The research paper describes how the usage of landline is endangered by the invention of new technology. The best foreign country where the telephone manufacturers of USA should market their products is in Ethiopia, Africa. The marketing strategies to target and position the products are also elaborated in the paper. 1. Landline Usage in USA During the 20th century, landline has been the only source of communication in USA. More or less every household had the access to landline for their communicating purpose with the outside world. There have been times when a particular village in USA used to have only one phone and that phone has been their only source of communication with the outside world. Landline not only served as the only mode of communication for the people of USA at that time but it also acted as a savior in time of emergencies. The target market of landline in the 20th century was the upper class people who could afford the costly rental connections. Landline connection was not at all cheap for the lower income group. But with the advent of wireless phones and the Voice Over internet Protocol (VoIP), the use of landline is slowly becoming obsolete. The people of USA are now attracted towards the usage of mobile phones and they also prefer the usage of internet for communicating with their near ones, friends and others (Shimp 322). 2. Declining use of landline in USA The National Health Interview Survey (NHIS) has identified that in June 2010 one of every four American homes has access to wireless telephones and they relied on its services. About 24.9% of the adults in households of USA have deserted the use landline and is using cell phones. 29% of the children in households are also using cell phones and thus in USA the need for landlines are becoming obsolete (Blumberg “Wireless Substitution: Early Release of Estimates from the National Health Interview Survey 2010”). In USA the subscription to wireless connections has risen from 33.8 million in 1995 to 322.9 million in June 2011 (“American Community Survey”). The reason behind this rising number of cell phone users are due to its feature that it can be carried to any place. Cell phone has the advantage of communicating with anybody at any point of time. The texting option has also become popular among the youths of USA, which has totally removed the use of landline by the youth. (“US Wireless Industry”) Another reason for landline becoming obsolete is the injection of 3G in the USA market. 3G Internet connections have made it possible for the mass to communicate with their close ones more conveniently through video chat. It has been seen that USA has the most unique subscribers of 3G than any countries (“Submissions Accepted for MobileCON 2013 Best Mobile IT Solutions of the Year”). About 32.9 % of the people living in poverty have also been using wireless telephones of cell phones. This shows the popularity of cell phones among all classes of people in USA. This also implies that cell phone connections are quite affordable (Blumberg “Wireless Substitution: Early Release of Estimates from the National Health Interview Survey 2010”). It has been said for color television it took 21 years to reach every house of the
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Marketing Table of Contents Introduction 3 1. Landline Usage in USA 3 2. Declining use of landline in USA 4 3. Three possible actions that should have taken by the marketers of landline 5 4. Ethiopia - Best Foreign country to market the product 6 5. Segmentation and positioning of landline in Ethiopia 6 Works Cited 8 Name of the Student: Name of the Professor: Course Number: Date of the Paper: Marketing Product Assessment Introduction The research paper elaborates the fact behind obsolescence of land line usage in United States of America (USA)…
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7 pages (1750 words)Research Paper
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