Introduction Page 3 - 4
Executive Summary Page 5
Orange Company Background Page 6
SLEPT Analysis< Page 7 - 8
SWOT Analysis< Page 9
Competitor Analysis< Page 10 - 11
Conclusion< ;Page 12
Recommendations & lt Page 12
Delivering services in telecommunication segments which are switching, transmissions, mobile, access, PABX, Datacom.
In year 2001, the total market size of mobile segment was $850 million (source from www.mintel.com) in the UK, which was 80% of the total telecommunications market. We can see that the mobile phone market is the major driver. However, the market has reached saturation, because around 80% of UK households now own a mobile phone. Sales of mobiles phones fell dramatically, it was the reason causing the closure of an estimated 1,000 retail outlets.
The mobile network operators focus on customer revenue generation. It means they are now looking not to acquire new customers, but to increase the level of revenue generated by each customer, and to increase their proportion of higher value pay-monthly customers.
This report looks at the recent changes in telecommunication market, analysis the environment and competitors, and then gives recommendations to the company.
The explosive growth of mobile business was mainly due to pre-pay sector. It made the number of mobile phone user reached saturation earlier than expected. Network operators started to remove the pre-pay handsets subsidies, and introduced the better value of pay-monthly tariffs. The numbers of pay-monthly contracts were rising already. The purpose of doing that was to increase the revenue generation on each customer in this saturated market. To do this, network operators now focus on the content and functionality in the provided service. They also relied on the specialist retailers to bring large quantities of high quality customers. Non-specialist retailers need to decide whether they...