Académique Documents
Professionnel Documents
Culture Documents
We aim customer
satisfaction
Referred by:
Group Introduction:
Group Leader:
Name: Rabia Allamger Roll # 6332
Group Coach:
Name: Aisha Sajjad Roll # 6360
Group Members:
Name: Khuram Ekhlaq Roll # 6348
Name: Sundas Iqbal Roll # 6356
Names: Saba Naseer Roll # 6371
Name: Waqas Roll # 6316
Acknowledgement
Dedication
Vision
Our Values are about how we feel – in other words the Passions that make
us the company we are.
1) Executive Summary
The plan is about the new cellular company that will launch in the Pakistan named
“VODAFONE” in January 2007...
Vodafone is the package of services that we are going to introduce in the Pakistan. We
have made our product more compatible as compare to the other existing companies. We
have competitive edge with the Value added services. We are offering more powerful
network coverage to our customers. We have less price product in the cellular market. So
it can give us the competitive edge as compare to the other companies. We divide the
market into different segments. And we have made our strategies according to our
targeting segments. We defined that we will advertise our product according to the
targeted segments.
Our competitors already have the big market share, that’s why our strategies are very
strong. We want to achieve the (50%) growth rate.
We explained the marketing strategy and explain all target market and all other necessary
parts of the marketing strategy. Then we explained marketing mix and objectives and all
other environmental changes. In the end expected budget we have explained. And in the
end all controls have been described. This includes management, finance and all other
authorities and departments in control.
Our objectives that we defined in the market plan are retained & satisfy the customers.
We will provide them the best services.
Contents
Topics
Page no
5) Marketing Strategy 30
5.1 Positioning 31
5.2 Product Strategy 31
5.3 Pricing Strategy 33
5.4 Distribution Strategy 34
5.5 Marketing communications Strategy 35
5.6 Marketing Research 36
5.7 Marketing Organization 39
6) Action programs 41
7) Budgets 43
8) Controls 46
Most of the Groups predict that the Vodafone market will grow to almost 600 billion
worldwide in coming years. Vodafone Targeted segments Professionals, Students,
Household Women, Layman (labors, Teenagers), Corporate Users, Entrepreneurs, and
Medical Users. These markets will play the vital role in terms of growing. Vodafone will
provide the real time access to their targeted markets. Their customer service
representatives can better respond to customer needs in a timely and efficient manner.
And it will be the part of the strategy to retain & satisfy the customers. Expected growth
rate from the Vodafone is 50% within one year. To develop the markets share in this
competitive environment. Vodafone must carefully target specific market segments.
At this time we are plan to just introduce our product with the best promotion. (But we
are planning for delight the customers through the low price and packages as compare to
the competitors. We have planned to increase our targeted segmentation because we want
to perform services in the whole cities of Pakistan. In the whole segmentation, we will
want to perform services for the youngsters.
Students To
Labor implement
on these
Lay man Packages we
will increase
the
Business Sector
satisfaction
&
convenience
level among
the
Graphical Representation of target market Customers.
2.2)
Product Review:
Vodafone Group was established in the UK in 1983 and has equity interests in 27
countries over five continents, and partner networks in a further 31 countries. As at 31
December 2005, Vodafone had a proportionate customer base of 179.3 million customers
around the world.
Vodafone has developed an open and flexible product platform from which it can expand.
The current product portfolio includes:
Packages
Cards Price:
40, 100, 300, 600, 1000.
Straightforward load:
Rs. 50
1: Gossip
2: Ease
3: Zenith
Features:
Basic Services
Caller line identification
Conference call
Call Hold & Call Waiting
Call Divert
Short Messaging Services
Competitive Edge:
We are introducing where I am (Package). In which you can know that where are you at
this time. This package can locate you whole. It will tell you what is the city name, street
name in which you locate.
Profit in first will be 2400,000, based on sales of Vodafone 20,000 units at a whole price
of RS. 120.
At this time Mobil ink has a biggest market share (50%) due to its vast network coverage.
This product is connection base. Design and style of the product is very simple but
quality is good. Our customer is satisfied and our market share is better than others. Our
product growth is growing with the passage of time and we try to lunch our product in
cities, towns, villages, and northern areas of Pakistan. Our main competitor is Warid
telecom. Threat)
Prepaid Package:
Cards Price:
40, 100, 300, 600, 1000.
Easy load
Rs. 50 to onwards
Freedom 2:
Freedom 3:
Free 20 Sms
Power tools Sms Rs. 1.25
International Sms Rs. 3
Freedom 4:
PLACE:
This product is available now in 390 cities and towns of Pakistan.
Procedure of Distribution:
Head office:
Main franchise: (Distributor)
Sub Franchise: (Retailer)
Ware houses:
Small Shops
Strategy and Plan about providing the product in every area of Pakistan:
PROMOTION:
Procedure of Promotion:
*Warid Telecom
After Mobil ink, we can say that Warid telecom is the successful cellular company
because they are advertising the product on the high level. Warid has 10% market share
in this minimum time. They have satellite base product. Design and style of the product is
very simple but quality is good. Our customer is satisfied and our market share is better
than others. Our product market share and market growth are increasing with the passage
of time.
Our plan is not to earn but to increase market share. To satisfy and retain the customer
through better services. Our main competitor is Mobil ink. (Threat)
Prepaid Package:
Cards Price:
100, 250, 500, 1000
Package 1:
Call rate: Rs. 2.00
Line rent: Rs 00
Free talk time: 00 min
Free Sms: 00
International Sms Rs. 4
Advance payment: Rs.1000
Friends & Family members: 5
Package 2:
Call rate: Rs. 1.75
Line rent: Rs 150
Free talk time: 60 min
Free Sms: 15
Free MMS: 3
International Sms Rs. 4
Advance payment: Rs.1000
Friends & Family members: 10
Package 3:
Call rate: Rs. 1.50
Line rent: Rs 500
Free talk time: 240 min
Free Sms: 50
Free Mms: 5
International Sms Rs 4
Advance payment: Rs.1500
Friends & Family members: 20
Package 4:
Call rate: Rs. 1.25
Line rent: Rs 1000
Free talk time: 475 min
Free Sms: 60
Free Mms: 5
International Sms Rs 4
Advance payment: Rs.2000
Friends & Family members: 25
Package 5:
Call rate: Rs. 1.00
Line rent: Rs 1750
Free talk time: 850 min
Free Sms: 75
Free Mms: 7
International Sms Rs 4
Advance payment: Rs.2500
Friends & Family members: 30
Package 6:
Call rate: Rs.50
Line rent: Rs 2500
Free talk time: 1200 min
The tax is included in the final price. Competitor play main role in price setting when
they change their packages, then we have to change our packages.
PLACE:
Our product is running now in 230 cities and towns in Pakistan.
Procedure of Distribution:
Head office
Main franchise (Distributor)
Sub Franchise (Retailer)
Ware houses
Small Shops
PROMOTION:
We spent a lot on our promotion to compete the Mobil ink and we promote
through different types of activities Hockey match. Sponsorship a comedy play for
Promotion.
Procedure of Promotion:
In promotion our main objective is to guide and convince the customer through;
Awareness
Knowledge
Liking
Decision
Purchase.
*Product Ufone
Prepaid Package:
Call rate: Rs. 2.50 on U fone From 7 am to 10 pm & 1.50 From 10 pm to upward.
Call rate: Rs. 2.50 on other networks
Cards Price:
100, 250, 500, 1000
The tax is not included in the final price but included only on over all cost. Competitor
play main role in price setting when they change their packages, then we have to change
our packages.
PLACE:
Our product is running now in 230 cities and towns in Pakistan.
Procedure of Distribution:
Head office:
Main franchise: (Distributor)
Sub Franchise: (Retailer)
Ware houses:
Small Shops
PROMOTION:
We spent a lot on our promotion to compete the Mobil ink and we promote through
different types of activities to sponsor a Hockey match & a comedy play.
Procedure of Promotion:
In promotion our main objective is to guide and convince the customer through;
Awareness
Knowledge
Liking
Decision
Purchase.
*Product Telenor
Telenor has 8% market share. This product is connection base, actually it is a service.
Design and style of the product is very simple but quality is good. Our customer is
satisfied and our market share is better than others. Our product market share and market
growth increasing with the passage of time
Soon our product will be the best cellular service of Pakistan.
Our main competitor is Mobil ink, U fone, Warid. (Threats)
Prepaid Package:
International Sms: Rs 4
Cards Price:
100, 250, 500, 1000
Easy load:
From Rs. 10 to 10,000
The tax is not included in the final price but included only on over all cost.
Competitor play main role in price setting when they change their packages, then we
have to change our packages.
PLACE:
Our product is running now in 160 cities and towns in Pakistan.
Procedure of Distribution:
Head office
Main franchises (Distributor)
Sub Franchises (Retailer)
Small Shops
PROMOTION:
We spent a lot on our promotion to compete the Mobil ink and we promote through
different types of activities to sponsor a Hockey match & a comedy play.
Procedure of Promotion:
In promotion our main objective is to guide and convince the customer through;
Awareness
Knowledge
Liking
Decision
Purchase.
*Product Paktel
Paktel has 7% Market share. It has bad network coverage problem. Their call rates are
also effective for their customers.
Procedure of Distribution:
Head office
Main franchises: (Distributor)
Sub Franchises: (Retailer)
Small Shops
PROMOTION:
We spent a lot on our promotion to compete the Mobil ink and we promote through
different types of activities to sponsor a Hockey match & a comedy play.
Procedure of Promotion:
In promotion our main objective is to guide and convince the customer through;
Awareness
Knowledge
Liking
Decision
Purchase.
Vodafone will be distributed through a network of selected stores and non store retailers
in the top stores of Pakistan. Among the most important channel partners are being
contracted.
Distribution Channels:
Gift shops
Superstores
Main franchises: (Distributor)
Sub Franchises: (Retailer)
Small Shops
Whole sales
Personal selling
Online retailers
Electronic specialty stores
Although distribution will initially be restricted in the few popular cities but after six
months we are plan to expand our Vodafone (product) in the northern areas of Pakistan.
We will emphasize trade sales promotion in the first year. We have also plan to retain &
satisfy the targeted market for providing them the better in low price services.
3) Strength, Weaknesses,
Opportunities and Threats, Analysis
In the SWOT analysis that follows, Vodafone Telecom Company maintains a healthy
position. Our Packages has substantial strengths to balance out weaknesses. Market
opportunities for the cellular industry are very strong and big. Competitive threats are
becoming more of an issue as key competitors’ ramp up for new opportunities and other
new competitors are entering the industry.
3.1 Strength
The strengths of cellular communication include wide coverage, small mobile units,
low cost, high functionality, and the ability to integrate voice and data on the same
network. Wide coverage allows mobile users to communicate and to manage their
business from almost anywhere in the Pakistan. A major capability that allows this
mobility is the fact that cellular coverage encompasses over ninety-five percent of the
Pakistan population. Small mobile units may fit into a pocket or pocketbook and can
be taken almost anywhere. Service costs may be low. When considering the tangible
and non-tangible benefits an organization may receive. High functionality gives users
access to many applications such as using mobile units safely while driving,
retrieving their voice mail and electronic mail, logging onto a remote mainframe, or
even using point-of-sale devices. Although there are other technologies that may
achieve these goals, cellular is the only technology with these features that are readily
available and cost effective today. For example, PCS promises to offer similar
services as cellular, but nationwide networks will not be operational and widely
deployed until late 1996 (Thyfault, 1995). Satellite networks also offer this capability,
but many of the networks will not be deployed until 1998.
The digital wireless network is capable of achieving high speed. There is no realistic
comparison. Vodafone is simply the fastest means of accessing the connection.
Dedicated Connectivity:
Security:
be decipherable in the unlikely event eavesdroppers are able to intercept your wireless
transmissions.
Reliability:
With other types of connections such as DSL, cable, leased lines, and frame relay, there
is always the chance of a router, CSU/DSU, or repeater failure, or the all too common
problem of failure due to the phone company or a construction crew cutting phone lines
in your area. Since we provide the connection end-to-end, the chance of failure is almost
nonexistent. In addition, weather and atmospheric conditions are not a concern.
Costs:
Vodafone offers in a variety of data rates to match your business needs. The setup covers
all labor necessary to install and configure the Antenna, Receiver and Routers. The Cost
as minimum as a business man can imagine.
Quality of service:
The quality of service is built into the differentiated service levels. This provides T1-type
service for business and DSL-type service for residential. It also enables voice and video
capabilities.
Lower risk:
It has less risk for the customer’s. Equipment interoperability around the standard helps
lower the cost of customer premise equipment, while allowing the operator to mix and
match equipment from multiple vendors. Customer service can be provisioned and
managed remotely, reducing operating expenses.
Quality of service: The 802.16 MAC is designed to provide support for voice and video.
END-USER BENEFITS:
Wider coverage area: Improved non-line of site performance increases the operator's
coverage of the targeted service area, meaning that more end users can get access to high-
speed wireless Internet service.
BASIC TECHNOLOGY:
Three steps are involved in Vodafone Network.
3.2 Weaknesses
Weaknesses include cellular fraud, limited bandwidth, and health concerns. There are
predominantly three types of fraud in the cellular industry today. They are user
subscription fraud, stolen phones, and access fraud (Arcuri, 1995). The most popular
of these is access fraud or "cloning" which occurs when a criminal uses a scanner and
records the Mobile Identification Number (MIN) and Electronic Serial Number
(ESN) of valid users. This captured MIN/ESN combination is programmed into an
illegal phone e which is used fraudulently. The fraudulent calls are then billed to the
MIN of the authorized customer (Telecommunications Fraud, 1994; Abernathy,
1991). Cloning is primarily a weakness of the AMPS analog networks because the
equipment used to commit fraud is readily available to the public.
Lack of Awareness
Employee morale issues.
Communication/language issues between headquarters and northern areas. Version
control issues among UNICORN and MEDUSA product lines.
3.3 Opportunities
Although there is no concrete evidence that the use of cellular technology is damaging to
the users' health, this author believes that managers should prudently avoid the risk of
problems by adhering to the following recommendations:
The opportunities in using cellular technology are extending the bound of a corporation's
network infrastructure to include mobile users that may be roaming locally, regionally or
nationally. The application of cellular technology to business processes m ay make an
organization more productive to improve response times for responding to problems and
requests. This may improve the quality of a service organization by improving
dimensions of quality that the customers' find important. Therefore, cellular technology
presents the opportunity of using wireless technology to make a corporation more
responsive to customer needs and becoming more competitive.
3.4 Threats
Vodafone will eventually be more desirable than cellular technology because it will be
less expensive and have more features. Therefore, there is a threat of investing and
relying too much on cellular technology if the applications can not eventually be
migrated to PCS platforms. Managers should not have their organization invest a large
sum of money in cellular technology with the intent of it being a long term investment.
Managers should invest in the technology wisely and be prepared to migrate to newer
forms of wireless technology.
A product road map which leads to the development of new functionalities and the
enhancement of existing system modules which are in-line with customer expectations.
Ability of the company to attract, train, and retain qualified technical, sales, marketing,
financial, and management personnel to meet the challenges of growth.
Attraction of adequate initial capital to jump-start the company to the next level. These
funds will allow the company to hire needed resources, open regional sales offices,
develop OEM/system integration relationships, and develop system enhancements and
new product offerings on a timelier basis.
Competition in the market for telecommunications billing and customer care systems is
highly competitive and the company expects this competition to increase. Not only does
the company compete with other independent providers of billing systems and services, it
competes with system integrators and with internal billing departments of many
telecommunications carriers.
Failure to generate these relationships will have a negative impact on the company's
ability to meet its targeted growth in sales.
In addition, the majority of players (both large and small) are extending product service
portfolios to provide all services, i.e. Internet, mobile, cable, fixed and convergent
services. Vodafone Telecom Company will compete in this market by providing high-
value products and services at competitive prices.
Issues
Launch
positioning
Investment
Competitive Edge
Brand image
Measuring the Marketing
Strategy Implementation
5) Marketing Strategy
The following sub-topics cover the marketing strategy for Vodafone cellular company.
Mission statement:
Our mission is to be the provider of high value, high quality, and convergent
cellular company worldwide. These scalable solutions will have unparalleled support to
ensure flexibility and to meet and exceed customer expectations. Our mission is not to
earn profit but retain the customer for the long period of time. Our Vision and Values
guide the way we act. Our Vision is to be the world’s mobile communication leader –
enriching customers’ lives, helping individuals, businesses and communities be more
connected in a mobile world. Our Values are about how we feel – in other words the
Passions that make us the company we are.
One of our four corporate Values is 'Passion for the world around us'
"We will help the people of the world to have fuller lives - both through the services we
provide and through the impact we have on the world around us."
5.1) Positioning
Using product differentiation we are positioning the Vodafone as a versatile and
beneficial service and product for our customers. Our marketing strategy is to introduced
the high frequency satellite radio waves.
1. Price: Vodafone cellular company will maintain a price that is 20% less than
market vendors
2. Features: Within the given product module, Vodafone cellular company will
offer features that meet or exceed vendors. Vodafone cellular company will also
maintain a robust product road map that is discussed and approved by vendors in
a user group format.
3. Service Offering: While service offerings to operators from other vendors are
shrinking or too expensive, Vodafone cellular company will offer a complete
package of services at affordable prices.
Customer Excellence
Vodafone cellular company will strive to understand the customer intimately in order to
provide solutions that match their specific needs. To be successful, Vodafone cellular
company will develop long-term relationships and choose customers that share this
model.
• Create an unmatched value proposition of best total solution for our clients.
In order to develop high value solutions for our customers, Vodafone cellular company is
organized with our core development and professional service groups based in Pakistan.
Our worldwide headquarters are based in America, England, and Canada. where
marketing and executive management will lead the overall enterprise.
To ensure that Vodafone cellular company can provide customer excellence, we will be
highly decentralized, keeping decisions close to the customer. In order to accomplish this,
the company has established sales, marketing and support teams in Europe, Asia, Latin
America and North America.
Our service strategy is to provide the best and foremost unique service in the town. We
are working on LEO system. Cellular telephony has brought us a new technological
"system"-- the personal communications system (PCS). In the fully developed PCS, the
individual would carry his telephone with him. This telephone could be used for voice or
data and would be usable anywhere. Several companies have committed themselves to
providing a version of this system using satellites in low earth orbits (LEO). These orbits
are significantly lower than the TELSTAR/RELAY orbits of the early 1960s. The early
"low-orbit" satellites were in elliptical orbits that took them through the lower van Allen
radiation belt. The new systems will be in orbits at about 500 miles, below the belt.
Cards Price:
40, 100, 300, 600, 1000.
Straightforward load:
Rs. 50
1: Gossip
2: Ease
International Sms Rs 3
3: Zenith
The tax is included in the final price but included only on over all cost. Competitor play
main role in price setting when they change their packages, then we have to change our
packages. This price is not a final price we can change it according to our needs and
competitors.
System integrators
Computer suppliers
Switch vendors
Multi- operators
Vertical Matrix
Compaq
Gem Plus
Procedure of Distribution:
Head office
Main franchises: (Distributor)
Sub Franchises: (Retailer)
Small Shops
Strategy and Plan about providing the product in every area of Pakistan: We are the
provider for all not for specific class.
For example:
Procedure of Promotion: In promotion our main objective is to guide and convince the
customer through;
Awareness
Knowledge
Liking
Decision
Purchase.
Test marketing
Surveys
Questionnaire method.
Sample Questionnaire:
Name (optional):
1) Do u have mobile?
Yes No
2) Which connection do you have right now?
Vodafone Mobil ink Ufone Warid Paktel
1)-
2)-
12) What step Vodafone should be taken to achieve its goals?
1)-
2)-
Signature:
Target customers:
Basically our target market is teen ages colligates. In first year we just
want to retain them not to earn profit.
Post-paid systems
1: Gossip
2: Ease
International Sms Rs 3
3: Zenith
1. Prepaid system.
Teen ages and ordinary business men are the target market of prepaid service
system.
Cards Price:
40, 100, 300, 600, 1000.
Straightforward load:
Rs. 50
Prepaid Package:
8
9 %
% 5
Research by: “The Intellectuals” 3 38
% 2 %
%
Market Plan on “VODAFONE”
Teen ages
Working women
lay man
business men
others Sector
Direct sales
Channel management
Marketing
Service management
Account management
Program management
Proposals and contract development
6 Action Program
The Vodafone will be launched in January 2007 one year action program January 2007 to
December 2007 is given under here. In first year we will mainly concentrate on
Targeting, Promotion and Positioning of our product.
Following is the summary of the action program. These are the strategies that we will
implement in the coming year.
January:
We will launch the Vodafone in the January 2007. After that we will promote our product
by using different means. We will exhibit a show in which we display our product
(Vodafone). We provide samples to selected product reviewers, opinion leaders, and
celebrities as part of our public relations strategy. Our training staff will work with sales
personnel at major retails chains to explain the Vodafone features, benefits, and
competitive advantages.
February:
We will start an integrated print/radio/ internet campaign targeting professionals and
consumers. The campaign will show how quickly Vodafone users can accomplish the
task using voice recognition.
March:
We will continue with the multi-media campaign. We will add consumer sales promotion
tactics. We will also distribute new point-of-purchase display to support our retailers.
April:
We will hold the trade sales contest offering prizes for the sales persons and retail
organization that sells the most Vodafone during the 3- week period.
May:
A new national advertising Campaign will start in May. The radio Adds will features
celebrities’ voices using the voice recognition system. The print ads will show these
celebrities holding their Vodafone.
June:
Vodafone will also exhibit a trade show (semiannual); it provides the channel partners
with new competitive comparison handouts as sale aid. We will conduct a survey. That
what did we do with the customers regarding our product. How much successful we are?
We will do a marketing analysis regarding the activities of our product.
July:
We will launch the Vodafone in the January 2007. After that we will promote our product
by using different means. We will exhibit a show in which we display our product
Vodafone). We provide samples to selected product reviewers, opinion leaders, and
celebrities as part of our public relations strategy. Our training staff will work with sales
personnel at major retails chains to explain the Vodafone features, benefits, and
competitive advantages.
August:
In the fifth month of its launching we will only concentrate on the promotion and
positioning of our product. We will decide the budget for promotion and style of
promotion that how we have to retain the customer for the long run and how we can
position our product in the mind of customer better then competitors so that we may get
competitive edge. We will also emphasis on customer call center.
Customer Care and Administration: we will provide free help line as well
as frequent answers of problems on net. Following things will be covered in customer
call care center.
o Activation/Deactivation status
o Usage Charges:
Bill amount;
Pending/adjustment amount;
September:
In sixth month we will decide how we can promote our product in unique way. So
that it will be known as differential product. We will emphasis on customer care call
centers so that our employees will help our target market if they will have any problem
during the use of our product.
October:
In October same strategy will be repeated.
November:
In the 8th month we will change our promotion style we will make a lot of banners
which will be pasted in the middle of town so that every one will be noticed them. In
spite of this we will have programs on radio for the promotion.
December:
We will have some extra activities for our promotion. Different activities for our
customers like play a game, Entertainment listen songs etc. free 50 messages in a month
etc.
January (2007)
In January 2007 we will celebrate one year of our launching in different way like
we will held hockey or foot ball match for the public some entertainment show. To
capture their attraction.
7) Budgets
Sales forecast:
Total estimated sale of Vodafone in one year will be varying.
Revenues are calculated separately for each product and for maintenance and consulting
services. In addition, product revenue is broken out between new sales and upgrade sales.
New sales and upgrade sales are further broken down into license, installation, and
customization revenue. The products included in this forecast are customer care and
billing products, prepaid packages.
Other
Expenses
Advertisement
Expense Forecast
2005 2006
Advertising/Promotion 1,098,000 1,185,000
Travel 3,186,000 3,297,000
Other 0 0
------------ ------------
Total Sales and 4,284,000 4,482,000
Marketing Expenses
Percent of Sales 14.19% 9.46%
Sales: 52978457
Operating Expenses:
Advertising/Promotion 1,185,0003,
Travel 3297000
Other 1150000
Electricity bills 1500000
8) Controls
We are planning to have tight control measures to closely monitor quality and
customer service satisfaction. By adopting this strategy we will able to correct our
mistakes quickly and will be able to make customer delighted.
Sales and marketing is a decentralized organization locating our professional staff close
to our customers' operations to ensure customer knowledge intimacy at all times. The
primary functions are:
Direct sales
Channel management
Marketing
Product management
Account management
Program management
Proposals and contract development
Conclusion
Cellular communication technology gives corporations the ability to extend the bounds of
a communications infrastructure to mobile-untethered users. Many corporations can and
are translating this mobility to a competitive advantage by enhancing inter and intra-
company communication. Competitive advantages may be achieved in many ways
including improving the quality of a company's products or services, improving the
relationship between a firm and its stakeholders (Note 1), increasing productivity , and
lowering costs (e.g., Freeman, 1984; Keen, 1986; Porter, 1980). This research paper
described cellular technology, competing technologies, cellular applications, life cycle
phases, cost considerations, hardware and software requirements, strengths, weaknesses,
opportunities, and threats found in cellular technology. It also makes recommendations
on how to incorporate cellular technology into organizations. Managers should use
information presented in this paper as a guideline to help make decisions relating to
cellular communication.
The opportunities for further research in the field of cellular technology include
quantifying how the technology improves productivity in organizations, developing
migration strategies to PCS platforms, and integrating the technology into the existing
data network infrastructure.