International Marketing vodofone docomo

7/29/2019 International Marketing vodofone docomo

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VodafoneDocomoInternational Marketing

Group 14

Shruti Sanklecha 46

Swati Moolchandani 51

Swetaleena Das - 52 1


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History

Year Milestones Achieved

1982 JV between Racal Strategic Radio Ltd (had UK cellular telephone networklicences) & Millicom & Hambros Technology Trust - Racal Vodafone

1987 Vodafone launched and recognized as largest mobile network

1993 Vodafone Group International formed to acquire licences & overseas interests

1994 first network operator:UK to launch data, fax & SMS services over digital networkJoins the Globalstar consortium to develop and launch a Low Earth Orbiting

Satellite mobile phone service.

1996 Per second billing on the digital network is introduced

2001 Introduces instant messaging to its networks.

worlds first 3G roaming call between Spain and Japan2002 Global mobile payment system in the UK, Italy and Germany

European GPRS roaming service & Vodafone live! and Mobile Office - two

new consumer and business proposition

2003 Orange, Telefonica Moviles, T-Mobile, and Vodafone form a new associationto drive interoperable mobile payments.

2004 Launch of 3G service in 13 markets & in 2006 it reached 10 million2


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History

Year Milestones achieved

1992 NTT Mobile Communications Network, Inc. takes over Nippon Telegraph andTelephone Corporation's mobile communications business

1994 Launches "CITYPHONE" 1.5GHz digital cellular phone service

1997 Launches "DoPa" packet data communications service

1999 Launches "i-mode" service

2001 Launches "FOMA"

2005 Launches "iD" Credit Card Brand

2008 Changes new corporate logo and new brand statement

2010 Merges with eight regional subsidiariesChanges corporate brand logo

2010 Launches "Xi" LTE service 3


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Acquisitions/Mergers

Year Company Business

1989 Racal TelecomCable & Wireless

1999 Merger - Vodafone Group Plc andAirTouch Communications Inc.

2000 Mannesmann AG Largest mobile telecommunications

company

2000 Vizzavi is launched, a 50/50 jointventure between Vodafone AirTouchand VivendiNet

Multi-access branded Internet portalfor Europe.

2003 Orange, Telefonica Moviles, T-Mobile, and Vodafone

New association to drive

interoperable mobile payments.

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Disinvestments / Mergers

March 1999 - Discontinues analog cellular phone service

March 2007 - Discontinues "QUICKCAST" paging

service

January 2008 - Discontinues PHS service_____________________________________________

July 2008 - Merger with eight regional subsidiaries Tata TeleservicesIndia

PLDT Philippines

HTCLHong Kong

Robi AxiataBangladesh

KTS.Korea

FETTaiwan

DOCOMO PACIFIC - Mariana 5


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Geographic Coverage

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Geographic Coverage

Partner markets - Partner markets extend reach outside equity

investments by entering into a partnership agreement with a local

mobile operator, enabling a range of global products and services to

be marketed in that operators territory

Vodafone cooperate with partners in the development and marketing

of certain services and products

These partnerships create additional revenue through fees paid by

the partners for access to Vodafone Group products, services and

its brand portfolio without the need for equity investment

Deliver cross-border services to customers across the major

markets of western Europe

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Countries Entered Europe

Ireland, UK, Netherlands,Hungary, Romania, Germany,Czech Republic, Farore Island

Switzerland

Luxemburg

Denmark

Latvia

Austria

Belgium

France8


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Countries Entered Asia

Armenia,Turkmenistan

Saudia Arabia, Iraq,Sudan, Kuwait, Bahrain

Afganistan

Malaysia

UAE

Singapore

China

Thailand

Taiwan

Japan

South Korea 9


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Vodafone entered (and departed) the Japanese market

in 2006 at a loss of billions of pounds

Introduced handsets that were manufactured for the

European markets in the Japanese market

The tech-savvy Japanese rejected these offerings.

Vodafone also delayed the roll-out of 3G6 services in the

market

Resulted in a steady erosion in its customer base

Soured Vodafone on the Asia-Pacific market

In contrast, competitors NTT DoCoMo7 and KDDI

introduced cutting edge technology and handsets that

appealed to Japanese customers.10

Countries Exited


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Geographic Coverage

Mobile Operators:Tata TeleservicesIndiaPLDT PhilippinesHTCLHong KongRobi AxiataBangladeshKTS.KoreaFETTaiwan

DOCOMO PACIFIC - Mariana

Other Business:DOCOMO intertouchSingapore

Packet VideoUSEye Fi US

Mobile Innovation - Thailand11


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Services

BusinessSolution

PersonalSolutions

Vodafone globalenterprise

Roaming

Branded Phones

& Devices 12


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Services

i-mode with Java

i-area: Location Based Service

i-motion: Dynamic Video Content

i-motion mail

i-shot: Digital Camera Capability i-channel

I mode

Mobile phones with wallet functions serviceOsaifu-Keitai

International roaming service

International dialing/messaging service

InternationalServices

Japans first wireless connectivity servicebased on LTE next-generation mobileXi 13


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Customer Value Proposition

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Customer Value Proposition

Determined push to make a smart life a reality for every

customer

Restoration Of Network Infrastructure

Grow net additions by promoting smartphones and Xi

Provide cloud-based services

Evolve into an Integrated Service Company with mobile

services at its core

Improve customer satisfaction and ensure safety and

security

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Key Competitors in CountrySegments

Key Markets

Germany

Italy Spain

UK

US

Main Competitors

E-Plus, O2, T-mobile

TM, Wind 3

Amena, Telefonica Moviles, Xfera

Orange, O-2, T-mobile, 3, Virgin Mobile

AT&T Wireless, Sprint Nextel, T-Mobile

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Key Competitors in CountrySegments

KDDI Corporation

Vodafone Hutchison Telecommunications Hong Kong

Holdings Limited

Softbank Mobile Corporation

China Mobile

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Channel structure(1/4)

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Indirect Channel(2/4)

TIER 1 -URBAN TIER 2 -RURAL

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Distribution (3/4)

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Direct SalesDirect Sales(4/4)

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Distribution Network

Primary Sales

Docomo

Distributor

Retailer

Consumer

Tertiary Sales

Secondary Sales

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Value Chain Analysis

Source: International European Journal23


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Value Chain Analysis

Source: International European Journal24


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Country Entry Strategies

Focused on Acquisition

Buys a controlling stake in the domestic run mobile

phone operators

Entering the market via equity means achieving

an extensive degree of involvement in a foreign

market faster than any other method.

leapfrog the stages otherwise required to build afoundation

Joint-Venture of contracted duration

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Country Entry Strategies

Strategic Friendly Alliances with more experienced competitors

helps DoCoMo market its technology abroad and become a global

player in the industry

Silver Global strategy-Aggressive investment into foreign mobileoperators

Expansion and improvement of its foreign subsidiaries and branches

Honkong, US UK Netherlands ,Taiwan

Main objective was to create defacto standard of W-

CDMA and to establish mobile multimedia services in the

world major markets

Transfer of skills and technologies to promote greater co-operation26


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International Marketing & AdvertisingStrategies

Vodafone is working with Visa to reach out to

consumers who are willing to use one

Focused on offering value added mobile data

services to its customers. In addition, is alsofocused on improving technologies to deliver

data faster

Hence its customer focused and product led

Unleashing the power of IT to provide better

customer experience which builds brand loyalty

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International Marketing & AdvertisingStrategies

Pay per second Adverts

Laying emphasis on Social Media Strategy

Promotion of customer focused marketing

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Dual Branding

Value added services and competitive

charging

Product Led strategy

Launched 'Vodafone live!

Brand slogan-Power to You

Brand Strategies

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Brand Slogan :Ultimate Potential in your hand

Express DoCoMo's commitment to offer high-

quality, value-added mobile services and

technologies that enhance human relationshipsand lifestyles

Steadfast implementation of actions for

improved customer satisfaction

Personalization of services

Brand Strategies

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Sponsorship Strategy befitting CorporateStrategy

Vodafone has unveiled a 3G logo to run acrossmarketing and promotional activity for its next-

generation mobile package.

Providing up-to-the-minute sports services is a

winning formula , and is one that is providing

Vodafone with plenty of positive press

coverage, word-of-mouth and public relations.

Promotion Strategies


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DO THE NEW Campaign

Promotion of Xi services in Japanese markets

Promotion Strategies


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Financials


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Financials


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Financials


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Challenges

There are typically

between three to five

mobile networkoperators per market,

although in some

markets, such as

India, there areconsiderably more.

Low switching cost

Recommendations

Optimization in

services and CRM

Realize opportunitiesfor cross- selling and

up-selling.

Improvement in online

services.


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Challenges

Network Infrastructure

Overcoming Natural

Disasters In Japan, mobile

market has reached

its saturation point

position in emerging

markets

Recommendations

Development of new

services

Expansion throughacquisitions

Focus on LTE

services

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