mercredi 11 janvier 2006
Synthesis
Over the
years, Great-Britain has become Europe’s new pole of innovation in mobile
activities. There are five main network operators, but new competition is
growing. The arrival of MVNO’s on the market forces the providers to rethink
their strategy.
MVNO’s
almost only have to hire telephone lines to become established; this is why
they represent a threat to Vodafone, O2, T-Mobile and Three. In reaction,
T-mobile has decided to bargain with these new competitors to make up for the
dropping market share.
Spawning
consumers’ appetite for 3G technology is harder than one would have initially
thought. Consumers don’t seem impatient to adopt this technology yet, despite
for example the massive success of camera-embedded mobile phones. As a matter of
fact, this success hides the fact that operators tried to trivialize this kind
of product to justify the establishment of 3G networks. 2.5G is rather used as a temporary technology as it is more
adapted to today’s consumers’ demand and operators’ costs.
Aware of the new markets’ trends, operators tend to adapt their strategies, for example by offering a “mixed-service”: mobile and fixed line telephony services. To deal with their competitors, providers try to keep their customers, but also to entice their competitors’ clientele. Moreover, customer and after-sales services have increasingly become determining, and both the operators and the retailers have discerned this alteration. Telephone operators made the mobile phone a fashion accessory via intense marketing, targeting mostly the younger generation.
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