SERVICES MARKETING

Services Marketing



Table of Content

Introduction.................................................3

Discussion...................................................5

Conclusion...................................................17

References...................................................19

Appendices...................................................21

Figure 1................................................21

Figure 2................................................21

Figure 3................................................22

Figure 4................................................22

Figure 5................................................23

Introduction

The word Telecommunications is a combination of two words, “Tele” is a Greek word which means “far” and “Communicate” is the Latin word which means “share” or “pass”. It is found that telecommunications is the transmission of signals based on extensive distances which has been offering variety of services including television, radio and telegraph from a long period of time. Now the world has changed as the demand of data transmission is increasing which includes fax, email and communication via voice. ITU which is a union of international telecommunication stated that there would be more than 4 million subscribers around the world who will be demanding fixed and mobile telecommunications, and over one billion users worldwide. The hasty evolution of telecommunications services and the increasing demand for innovative services allow operators to provide multiple value added services to different businesses and its customers. This new trend has made tremendous changes in the telecom industry of not only United Kingdom but all over the world. Today, the most important factor responsible for the growth of global economy is telecommunications sector. (Rowley, 2009, Pp. 409-417)

The global telecommunications market is expected to reach between $ 3.4 trillion in 2011. The telecommunications industry has evolved from a simple set of points of connection with the child series of mobile devices.

The telecommunications industry in the United Kingdom provides communication services and information, including the transmission via voice, multiple multimedia and data services on huge networks such as cell phones and cable networks. British government steadily liberalized different network services and strategy for fresh entrants. Telecommunications sector in the United Kingdom is divided into the following three areas

Fixed-Line Telecommunication

Mobile Telecommunication

Data and Internet communications services

The telecommunications sector provides telecommunication services for fixed-line which includes not only regional services but also long distance and multiple network services. Different telecommunications services are being offered by mobile telecom industry including paging, data transmission, and satellite services. (John, 2007, Pp. 49-67)

Discussion

1.A definition your chosen sector by size and competitive structure. If applicable, identify the major strategic grouping(s) and the one you have selected for study. Assess the current marketing environment of this group.

The impact of technology on strategic alliances in telecom industry has created new trends through the expansion of connection-oriented networks and junction with IS sector, commonly known as information systems sector. The increased levels of competition in the current market conditions and the emergence of new markets through globalization has made telecom sector more competitive. Only those firms can survive which will be constantly offering the innovative services in order to meet the changing consumer demands. It can also facilitate multiple options to explore, in contrast to the elevated cost and several limitations involved with a merger or acquisition in telecom industry. The two line segments and the wireless industry have considered this possibility (for example, through an alliance rather than competition between T-Mobile and Cingular).

It is noted that wireless operators can save about 48% ...