Mobile Network Operator Marketing Strategy – The Comparison of 3G and WiMAX operational Model
碩士 === 國立中山大學 === 資訊管理學系研究所 === 96 === WiMAX is a new mobile technology which provides high bandwidth and VoIP service. Therefore, WiMAX will bring effects to 3G telecom market. It is important that 3G telecom how to face WiMAX effects and WiMAX telecom how to enter the telecom market. Because WiMAX...
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| Format: | Others |
| Language: | zh-TW |
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2008
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| Online Access: | http://ndltd.ncl.edu.tw/handle/8csqvv |
| Summary: | 碩士 === 國立中山大學 === 資訊管理學系研究所 === 96 === WiMAX is a new mobile technology which provides high bandwidth and VoIP service. Therefore, WiMAX will bring effects to 3G telecom market. It is important that 3G telecom how to face WiMAX effects and WiMAX telecom how to enter the telecom market. Because WiMAX does not operate popularly and literatures usually only compare technology between WiMAX and 3G, this research discusses pricing strategy of the WiMAX and 3G.
This study discusses WiMAX and 3G based on MEC Model and Customer Differentiation Matrix, and uses price and platform of the MEC Model and customer valuation and customer need of the Customer Differentiation Matrix to discuss strategic position. This research uses case study to interview executive managers of the WiMAX and 3G telecoms. According to interview results and secondary data, this study concludes telecom strategic positions.
These results: (1) voice service will become mass market; (2) mobile value-added service will become important strategy; (3) WiMAX telecom will enter telecom market quickly; (4) WiMAX is not only a competitive role but also a complementary role; (5) mobile telecom will become personalized service. This conclusion discusses WiMAX and 3G positions according to marketing strategy. The telecom market will create new pricing strategy due to market competition after WiMAX enters telecom market.
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