Designed by KTF: A Telecoms Case Study

By Won-Kik Lee, IFP Co. Ltd., and Bo-Young Kim, IDS & Associates
From the Design Management Review, Winter 2008

Like many of today's industries, the mobile telecommunications industry has reached a point at which advanced technology is taken for granted. Customers are looking for a unique experience or style, and that kind of desire often involves services rather than the products themselves. In such cases, design focuses on communication with consumers, involving the service product's brand and the company's image.

In this case study, business consultants Won-Sik Lee and Bo-Young Kim have written about KTS, Korea's leading mobile carrier, and its campaign to bring its service-and an appreciation of the design that has gone into that service-into the consciousness of its customers. Focusing on the perception of KTS services as fun, as well as convenient and leading-edge, the company has promoted an ad campaign entitled Designed by KTF.

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