Subject category:
Knowledge, Information and Communication Systems Management
Published by:
INSEAD
Version: March 2004
Length: 23 pages
Data source: Field research
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https://casecent.re/p/8015
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Abstract
This is the first of a two-case series (904-015-1 and 904-016-1). The two cases describe the challenges before Bouygues Telecom as it ponders how to best enter the mobile data space in France. Already successful with 2G services for the French mass market, the path to success in the introduction of the next generation - 3G - telecoms services is not obvious. Some possible entry strategies and business models have been tried in other countries - both in Europe and Asia. How can Bouygues Telecom learn from them to design the best approach for the French market? The set of two cases capture the dilemmas faced by telecoms companies as they ponder how to best introduce 3G services. More generally, the cases illustrate the challenges of launching products and services which are fundamentally new in the marketspace and for which no firm demand pattern exists.
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Abstract
This is the first of a two-case series (904-015-1 and 904-016-1). The two cases describe the challenges before Bouygues Telecom as it ponders how to best enter the mobile data space in France. Already successful with 2G services for the French mass market, the path to success in the introduction of the next generation - 3G - telecoms services is not obvious. Some possible entry strategies and business models have been tried in other countries - both in Europe and Asia. How can Bouygues Telecom learn from them to design the best approach for the French market? The set of two cases capture the dilemmas faced by telecoms companies as they ponder how to best introduce 3G services. More generally, the cases illustrate the challenges of launching products and services which are fundamentally new in the marketspace and for which no firm demand pattern exists.