Case Questions
1. Describe the general trends for cellular telephones and cellular telephone usage in Europe in 1995.
2. Choose one of the following four countries to analyze:
a. Finland: Describe the product offering and the multipart pricing scheme for Finland as well as the results in terms of market penetration and churn. (Note you should include an analysis of
channel pricing as well as end user pricing).
b. Sweden: Describe the product offering and the multipart pricing scheme for Sweden as well as the results in terms of market penetration and churn. (Note you should include an analysis of
channel pricing as well as end user pricing).
c. Norway: Describe the product offering and the multipart pricing scheme for Norway as well as the results in terms of market penetration and churn. (Note you should include an analysis of
channel pricing as well as end user pricing).
d. Great Britain: Describe the product offering and the multipart pricing scheme for Great Britain as well as the results in terms of market penetration and churn. (Note you should include an
analysis of channel pricing as well as end user pricing).
3. Describe the Mobile telephony market in Italy and the nature of competition.
4. Describe the product offering and the multipart pricing scheme for Telecom Italia Mobile as well as the results in terms of market penetration and churn. (Note you should include an
analysis of channel pricing as well as end user pricing). What was the number one competitive issue for Caio and why?
5. What was Omnitel’s initial strategy? Use a 4-P analysis to describe that strategy.
6. How did Omnitel determine customer needs? Briefly describe those needs.
7. What were Omnitel’s two competing “pricing” strategies? (Note you should include an analysis of channel pricing as well as end user pricing). Which would you favor? Defend your
conclusions.
8. What was Omnitel’s modified strategy? Again use a 4-P analysis to describe the strategy.