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1. Running head: MARKETING 1
Iridium Company
It was an essay writing service formed in the early 90s with the view of solving the
issue of remote coverage network by cell phones. It was mainly fostered by Motorola. The
key reason of establishing this enterprise was to produce a phone that would be used in any
part of the world, unlike those other phones that rely on signals (Lutz & Jahn, 2000). The
iridium phone used a series of various signals known as the flying orbit satellite. This type of
phone helped people call from everywhere which made the communication easier. Hence, the
iridium company was considered as the worldwide digital company. The products produced
by this company, however, did not fully succeed due to a number of reasons; they included
stiff prices, stand-alone network, and strict line of sight access (Collins, 2005).
First, the mistake that the company had done is building a standalone network in
space. This meant that if a call originates from a handset, it will be transferred to the nearest
satellite, travel through space from satellite to satellite eventually coming to its final
destination. This meant that it took some time before a call could go through.
The other challenge for its failure is the issue of prices. Unsurprisingly, all technology
sold came at a stiff price. For the sake of these iridium handsets, it cost 1,900 pounds and
calls rated at 5pounds in a minute. Moreover, it was concerned that these handsets were
clunky. They weighed about 1lb, also harkened back to the Motorola infamous brick phones,
known a decade ago. This appeared to be expensive and old fashioned.
The matter of a stern line of view access amid the phone's aerials and the circling
satellite was a major blow to the company. This meant that iridium handsets could not work
indoors unlike the unconventional mobile phones. This served as a challenge because there
could be dropped calls; completion rates are low, while the other networking companies’
services were more sufficient (Lutz & Jahn, 2000).

2. MARKETING 2
Iridium Company lacked the ability to consider these factors; hence, it lead to their
downfall. If the company had good engineers’ that could be able to build a networking
system that could be much faster and the calling rates below, it could increase their sales
production. The management by this Motorola Company was poor since it did not come out
with good and sufficient policies to make sure the product is on high demand.
Although the Iridium Company made sales of their product, there were also a number
of considerations that were not taken into account before moving the products from concept
to full commercialization. As time went by, it became easy for one to go in a shop, get a
phone, and start using it unlike iridium handsets whereby they required one to undergo
special training. In addition, a key feature in the handset was a cartridge allowing users to
switch off from satellite to conventional mobile networks where the signals are available
(Collins, 2005).
Another factor was the delay in product marketing. The people responsible for
marketing the product outside the US hindered setting up advertising groups and organisation
distribution channel (Fossa, 2002). Such as in UK, Orange delayed offering services until a
full year before it agreed to be a service provider.
Based on what is discussed above, for one to succeed in a business he must have a
great strategic plan. The factors one would consider in his plans would be ensuring one has
good management to avoid misusing fund. Terms and conditions also should be taken in to
hand such that the products produced are cheap and can be easily used by the consumer
(Fossa, 2002). If Iridium Company had these factors well carried, they would be able to
maximise their profits both internationally and globally.

3. MARKETING 3
References
Collins, M. J. (2005). Showcasing space. London: Science Museum
Fossa, C. E. (2002). A performance analysis of the IRIDIUM Low Earth Orbit Satellite
System.
Lutz, E., Werner, M., & Jahn, A. (2000). Satellite systems for personal and broadband
communications. Berlin: Springer.