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Marketing seen key to wireless firms' success
Posted: 05-May-2001 [Source: Reuters]

[Marketing viewed as a major reason for the US trailing Europe in mobile handset use.]

New York -- "The United States trails Europe in wireless phone use in part because of failed marketing, a consultant with the DiamondCluster International Inc. (NasdaqNM:DTPI - news) business strategy company said on Friday.

"Dominic Endicott, a wireless telephone consultant, said U.S. companies needed to follow Europe's example and create handsets that are easier to buy as well as higher-profile brands.

"The thing that is really holding them (U.S. companies) back is marketing," he told Reuters in an interview.

"The United States is the world's biggest market for wireless phones, but lags behind Europe in terms of percentage of people that use them."


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