Marketing in the Mobile Phone Industry

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Marketing in the Mobile Phone Industry We have chosen to investigate the following mobile phone companies:- · BT Cellnet · One2One · Orange We will be closely investigating another mobile phone network called Vodafone against the other three companies where we will be discussing Vodafone's competitive advantage against BTCellnet's long established cellular company of British Telecom and comparing the newly established company, One2One and how it threatens Vodafone. We will be creating and discussing SWOT analysis for these companies and explaining their current positioning. We will then be explaining how these four companies positioning will change within the next ten years from the results we have in our SWOT. Mobile Phone Description and History There has been massive change in the mobile phone industry since it was first launched in the 1980's. In recent years, four main players have dominated the industry, which are the companies we are discussing. Originally, two main players, Vodafone and Cellnet started the mobile telephone network. Vodafone History [IMAGE] The Racal group founded Vodafone in 1982 and was the first mobile phone provider in the UK. The groups become public in 1988 when it floated on the New York Stock Exchange and in 1993, Vodafone and Racal demerged to become Vodafone Group PLC. The same year, the company was the first to launch an all-digital service called GSM (Global System for Mobile Communication) network. Independent suppliers for mobile telephones have classed Vodafone as the market leader for network service and the most technologically advanced with t... ... middle of paper ... ... distinction between off-peak and peak calls. One2One mainly dominate the London area, but only cover 98% of the country. However, they were the first and only company to offer limitless local land-line calls every night after 6.00pm and all day at the weekend. Target Customers One2One are still targeting the less affluent population in the London area as their service does not cover the whole country. They offer some business tariffs but they are not as competitive as Vodafone's or BT Cellnet's. Along with Orange, they are targeting the leisure market and see this as the most profitable. Promotion One2One competes heavily along with the other mobile communications giants on prime time television. They retail within their own branches, via the internet and through retailer like The Car Phone Warehouse.

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