Wireless Services for Ukrainian and Russian-Americans. How to Win: Hearts and Minds Marketing. (Survey)Global Advertising Strategies, Inc.April 14, 2004 29 Pages - SKU: GLA975895 |
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. |
