A COMPARITIVE STUDY ON PORTUGUESE MOBILE NETWORK OPERATORS. Siddharth Rathinam Karthikeyan IK2514- Wireless Infrastructure Deployment & Economics. vs. Background: To compare Portugal Telecom and Vodafone Portugal business strategies.
Siddharth Rathinam Karthikeyan
IK2514-Wireless Infrastructure Deployment & Economics
Portugal Telecom (PT) Vodafone Portugal
companies as Portugal Telecom Second largest operator with 34%
Portugal Telecom- Rigorous techniques-heavy investments-branding with football clubs.
Vodafone Portugal- not as heavy as PT- launched global advertising campaign-using strong tag lines- first operator to introduce 24*7 customer service.
Portugal Telecom- same strategies for FT- but reduced prices for MBB services.-low ARPU
Vodafone Portugal- low pricing in MBB service with many value added services.
Portugal Telecom – Enterprise and all class of people- specific products for each sector of people.
Vodafone Portugal – for broadcasting targets only enterprises, rest of services- all set of customers.
Portugal Telecom- dominant actor- uses the existing infrastructure
Vodafone Portugal- for broadcasting- decide to share with Optimus, third largest operator
Portugal Telecom and Vodafone Portugal -same phase with acquiring the 4g/LTE license-providing 4G services- through fixed and mobile broadband connections.
Not much bigger difference in business strategies- Portugal Telecom, once an incumbent and state owned it enjoys the customers’ backup- Vodafone Portugal, a new entrant- gained trust by various products, cheap prices and value added service- Marketing strategy can be improved.