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CS5261 Group 8 Presentation - US Mobile Industry

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CS5261 Group 8 Presentation - US Mobile Industry …

CS5261 Group 8 Presentation - US Mobile Industry

14 Nov 2007

Published in: Technology

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  • Advanced Mobile Phone System (AMPS) is the analog mobile phone system standard developed by Bell Labs, and officially introduced in the Americas in 1983.
    GSM (TDMA-based), originally from Europe but used worldwide (Time Division Multiple Access)
    iDEN (TDMA-based), proprietary network used by Nextel in the United States and Telus Mobility in Canada
    IS-136 aka D-AMPS, (TDMA-based, commonly referred as simply TDMA in the US), used in the Americas
    IS-95 aka cdmaOne, (CDMA-based, commonly referred as simply CDMA in the US), used in the Americas and parts of Asia
    Universal Mobile Telecommunications System (UMTS) is one of the third-generation (3G) cell phone technologies.
    CDMA2000 is a hybrid 2.5G / 3G protocol of mobile telecommunications standards that use CDMA, a multiple access scheme for digital radio, to send voice, data, and signalling data (such as a dialed telephone number) between mobile phones and cell sites. CDMA2000 is considered a 2.5G protocol in 1xRTT and a 3G protocol in EVDO.
  • Transcript

    • 1. 2007 Group 8 Oh Kwang Shin Peng Yee Nar Tong Nguyen Quynh Tram Tran Nguyen Thuy Duong Tran Quang Hien Vu Tung Lam US Mobile Service Industry
    • 2. US Mobile Service Industry 14 Nov 2007 2 AgendaAgenda • Background • SWOT Analysis • Recommended Strategy • Current Pricing Plan • Unique Pricing Strategy • Final Remark
    • 3. US Mobile Service Industry 14 Nov 2007 3 Background - USBackground - US • Area – 3.79 million square miles (9.83 million km²) – Singapore: 271.8 square miles (704 km²) • Population – Over 300 million – Singapore: 4.68 million • Federal Constitutional Republic – Comprising 50 states and a federal district – Different rules in different states • Largest national economy in the world
    • 4. US Mobile Service Industry 14 Nov 2007 4 Background –Background – US Mobile IndustryUS Mobile Industry • Many mobile operators – Nation-wide: cover >80% population area • AT&T Inc., Verizon, Sprint Nextel and T-Mobile – Region-wide: within several regions – Mobile Virtual Network Operators (MVNO) • Do not own or operate a wireless network • Resell wireless service under their brand name • Heterogeneous technologies – 3rd generation: UMTS, CDMA 1xRTT/EV-DO – 2nd generation: GSM, CDMA, TDMA, iDEN – 1st generation: analogue technology (AMPS)
    • 5. US Mobile Service Industry 14 Nov 2007 5 Background –Background – Stock PriceStock Price AT&T Inc. Sprint Nextel
    • 6. US Mobile Service Industry 14 Nov 2007 6 Strengths SWOT AnalysisSWOT Analysis of AT&T Inc.of AT&T Inc. Helpful to achieving the objective Harmful to achieving the objective International coverage Enterprise experience Strong market strategy Innovative products High churn rate Poor customer satisfaction Cash flow problem Acquisition plan Sales of iPhones iPhone security hack Threat from competitor Non-telecom industry (Google Inc.) Saturated market Internalorigin attributesofthe organization Exter attrib environ S O T W
    • 7. US Mobile Service Industry 14 Nov 2007 7 Recommended StrategyRecommended Strategy for AT&T Inc.for AT&T Inc. • Continue strong market strategies and innovative products to attract customers • Focus on young customer to achieve higher growth of subscriber • Customer loyalty program • WiMAX – emerging technology
    • 8. US Mobile Service Industry 14 Nov 2007 8 AT&T Pricing PlanAT&T Pricing Plan -- IndividualIndividual
    • 9. US Mobile Service Industry 14 Nov 2007 9 AT&T Pricing PlanAT&T Pricing Plan -- FamilyTalkFamilyTalk
    • 10. US Mobile Service Industry 14 Nov 2007 10 Pricing StrategyPricing Strategy - AT&T Inc.- AT&T Inc. • Grouping targeted users – Individual users – Business users – Family users • Versioning in monthly minutes – 500 ~ 6000 minutes nation plans • Bundling in FamilyTalk plans – First two lines for one low price – Each additional line for US$9.99/mth
    • 11. US Mobile Service Industry 14 Nov 2007 11 Unique PromotionalUnique Promotional Strategy - AT&T Inc.Strategy - AT&T Inc. • Exclusive deal with AT&T and Apple – Grab iPhone with any two-year contract • Apple iPhone – US$399 requiring 2-year plan – 1.1 million subscribers – Roughly 40 percent of those subscribers were new AT&T customers
    • 12. US Mobile Service Industry 14 Nov 2007 12 Final RemarkFinal Remark • Decrease of mobile phone subscribers growth rate • Strong competition – 75% market share: AT&T Inc., Verizon Wireless and Sprint Nextel • Heterogeneous technologies – AT&T Inc.: GSM – Verizon Wireless and Sprint Nextel: CDMA with 3G (1xRTT and EV-DO) – T-Mobile: W-CDMA – Sprint Nextel: WiMAX-based 4G platform