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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