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Case Title:

Vodafone's 3G Technology: The Marketing Strategies

Publication Year : 2005

Authors: Vasanthi Vara & Souvik Dhar

Industry: Telecommunications

Region:UK

Case Code: MKS0034

Teaching Note: Available

Structured Assignment: Available

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Abstract:
3G (third generation) technology attracted the attention of mobile phone operators, who spent $130 billion in Europe to acquire 3G spectrum licenses in 2000. 3G became popular as it offered operators cost effectiveness in providing services for users. Vodafone joined the race to launch 3G technology by focusing on providing content services to users. The company launched a £15 million advertising campaign to promote its content services and to boost subscription rates. But with several other mobile phone operators also following a similar strategy, analysts are sceptical about the company's ability to recover the investment made on the spectrum license and on the promotion of 3G.

Pedagogical Objectives:

  • To discuss the 3G mobile phone technology and the marketing strategies being followed by Vodafone in promoting its 3G services
  • To discuss whether Vodafone would be able to succeed in its 3G venture.

Keywords : Vodafone, Marketing strategies, 3G (third generation) technology, Vodafone live!, GSM (global system for mobile communication), GPRS (general packet radio service), WAP (Wireless Application Protocol), Marketing Strategies Case Study, Mobisodes, Advertising campaign, Content services

Contents:

  • Vodafone: Company Profile
  • 3G Technology: A Challenge for Mobile Phone Operators?
  • Vodafone's 3G Technology: Marketing Strategies
  • The Road Ahead: Prospects and Challenges

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