Name
Accounting 512
November 16, 2013

Have Americans plateaued when it comes to upgrading their smartphones? This is the question companies like AT&T and Apple are wondering as there revenue growth continues to decline. There are less and less customers trading in their devices these days for more advanced models and this has been a reoccurring trend over the last few years. According to the UBS AG the numbers turned negative last year when about 68 million people in the U.S. upgraded their phones. This sounded wonderful to me until I learned these numbers were down 9% from the previous year. UBS predicts that the numbers will continue to decline this year as well. This article was a prime example where I could see how business process management is used. The market is flooded with companies offering deals for wireless phones and devices. If you walk into the mall more than likely someone will yell out “what wireless plan do you have”? This article is important to marketing management because this industry illustrated some of the key strategies recently discussed in my classes, further explaining the process. Identify process for change, analyze existing process, design the new process, implement the new process, and continuous measurement. All of these are crucial and critical to having a good marketing management strategy in this cut-throat business. The article speaks on how quickly the market can reject a concept or idea. Most say we are living in a technology based world but this article proved even that’s not consumer proof. The cycle has been that the market slows down about every four or five years. The industry continues to be financially profitable so it’s not claiming that the current marketing strategies aren't being productive or should be totally restructured. I believe they may need a little tweaking though to ensure proper