Harrison, AndrewMartins, Mariana Paz Lopes2025-02-242024-01-242023-11-28http://hdl.handle.net/10362/179628This thesis examines the dynamics of the mobile telecommunications industry, focusing on WTF, a sub-brand under the NOS umbrella specifically tailored for a youthful audience, emphasizing customer satisfaction, the impact of net neutrality regulations, and strategies for engaging the youth segment. Qualitative interviews and a quantitative survey provide comprehensive insights. Findings underscore the role of data and partnerships in shaping consumer preferences, the nuanced effects of net neutrality, and the strategic importance of the youth demographic.engNet neutralityCustomer satisfactionRetentionYouth segmentmaster thesis203865499