Proof that handset brands help sell wireless plans; Google study finds many shoppers seek a particular manufacturer, not just a reliable network
Advertising Age
By Rita Chang
The iPhone has shown the world that high-end, integrated multimedia handsets have immense promotional value and correlate with higher revenue per subscriber.
What do you do when you have one of the fattest marketing wallets in the world, but a chunk of your potential customers are being drawn in by ancillary offerings made by third parties who get big payouts from you because they’re the deal-closer?
If you’re AT&T Mobility and Verizon Wireless, whose marketing budgets rank second and third, respectively, after Procter & Gamble, you may want to take note of a Google Inc. study that found more than one in two wireless shoppers said handsets played a major role in their purchase decisions.