1. Should Telenor offer financial services in retail banking in Serbia? If it does, what strategic type of financial services (i.e., m-payment services vs. being a mobile or full retail bank)? What are the risks and the opportunities?

2. Which of the six segments should Telenor target? Are there potential sub-segments within the attitudinal segments?

3. What could the brand positioning look like? What brand pillars should Telenor focus on?

4. Should Telenor leverage its brand or come up with a new brand to avoid the risk of brand dilution?

5. How could Telenor bring the offering to life through different marketing mix decisions?

a. What should the actual product feel and look like?

b. What is the ideal way to communicate about it? How should Telenor allocate resources to earned vs. paid vs. owned media?

c. What should be the message?

d. What product and service offers make sense?

e. Should Telenor have branches, use existing telecommunication branches, or have no branches? How to reach out to customers?

f. How should the new financial service be priced?