Market research: Mobiles in Ireland

Résumé du document

In Ireland at present there are three leading network suppliers for the mobile phone industry. These are Vodafone, O2 and Meteor. While these three networks dominate the market between them there are a number of smaller networks such as the network 3 Ireland that are beginning to enter the market along with a brand new and very small network by Tesco which will be associated with the O2 network. The objectives of this project are to give an overview of the current Irish mobile phone operator market in Ireland, to look at the top competitors in the market and to obtain reactions from consumers in the market on the phone market. My objective is to also analyze this information and form my own conclusions and recommendations. After doing this project I have found that there are three mobile network operators that dominate the Irish market. These networks are Vodafone who hold 45.3% of the marker, O2 with 33.8% of the market and Meteor with 18.1% of the market. There is also one smaller player in the market, 3 Ireland who hold only 2.8% of the market and a new entrant in the form of Tesco who will operate on the O2 network.

Extraits

[...] Porting (switching mobile networks while still being able to keep you number) is very popular. Around 944,000 people have ported their number since the option became available. From the results of my survey it was clear that most people switch their numbers from either Vodafone or O2 to the Meteor. This may suggest that not many people switch between O2 and Vodafone. Results from the survey and figures from the communications Regulator show that all the networks on the Irish market have a majority of their customers on one of their pre-pay plans as opposed to their Bill- pay options. [...]

[...] The survey also showed that a lot of people of the people surveyed) have switched their mobile network at one point or another. The results showed that of the people who changed or their number all of them changed to Meteor from either Vodafone or O2. One of the main reasons for this was the price of text messages. People felt that 13cent with Vodafone was too much to pay for a text message compared with the 9cent offered by Meteor. [...]

[...] They are owned by Hutchison Whampoa who are one of Hong Kong's biggest companies and who are also the leaders in the video mobile industry. Like the other mobile networks in Ireland they have different tariffs to suit people's needs and wants. These tariffs can be seen in the table below. other networks text picture video BILL message charges any network anytime voice and video call charges anytime Tesco Mobile A new mobile network provider has been introduced to the Irish mobile phone market in Ireland in the last couple of months. In October 2007 Tesco mobile was introduced as Ireland newest mobile network. [...]

[...] (www.tescomobile.ie). The Tesco mobile network will have an 089 prefix and its aim is to offer simple pre-pay pricing plans to its customers. Bonuses will also be offered to Tesco club card holders when they top up their phones at one of the multiple top up outlets. Not much is known about the new mobile operator but it is known that they will offer 20cent calls and 9cent text messages to any network at any time. They will also offer unlimited calls, texts, and picture messages to other Tesco mobile customers if they but In Touch 10 and In Touch 30 bundles. [...]

[...] Appendix Dublin Institute Technology Q1. Are you Male Female Q2. Do you have a Mobile Phone ? Q3. Is your phone Bill-Pay or a Credit phone? Q4. If yes to question 2 what network are you with? Vodafone_____ 3Ireland(3G)_______ Q5.Have you ever changed networks eg from Vodafone to Meteor? [...]