Networking market is a huge market in UK. We talk about 74 million mobile connections that permitted to make 99 billion outbound calls in 2007. And the market grows by an interesting proportion, as shows the 91% rise of the number of minutes between 2002 and 2007…but these features imply a high competition, with important range of medium to differ and compete.
02 and Vodafone are the biggest networks, but T-Mobile stays as one of the largest, in the UK and at the worldwide level. T-Mobile is a mobile network operator headquartered in Bonn, Germany. It is a subsidiary of Deutsche Telekom and belongs to the FreeMove Business alliance.
Two big offers are presented by the market: PAYG (Pay as You go) that allows buying minutes periodically, without contract, when Pay Monthly is made for contracting on 18 or 24 months against a larger range of services. But both have their own targets.
The competition has created a high proportion of agitation, people backing out from an offer to switch to another to obtain benefit of all the rewards and other attractive offers. This rate (about 10% for T-Mobile) is one of the biggest points of research for the following years.
We'll work to reduce the number of customers leaving for another network by 20,000 in year one and make recommendations on how to sustain this beyond the first year. We'll plan to encourage existing PAYG and Pay monthly customers to sign up and engage with T-Mobiles' loyalty offering. Then, we'll develop a complete marketing strategy before developing a communication plan. Finally, we'll position the whole strategy.
[...] But it's a way to provide services by allowing the client to check his personal data, his communication data, and his statistics directly on screen, at home on computer, thanks to the code written on the card or in a T-Mobile store by introducing the card into the machine. The company will be able to propose offers fitting with its data, like a top up with free international calls (instead of its usual because marketers discovered that this client used a part of its communication to call abroad. [...]
[...] marketing strategy before developing a communication plan. Finally, we'll position the whole strategy. I. Encourage existing PAYG & Pay Monthly customers to sign up and engage with T-Mobile's loyalty offering T-Mobile is on a market with a high defection rate, about and implies an important change over the client portfolio. To sustain its long-term objectives, in terms of turnover and market shares for example, the company has to work on the development and the improvement of the existing customers. That's why marketers try to develop strategies in order to create new customers (acquisition) on one hand, and to retain existing customers (retention) on the other hand. [...]
[...] A seven step demonstration of the communication process between employees and customers: 1. First communication The front employee establishes the contact as quickly as possible, by presenting himself and taking a good posture. Body language is really important Listen This is one of the most important skills to develop, the way to listen. Most of the good sales result from when the customer is doing the talking. When they speak freely, they often sell themselves and indicate where their purchase intention is. [...]
[...] This way of communication could allow new offers, incentives and special sales and also to say periodically how interesting the upgraded offer is. Some emails could be sent right away after a purchase, in order to thank and give a first email' contact with the customer, to anticipate future sending. Direct mails and catalogues: is more seen as a one-to-one strategy, which is explained by the fact that direct mail is highly personalized. Each target can be reached, and the length of the message could support a lot of information (even if tests should say where the limit more than any other media. [...]
[...] The communication is based on the strong relationship between T-Mobile and its customers, which should be named Partners to be more sufficient. The T-Mobile site should be composed in flash contents, to improve the desire to go in for visitors. Plenty of services should be present, for new and existing customers, by permitting to sign up on the first time and register on the second. Signing up allows to collect information, to use the database, and register to allow clients to have access to tailored and special services as the consultation of time balance, possibility to top up for PAYG or upgrade contract for Pay monthly. [...]
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