Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Abstract

3G (third generation) technology attracted the attention of mobile phone operators, who spent US$130 billion in Europe to acquire 3G spectrum licenses in 2000. 3G became popular as it offered operators cost effectiveness in providing services for users. Vodafone joined the race to launch 3G technology by focusing on providing content services to users. The company launched a £15 million advertising campaign to promote its content services and to boost subscription rates. But with several other mobile phone operators also following a similar strategy, analysts are sceptical about the company''s ability to recover the investment made on the spectrum license and on the promotion of 3G. The case gives an insight into 3G mobile phone technology and the marketing strategies being followed by Vodafone in promoting its 3G services. The case also provides scope to discuss whether Vodafone would be able to succeed in its 3G venture. A structured assignment ''305-603-4'' is available to accompany this case.
Location:
Industry:
Other setting(s):
October 2005

About

Abstract

3G (third generation) technology attracted the attention of mobile phone operators, who spent US$130 billion in Europe to acquire 3G spectrum licenses in 2000. 3G became popular as it offered operators cost effectiveness in providing services for users. Vodafone joined the race to launch 3G technology by focusing on providing content services to users. The company launched a £15 million advertising campaign to promote its content services and to boost subscription rates. But with several other mobile phone operators also following a similar strategy, analysts are sceptical about the company''s ability to recover the investment made on the spectrum license and on the promotion of 3G. The case gives an insight into 3G mobile phone technology and the marketing strategies being followed by Vodafone in promoting its 3G services. The case also provides scope to discuss whether Vodafone would be able to succeed in its 3G venture. A structured assignment ''305-603-4'' is available to accompany this case.

Settings

Location:
Industry:
Other setting(s):
October 2005

Related