Case Dancall


A study of future products and markets in Europe

The case in short

The largest Danish producer of NMT mobile phones only sold products to business markets in those early days. Prices ab manufacturer were around 6-7000 DKK. The sales director was not sure about anything regarding the future; e.g. the product, the new GSM technology and EU legislation; if the telecom companies were to subsidise products, prices etc.
An international panel of professionals were invited to our Delphi-study. - Among other findings, retail prices in the consumer market were estimated at 3000 DKK in 3-5 years.