MANAGING THE BRAND: OPERATOR VIEWS

摘要

Operators have their own views on their brands and how they manage them in the face of expansion and new product launches. MTS vice president and chief commercial officer, Mikhail Gerchuk, says the company is'Very good at building business in emerging markets," and says that experience is key to the company's brand-building strategy.rnGerchuk says the company's brand will benefit in future from its increased retail presence: mobile operators in Russia are buying up handset retailers that have gone bankrupt due to the credit crunch, "so the balance of power is changing,"he says."If we have more of our own shops we can better control the customer experience. Operators will also become the largest handset purchasers and sellers and will be able to use this to their advantage."