset style, or coverage areas?

What is the key driver?

Handset

Does your current phone have a camera? How often do you use it?

What is important to you on your handset? What is absolutely essential? What things can you do without?

Do you use the Internet on your handset? How often?

How important is text messaging? Ring tones?

Switching Costs

What would lead you to switch carriers?Why did you choose your current

carrier? Are you satisfied with your current carrier? Why or why not?

What are wireless carrier deal-breakers?

Complexity

Do you understand how to read your bill (e.g., do you understand how you are billed for the time you spend on the Internet)?

Are there other things you don’t use on your handset because you either don’t understand them or are worried about being billed for them?

Longevity

How many different cell phones have you had?

How may wireless carriers have you had since using a cell phone?

How often do you think you should keep a cell phone before upgrading?

Marketing

Are Alltel’s current commercials relevant for the youth/young adult segment?

What kind of “celebrity” would play well with this segment? Does Alltel even need celebrities to market to this segment (see: Cingular)?

What about showing young people and using humor in commercials?

Handset

If the opportunity to upgrade your handset every three months was written into your contract, would this be attractive to you? Do upgrades matter?

How important are sim. cards (e.g., devices which save phone numbers, pictures, ring tones, planners, etc.)? Would you pay extra for them?

Music

Do you currently own an iPod or other mpeg player?

Are mpegs important to consider when purchasing a handset?