Free company: Case study

Abstract

Free adventure begins in April 1999 and the company now ranks as the second French Internet Service Provider. Free belongs to Iliad group, a telecommunications specialist. According to the website of the company, business development is based on the model of a "French Internet provider", backed by a telecom operator. In 2012, Free had gained the fourth 3G mobile licence and is now not only an ISP but also a mobile operator.

Its specificities lies in the ultra-competitive prices that can be explained by a good knowledge of the network. This strategy allows a complete control costs and a very interesting positioning compared to the competition.

As far as the marketing is concerned, simplicity and readability are the strengths of Free's: an offer, a price, a technology and not a multitude of packages. Thus, Free's communication is much lighter than the competition. In addition, the company offers constantly promising innovations and stands as a leader in the field of new applications in order to maintain competitiveness despite stable prices