Analysys Mason has developed a systematic approach to creating effective market entry strategies. The approach involves comprehensive analysis of the market, competitors, regulations and internal assets. It results in a clear strategy that establishes objectives, positioning, target segments and strategic directions. Analysys Mason then develops detailed tactical plans covering pricing, branding, sales, products and launch phasing to enable efficient implementation and control market introduction. The structured process and coordination between strategy, business planning and technical teams helps ensure a coordinated market entry.

1. Market entry strategy Q2 2008

9. Analysys Mason has assisted several new entrants worldwide in developing their market entry strategies Project focus Client type Key project results Development of a mobile strategy (including UMTS, CDMA 2000 and WiMAX technologies) North African alternative fixed and mobile operator Analysys Mason developed a robust strategy for entering the mobile market by developing alternative service propositions and marketing strategies and analysing different technology options (UMTS, CDMA 2000 and WiMAX), roll-out approaches and handset strategies. Analysys Mason has also developed high level financials for the various options in order to make a detailed recommendation. Our conclusions were accepted by the Board and we were praised for our clear reasoning and innovative approach Launch support Asian wireless operator Analysys Mason worked as part of a wider team to support the launch of a new mobile operator in a developing Asian country. The task consisted of business planning, international connectivity assessment and program management support Assessment of a mobile entry strategy offering limited mobility services North African fixed operator Analysys Mason provided insight into successful market entry strategies employed by late mobile entrants and examined markets and operator performances where spectrum obtained initially or permanently constrained to offer limited mobility services Development of a mobile business strategy for a new entrant Western European fixed operator Analysys Mason worked as part of a wider team which included the client's senior bid team, a technology vendor and other parties. The client recognised that coming late into the market as a 3G operator, and being one of numerous infrastructure-based operators in that country required an innovative approach to the market. Analysys Mason produced a credible bid, financial model as well as a solid mobile business strategy taking into account 3G technology, network planning, local planning and network build issues, the local mobile market, product propositions and channels to market Development of a strategy for the smaller mobile operator in a market of four operators as part of an acquisition process Investment bank Analysys Mason carried out a comprehensive market and technical due diligence, covering all elements of the core business of the operator, including operations, technology, sales and marketing, information technology systems and human resources. Analysys Mason developed a growth strategy for the acquisition target, using the outputs of its due diligence, as well as those from the financial and legal ones. On this basis, Analysys Mason built a business plan and subsequently contributed to the preparation of the bid book