Over the years, technology has made an amazing progresses. The computer equipment rate gets higher everyday and Internet has become an essential tool. With the globalization phenomenon, professionals have invaded the web, in order to enlarge the offer and to respond to a growing demand. With the arrival of web 2.0, the internet users play a decisive role. Information is shared, social networks are created every day, consumers realised their own shopping at any time, the dematerialization is in process. A mass of services are now available on the Internet, with very competitive prices and can represent sometimes, substitute products. The best example is Skype. A new way to call for free over the internet connection called peer to peer Voice-Over-Internet-Protocol. In order to attract people, to become a real leader in this new market Skype has to develop a lot of new strategies. In every country, a phone brand has to study how to enter the market and analyze the consumers' expectations. How Skype can enter the French market? Who is the target? Which marketing strategy will be more efficient?
[...] How can Skype enter the French market? Who is the target? Which marketing strategy will be more efficient? We will try to answer to these questions by studying in a first part the French Internet market and its context. Then we will analyze the company by giving an analysis of the brand situation and expectation for the future, especially in France. To finish we will expose the several strategies that Skype has to develop in order to reach its goal. [...]
[...] - We can create a partnership with Parisian Trade Shows in order to hand out leaflets about our services. We can also put computers in the show and allow people to use Skype services. In this was we hope that customers will retain our name and it will be easier for us to contact them. We hope to attract more than a half of French SMEs. Thanks to this plan and thanks to the o word of mouth phenomenon we can reach our target quite easily. Conclusion The VoIP technology is changing the rules of telecom competition. [...]
[...] Wengo is not as developed as Skype but in the future it can be a potential competitor. As Internet is a global media, Skype has to establish a competitive intelligence in all the countries. According to Skype website, Globe Vonage, TelTel and many others offer quite the same services worldwide. b. The competitive advantages - Skype is available on the global market, which increases its visibility, and its readability - Skype is free software which is very easy to download: when a user has Skype he doesn't have to pay every month. [...]
[...] SWOT internal analysis 2. The external analysis According to Jerome Archambeaud[6], there are 7.5 million users in our country. The main problem is that only 10% use the charged services. Skype should find a way to seduce French customers and to fight against French competition. a. The French competition You can say that there are three kinds of competitors: (The Internet providers: As we said before, we can consider that Freebox, Livebox and many others represent a real danger for Skype in France. [...]
[...] More generally, this innovation disrupts the market. Software like Skype can eliminate the conventional phone and therefore the conventional providers gradually. In France, the government has decided to restrict its use in places such as administrations or universities. Moreover the “Conseil de la concurrence”, the French public instance in charge of regulating the business practices, had to determine what the impacts of VoIP technology could be. The traditional providers wanted to protect themselves from this new and cheaper way to communicate. [...]
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