Italia
Case Analysis
Does the logo remind you of something?
Structure of the Case Analysis
Industry Overview & Opportunity
Identification
Omnitel: Timeline & Strategy
SWOT Analysis
Understanding the Consumer
Behavior
Tariff Plan Analysis (TIM vs Omnitel, FreeTime Vs LIBERO)
Recommendation/Conclusion
Industry
Overview
Mobile Industry-Western EU
22.5 million customers in 1995 ; penetration of 5.06%( Industry in
Infant stage)
Post competition subscribers increased by 16,089 i.e. in 1996
New operators acquired market share worth 32%
WESTERN EU MARKET
25000
20000
Subscribers(1000s)
Growth(%)
70
63
22525
55
51
50
50
14490
15000
40
34
26
10000
5000
0
3471
60
4667
30
8911
20
5885
0.85
1.09
1.36