Market leadership in the 3G market
A Hutchison 3G case study

Page 5: Asset-led marketing

An asset is something you have possession of. In this case, Hutchison Whampoa owns 3, which is the UK's market leader in 3G. This provides customers with a much greater range of communications benefits than non-3G offerings.

Asset-led marketing involves using your material goods in the most efficient way the market determines this. Wise marketers know that assets work best when they meet customer needs. Market research is therefore seen as imperative for 3. For example, it showed that ITV1 is a highly popular television channel. Research also revealed that 3's customers wanted to watch ITV1 on their phones, so the company formed a link with ITV. The consequence is that 3's network works better to meet customer requirements this is asset-led marketing. Asset-led marketing involves using your material goods in the most efficient way. 3 is continually seeking to improve its network and services. This involves improving:

• the network
• the content available through the network
• links with mobile phone producers
• links with global leaders in internet technology.