Marketing Emdico Case

TYCO MOBILES
1. Telecom market in Spain
Telefonica S.A.
Vodafone España S.A.
France Telecom España S.A.
Cableuropa S.A.
Ono Midco S.A.
Xfera Moviles S.A.
Jazz Telecom S.A.
Nokia Spain S.A.BT España
The Phone House
2. Industry characteristics and trends
- High capital investment and innovation cost
- High customer churn rate
- Economies of scale between OEM and ContractManufacturers
- Complex supply chain from contract manufacturer to end consumer
- Skilled human capital requirement
- Global nature of products for plug and play
Trends
- Globalization of services – globaloperations in localized environments
- Bundling of services
- Frequent new product, services and tariff introductions
- Shortening of product life cycles
MOBILE
* PREPAID
* POST PAID
*BUNDLED SERVICES
LEASED LINES
BANDWIDTH
SPACE SEGMENTS
Other Local Service Offerings
* Pay Telephone Service
* Private Network Link
Toll (Long Distance) Service
* Interregional
*Intraregional

2. Pricing structure of telecom companies
Local Exchange Service
– Flat Rate
Residential
Business
– Measured Rate

• Residential
• Business
– Extended Area Service
–Special Features (Call Waiting, Call Forwarding)
– Nonrecurring Service Charges/One off charges
Access Services
* Switched Access
* Special Access /POP
MARGINAL COST
FULLY DISTRIBUTED COSTSTREAMS:
* CONNECTION
* SUBCRIPTION/MONTHLY ACCESS
* LOCAL CALL
* DOMESTIC CALL
* INTERNATIONAL CALL
 

Interconnection
Resale/wholesale
PRICING METHODOLOGIES
Value of Service* Basic telephony
* Premium (special numbers)
* Data
* Value Added

3. What do costumers consider when deciding a telecom company?

Individuals consider the promotions, offers andthe prices first. Quality of connection and customer service are also important. Also, the loyalty programs (points) and services that the company offer to customers. Other clients’ opinions and...