The US Wireless Market: Enterprise in Consumer Clothes?
The US wireless market’s explosive growth to over 400 million users in less than 20 years was fueled not just by technology, but by the carrier’s ability to create perceived value. Free phones, unlimited service, and a “wireless experience” created a perceived value that remains the primary, and very successful, carrier strategy to drive growth. This strategy is driven by perceived value, or in this case perceived cost, but not the actual cost.
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