1 Case Study – Mobile Printing Mobile Printing Market Evaluation in Singapore The challenge A Fortune 500 ICT vendor was jointly developing a technology platform with a mobile phone vendor that allowed wireless printing through mobile phones. The pilot was planned to be launched in Singapore. The objective of the study was to evaluate the market potential for wireless direct printing from data-enabled phones and PDAs. The process Spire commenced the project with in-depth interviews with various mobile phone and PDA final-tier channels. Our consultants also held interviews with end-users of data-enabled phones or high-end PDAs, based on quotas by specific “employment profile” (e.g. frequent flyers), to gauge market receptiveness to the new product concept. In-depth inter

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