• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
  1. 1
  2. 2
  3. 3
  4. 4
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. 10
  11. 11
  12. 12
  13. 13
  14. 14
  • Level: GCSE
  • Subject: ICT
  • Word count: 3170

In the following report we will be looking at mobile phone tariffs currently on offer on the internet. We have chosen three of the largest tariff providers, these being Vodafone, Orange and BT Cellnet.

Extracts from this document...


INTRODUCTION In the following report we will be looking at mobile phone tariffs currently on offer on the internet. We have chosen three of the largest tariff providers, these being Vodafone, Orange and BT Cellnet. After analysing the content of each of the company's web sites we aim to provide a report including the following:- * Evidence if the companies are targeting particular segments * If evident, how the companies are targeting segments on their web sites * Identify the pricing strategy adopted by the company * Compare and contrast the different information on the web sites and give clearest picture regarding pricing information. EXECUTIVE SUMMARY The basis of this report is on the pricing strategies and targeting of marketing segments of the three mobile service providers that were previously identified. Our results showed that all three had reasonably similar tariffs and services but each had some subtle differences in the way they marketed their services. 1.0 TARGET MARKETS When the mobile phone was introduced many years ago it was certainly not an instant success, however after many years the mobile phone "trend" soon took off and in a big way. With the introduction of smaller trendier handsets and call charges that were not obscenely large the number of people who do not own a mobile phone are now by far a minority. With this boom in mobile users tariff providers had to re-think their strategies in order to cater for these new customers as their new users were no longer the stereo-typical business executives but people from all sections of society. With this in mind we will look at each of the three service providers previously mentioned and compare the tariffs offered by each provider and identify how they target particular segments. 1.1 VODAFONE Like most tariff providers the Vodafone web site offers plans which seem to be able to suit a vast number of people. ...read more.


This strategy has proved very beneficial in attracting new male customers to these network providers 2.2 The main strategy employed by Orange, Vodafone and BT Cellnet is to attract new business (i.e. people who don't already own a phone). This is highlighted by their "penetrative pricing stategy" (Hannah and Hodge pricing policies and procedures). and special deals offered to the first time buyer. However this is a very dangerous strategy as existing and loyal customers are not receiving these special deals and this is often resulting in post purchase dissonance from these highly exasperated consumers. Who are often far more important in revenue terms than the new customers that are being targeted. 2.3 The mobile phone service providers segment their customers according to whether they are light, medium or heavy users. In order to create value for segments these companies offer a range of different tariffs to suit the differing needs of the customer. These tariffs should be carefully examined however as although there are special prices and bonuses on each tariff there are also some hidden costs and pitfalls. This is a clever pricing policy which many customers are not aware of. These tariffs vary dramatically with a monthly line rental being charged then varying call costs and extras. The higher the initial line rental charge the cheaper the call costs and extras in order to encourage users to make more calls. Free minutes, text messages and voice mail are benefits included in such talk plans. Pay as you talk is another service which these companies have introduced to encourage light users or people who do not want enter a twelve month contract to purchase a Mobile phone. The latest edition to the price plans offered by these companies is cross network tariffs allowing customers to call phones on other mobile networks for a reduced rate. The network providers have managed to achieve this by charging slightly higher monthly line rentals. This is already proving to be hugely successful for these early adopters. ...read more.


It is up to the consumer to choose which one best suits their needs. This is when it could start getting confusing and even overwhelming. But the site tries its best to make it as stress free as possible. The service plans are on three different pages rather than crammed on to one. The tables, containing pricing info, at first glance would seem off putting but once looked at there not actually to bad. However the many asterisk on show are unappealing. In general the pricing info on this site is vast and well presented. No pricing information is missed out and is presented in a careful and helpful way. Additional information is available if needed. 4.3 VODAPHONE As with the other two network providers Vodaphone has both 'Pay As You Talk' and monthly options. In the 'pay as you talk' section there are more options available than in cellnet and orange. However this does not mean it is complicated to use as each option is clearly presented and explained in an understanding way. Call charges etc are basic but still satisfactory. In the pay monthly section standard price plans and leisure plans are available. Once in the standard plan you are greeted by scary looking table and is very off putting. However each price plan can be entered individually and is presented on its own with an explanation of which the package is best suited to. This site is well put together and easy to follow and it is clear a bit of effort has been put into preparation of it. Out of the three sites the Vodaphone site is the superior, largely due to the clarity of the information shown on it. It is a huge benefit to be able to see the different call charges of a particular package on a page of its own. The orange site is a close second only problem being information overload. The cellnet site has a number of problems mainly being unclear and unsightly. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Communications section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Communications essays

  1. In this piece of coursework I will be looking at how Tesco uses ICT ...

    Tesco Product Number and E.A.N. European Article Number are the barcode numbers which Tesco uses in its scanning operations All of Tesco's products have barcodes on them. In order to pay for the item, the barcode must be scanned by a laser scanner at the checkout.

  2. Free essay

    information age

    The disadvantage is that it wont always do what you tell it to do, it is very expensive to buy one, you could loose it or misplace it. Digital broadcasting- Digital broadcasting is the practice of using digital data rather than analogue waveforms to carry broadcasts over television channels or assigned radio frequency bands.

  1. My research concerned how the Internet could be used to help people who were ...

    collectively which consisted mainly of women seeking advice on what would happen if they left their situations, especially where custody of children was concerned. Regardless of whether the advice that was sought was delivered, a sense of power could be felt amongst this community, and the victims sounded strong in the type of words and language they used.

  2. Explaining how Internet marketing benefits to customers.

    so basically over the internet customers have a greater choice of freedom on what they want. The three business that I am going to be investigating which have used E-Marketing are: www.foxtons.co.uk www.virgin.co.uk www.sainsburys.com www.foxtons.co.uk Foxtons is a young company, founded in 1981 in Notting Hill, with two members of staff.

  1. Powerpoint technical Report

    fixed font size/colour, images, and hyperlinks to the slide show, so that it looked consistent and ran smoothly; for if the PowerPoint didn't have a consistency, it may look less professional and aimed more at a child, which is not the aim of this particular assignment.

  2. ICT in a business

    Sap is classed as a "Business Critical" program. Fortunately it is running from many different severs, so you would need all of the severs to shut down for it to stop working. SAP enables the different systems to integrate. SAP enables them to track all of the business process.

  1. OCR GCSE Business & Communication Task 7 Report

    substantial amount of ink into my work, also including not using un-needed ink onto my form. E.g.: pictures, block colours. Task 3a: Database Task Software: I have used Microsoft Access To produce my database. I used Microsoft Access because it enabled me to organise files efficiently and effectively.

  2. ICT Systems in Everyday Life: Your Local Community

    It continues: "A major factor which impinges upon the effective use of CCTV cameras and the scope of expanding the CCTV service in the Vale is the cost of the service including the staff necessary to monitor the cameras." A new and improved CCTV system will be rolling out in Calne next month.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work