Product details

The case deals with the launching of a new service: Timmy-Tim Card. Timmy - Tim Card is a by-consumption service created by Telecom Italia Mobile, which enables users to make and receive phone calls without purchasing a subscription. The case opens with a brief presentation of the development of mobile telephony in Italy and the history of Telecom Italia Mobile. The central portion of the case history is taken up by an analysis of the development of the demand and a presentation of the services offered by the two companies that operate on the Italian market. The last paragraph describes the qualitative and quantitative research carried out to test the new service concept and the problems regarding whether the service was commercially viable and the potential financial return.