Abstract
Networking market is a huge market in UK. We talk about 74 million mobile connections that permitted to make 99 billion outbound calls in 2007. And the market grows by an interesting proportion, as shows the 91% rise of the number of minutes between 2002 and 2007…but these features imply a high competition, with important range of medium to differ and compete.
02 and Vodafone are the biggest networks, but T-Mobile stays as one of the largest, in the UK and at the worldwide level. T-Mobile is a mobile network operator headquartered in Bonn, Germany. It is a subsidiary of Deutsche Telekom and belongs to the FreeMove Business alliance.
Two big offers are presented by the market: PAYG (Pay as You go) that allows buying minutes periodically, without contract, when Pay Monthly is made for contracting on 18 or 24 months against a larger range of services. But both have their own targets.
The competition has created a high proportion of agitation, people backing out from an offer to switch to another to obtain benefit of all the rewards and other attractive offers. This rate (about 10% for T-Mobile) is one of the biggest points of research for the following years.
We'll work to reduce the number of customers leaving for another network by 20,000 in year one and make recommendations on how to sustain this beyond the first year. We'll plan to encourage existing PAYG and Pay monthly customers to sign up and engage with T-Mobiles' loyalty offering. Then, we'll develop a complete marketing strategy before developing a communication plan. Finally, we'll position the whole strategy.
