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Case
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Reference no. 505-089-1
Subject category: Marketing
Authors: Arianna Brioschi (SDA Bocconi School of Management)
Published by: SDA Bocconi
Published in: 2005
Length: 21 pages
Data source: Field research
Topics: Mobile phone industry; Cellular phone industry; Segmentation; Innovation; Product launch
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Abstract

The mobile telephony market is without a doubt one of the most dynamic and competitive in the world. The level and speed of technological evolution, together with the rate of diffusion and adoption of innovations on the market, have resulted in extraordinary growth of the business. After giving an overview of the Italian cellular phone market evolution, the case presents the history of the Tim prepaid mobile phone card, using the multiple segmentation approach.
Location:
Italy
Industry:
Mobile communication
Size:
Large
Other setting(s):
1998-2000
Teaching note
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Reference no. 505-089-8
Subject category: Marketing
Authors: Arianna Brioschi (SDA Bocconi School of Management); Kurt Matzler (Alpen-Adria-Universitat Klagenfurt, Fakultät für Wirtschafts- und Rechtswissenschaften)
Published by: SDA Bocconi
Published in: 2005
Length: 10 pages
Data source: Field research
View full details

About

Abstract

The mobile telephony market is without a doubt one of the most dynamic and competitive in the world. The level and speed of technological evolution, together with the rate of diffusion and adoption of innovations on the market, have resulted in extraordinary growth of the business. After giving an overview of the Italian cellular phone market evolution, the case presents the history of the Tim prepaid mobile phone card, using the multiple segmentation approach.

Settings

Location:
Italy
Industry:
Mobile communication
Size:
Large
Other setting(s):
1998-2000

Related

Teaching note
-
Reference no. 505-089-8
Subject category: Marketing
Authors: Arianna Brioschi (SDA Bocconi School of Management); Kurt Matzler (Alpen-Adria-Universitat Klagenfurt, Fakultät für Wirtschafts- und Rechtswissenschaften)
Published by: SDA Bocconi
Published in: 2005
Length: 10 pages
Data source: Field research
View full details