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External and Internal Environment, Strategy Development

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Submitted By dottolucy
Words 454
Pages 2
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CASE STUDY
Vodafone: developing a total communications strategy in the UK market
Roger A. Strang
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III 2()09, Vodafone. the world's largest mobile telephone _ operator by rr-venue. was under increasing pressure III develop a strategy to ensure leadp.rship in the rapidly growing market for high-speed Internet services in tts ilK horne market. The challenge for the company was that the development of new technologies for voice, data and video transmission was blurring the boundaries among truditionul industries and forc:illg reconsideration of what was required for a strategy of 'total cornmunicattons'.
This growth in demand ior new services had attracted the interest nol only uf Vodafoue's traditional competitors ill the telephone industry, but also from other rommumcations companies such as Virgin Media (the largest cable operator in the> I:K) and Sky Broadcasting which was the
UK's largest provider of satellite-based television. Other
IW\\' competitors included the largest IrK retailer of mobile phones and services, earphone Warehouse and suppliers such as Apple (I'l'unes) and Nokia (Ovi] which had been invcstlng heavily in digital content. Google was abo increasingly involved ill the corumunications lield w ith a new. ,lpell. mohile operating system. Android and Investments ill mobile search and ad\'ertl~tnj/..
In addltton 10 chiln!;es in COIllI}(!tition. Vooilfollt: and other operators faced rapid chan~f's in technology with the> growth of II' (intcmet protocol allowing voice. data ilnd video LO be digitised for high-speed distribution over
1IJ1Illipir nctworks). the emergencp. of new hroadcasting techllology such as Wi-MAX (exl~ndcd \'\'i-Fi). and till: continued upgrading of speeds ovcr fixed and mobile networks. Th(' I:K was also switchillg 10 digital television
(Il1d operator!; were oifenng services sllch a5 'on d~mand'
• • • viewing and digital video recording which were challcnglng traditional business models.
There had also bern significant regulatory changes in the 11K commumcations industry which had been a global leader ill opening up communications markets 10 competition across the full rangt' uf services. These changes included priviltising the national telcphone company, BT, and fordng it 10 allow a(Cl'SS to iL'i network at cOITlp'76.8milli 'r;.t[rom the "J',~;',-61 milllo "~':.~: over }20 '."~..~~~'.>.. Europe. ~
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