Change Management

Change Management at Virgin Mobile

Abstractii

Introduction1

Report Overview1

Contextualisation1

The Telecom Industry of UK1

Level of Market Competition2

Virgin Mobile UK2

Data Center of Virgin Mobile3

Discussion3

Opportunity for Change3

Proposed Change5

Change7

Triggers of Change7

Type of Change8

Creating Readiness for Change9

1-Identification of opportunity and need for change9

2-Validation of Identified Need and opportunities10

3-Demonstration of prospective achievements of the change10

4-Attainment of the support of Team members10

5-Implementation10

Implementation of Change11

Conclusion12

References14

Abstract

In this paper, we have discussed the change management concepts on models with respect to the Change project of Virgin Mobile. Moreover, this paper discusses the ways of developing readiness of change and the approach of implementing change project at Virgin Mobile. Change Management at Virgin Mobile

Introduction

Report Overview

In this report, we will discuss the intended improvement achieved in the organization with the change implementation in Data Center of Virgin Mobile. In this paper, we will discuss the literature articles ad theoretical concepts with the appropriate referencing, with the provision of evidences for the proposed recommendations. Furthermore, this paper will provide a summary of the recommendations' models and approaches for the implementation of the change.

Contextualisation

The Telecom Industry of UK

The telecom industry of United Kingdom can be characterised as an amalgamation of oligopolistic market and monopolistic competition. The market liberalisation has enabled new competition induction in the market that launched differentiated and new products and telecom services. Moreover, the market is a mass market because of the presence of a huge customer base. In addition, the structure of the telecom industry in demands capital intensive approach that means a huge amount of money is needed by new entrants in the market. Therefore, a huge capital intensive market is a barrier for new entrants. The telecom service is based on the infrastructure like Edge and 3G. One more characteristic that is beneficial for the telecom organizations is the larger economies of scale that provides them cost benefits as compared to new competition (Data retrieved from: http://www.ukdissertations.com).

The telecom industry of United Kingdom has been experiencing an outstanding growth in past few years. In the year 2007, the industry generated £61.5 billion of revenues that made this sector the largest sector of United Kingdom. There are several telecom companies conducting business in the market. However, only few are characterized as major player in the market. British telecom is the oldest organization of United Kingdom telecom industry, but the company has lost its shares from new competitors. Other major players of UK telecom industry are Vodafone, Virgin Mobile, Orange and T-Mobile (Data retrieved from: http://www.ukdissertations.com).

Level of Market Competition

The level of competition in UK telecom industry is high and thus the companies operating in the market are forced to indulge in price and non-price rivalry. Retail of mobile is the major factor of the revenue stream of this industry. Novel technology like 3G has been gaining the fame that has further intensified the competition. Revenues, related to data and voice, have been reached to the figure of £15.1 billion. In the same way, the revenues generated from Short Messaging Service have also been increased by ...