Abstract
Mexican mobile phone industry has been rapidly changing and growing in the last years due to the dynamic competition among mobile phone operators and mobile phone manufacturers. In this article, it is presented a market share tendency analysis of the main mobile phone operators and manufacturers inside Mexico City undergraduate students market. For the analysis it was taken a sample size of 518 individuals from nine different universities. The market share tendency analysis is based on the application of the Markov Chains model in the complete segment and in different sub segments. The results of this analysis suggest that operators and mobile phone manufacturers behave differently from each other; in competitive structure as well as in speed of customer change inside each market. It is shown that changes between mobile phone brands are more dramatic than changes between mobile phone operators. As well, both industries have different time periods to reach equilibrium between market shares. In this article, also different statements are exposed in order to allow the design of marketing strategies that can modify market shares tendencies for both industries.
Highlights
El sector de telefonía móvil en México y en particular el segmento de estudiantes a nivel universitario con teléfono móvil, ha aumentado significativamente en la última década, únicamente del año 2010 al 2011, su crecimiento fue de 10% (CIU, 2011)
The market share tendency analysis is based on the application of the Markov Chains model in the complete segment and in different sub segments
The results of this analysis suggest that operators and mobile phone manufacturers behave differently from each other; in competitive structure as well as in speed of customer change inside each market
Summary
El sector de telefonía móvil en México y en particular el segmento de estudiantes a nivel universitario con teléfono móvil, ha aumentado significativamente en la última década, únicamente del año 2010 al 2011, su crecimiento fue de 10% (CIU, 2011). La distribución de participación de mercado está concentrada solo en unas cuantas operadoras dando como resultado, según un estudio de la Organización para la Cooperación y Desarrollo Económicos (OCDE), que México en el 2009 haya sido el sexto país a nivel mundial con las tarifas más caras en la provisión de servicios de telefonía móvil (Euromonitor International, 2010a). Hay un porcentaje creciente del mercado de niveles socioeconómicos A/B y C+ que representan el 21% de la población mexicana (7.6% y 13.7% respectivamente) que están adoptando una nueva tendencia en telefonía celular: los “teléfonos inteligentes” o “smartphones” y se espera que la participación de mercado de estos crezca paulatinamente empujada por este sector. Se presentan algunas implicaciones para la toma de decisiones y las conclusiones de la investigación
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