Table 1
Categorization of strategic actions relative to the primary activity categories
|
1. Competitive actions Infrastructure operations |
||
|
Investment in fixed assets |
November 1996 |
Cellnet (UK) announces that it will invest d1 billion to install 1700 GSM base stations over the next five years |
|
Buy spectrum |
October 1996 |
One-2-One (UK) buys new spectrum to reduce the congestion in its network in London city |
|
Bid for license or spectrum |
February 1997 |
Europolitan (Sweden) is among the bidders for the new DCS 1800 licence up for grabs in Sweden |
|
Extend coverage Network promotion |
June 1997 |
France Telecom has expanded its GSM network into rural France with the addition of 1300 base stations |
|
Price cut |
February 1997 |
Cellnet (UK) has reduced tariffs by 20% on its GSM network to encourage existing analogue subscribers to migrate to digital service |
|
New schemes or promotional add-ons |
March 1997 |
Deutsche Telekom offers new VIP service for customers with monthly bills over DM 500 |
|
Markeing campaign |
December 1996 |
Cellnet (UK) will spend d12–d15 million in a big ad campaign pushing the operator’s international roaming capability and its depth of coverage in the UK |
|
Sign up large customers |
March 1997 |
Europolitan (Sweden) has signed a lucrative contract from STATTEL, the government agency responsible for purchase of telecom services in Sweden |
|
Free airtime |
April 1997 |
ESAT Digifone (Ireland) offered free calls worth d40 to new customers who signed up for its services |
|
Refund for dropped calls |
December 1996 |
Telenor (Norway) offers to refund charges for dropped calls in its GSM network to stress the reliability of its network over that of the competitor Netcom |
|
Improve retail coverage |
November 1997 |
E-Plus (Germany) launches a network of ‘‘Eshops’’ selling E-Plus services |
|
Contract management Service Provisioning |
November 1996 |
Vodafone (UK) acquires People’s Phone, its larger subscription agent in a d77 million deal (a non-network firm) |
|
New technical features |
November 1997 |
Telia (Sweden) is experimenting with Motorola phones allowing switching between GSM 900 and DCS 1800 systems to extend the roaming capacity of its network |
|
New services |
March 1997 |
KPN (Netherlands) offers Internet access to its GSM subscribers from its network |
|
Drop services |
October 1996 |
Comviq (Sweden) closes its paging service ‘‘Metagram’’ as a part of rationalising its services |
Table 1 (continued)
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