Analysis Of 3g Uk Mobile Industry And Comparison With Vodafone Network Based On Consumer Satisfaction Survey.

Abstract

Marketing is used to identify the customer, to keep the customer and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business. This study focuses why marketing strategies and planning are important in today's world. Markets are made up of customers with wants and needs. Market planners must provide products and services that are better than those which competitors offer. The organization with the most effective marketing strategy should become the market leader. This project also focuses on mobile industry of UK and its revenue generation. It also provides information on various types of marketing strategies that are used by 3G as well as its pricing policies and product service. There is survey conducted on Consumer satisfaction for 3G and Vodafone. Comparison focuses on the pricing policies of both companies' products as well as overall experience with the products.The objective of the study to do a comparative analysis with Vodafone UK and to find marketing strategies conducted by 3G and to understand marketing strategies better. Moreover to have an overview on the UK mobile industry. The Research Methodology is based on primary data and secondary data. The methodology used involved interaction with the concerned people in organization and study of various documents and guidelines pertaining to the same. 3G is also called third generation. It is named as such because it is the third generation of the standards of telecommunication hardware. It is also the general technology for mobile networking, passing the recent 2.5G. The technology is founded on the ITU or International Telecommunication Union group of standards which belongs to the IMT-2000.The significant contribution of this paper is that 3G market-driving forces are likely to be high data speed with mobile Internet access, mobility, multimedia facilities, video conferencing, etc and 3G wireless technology provides an exciting new development in the way people communicate with each other. It enables us to use a much more comprehensive range of communication than previous forms. Moreover because of the greater bandwidth the new technology offers, there are tremendous benefits to be gained by business and private users. Features such as high-speed internet connections and the transmission of pictures and sound give users access to high-quality information wherever they are. Keywords: Marketing Strategies, Mobile Internet access, Multimedia, technology, telecommunications I. Introduction Twenty years ago, when the mobile phone industry started in the UK, phones were the size and the shape of bricks. They were expensive fashion items for well-heeled City types and did only one thing: make phone calls. The huge progress since is thanks largely to a progressive, deregulated environment, and the work of some pioneers and evangelists who understood where mobile might take us. There are now more mobile phones than UK citizens- 63 million at the last count. These phones are capable of amazing things. Playing music, checking email and playing games are standard practice. It is still evolving incredibly fast. Three years ago there were only a handful of significant companies operating outside the network operators' world, now there are hundreds. A recent survey by O2, conducted in conjunction with Real Business, identified more than 200 independent firms that were creating innovative mobile products and services for businesses and consumers. The survey's list of 50 companies to watch, published this week, accounts for nearly £1bn in revenues in the past year - a sign that mobile is no longer just a poor relation to mainstream telecoms and internet technologies, but an industry in its own right. The implications for UK business are vast. Companies on the 50 to watch list are in some of the fastest-moving and most profitable markets, helping the likes of Google, Disney, Coca-Cola, Ford, Cisco and Visa to develop marketing strategies based on mobile technologies. Aggregators such as WIN (Wireless Information Network) are building applications that save companies significant amounts of money. Companies such as Volantis are helping companies such as the FT, Egg, Norwich Union, Interflora, Ladbrokes and dozens of others to create fully functional mobile versions of their services. Experienced IT directors know how difficult it is to build useful, working mobile applications, and they know they need reliable business partners Opera Telecom, the biggest aggregators in the UK, reported revenues of £99m in 2004, with a £6m profit. And these firms are well-placed to support UK and international businesses. As GSM access expands to more than 200 countries and two billion users, a vast export market is emerging.