Differentiation strategies in the UK mobile communications market: Services, packages and prices

Authors: Limkeatcherdchoo Sarunya, Whalley Jason, Ackermann Fran

Management Science Working Paper No. 18 (2005)

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Abstract

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The UK mobile market is increasingly competitive and mobile operators are attempting to differentiate themselves in order to compete in the market. The paper looks at how the five UK mobile network operators compete in the residential market. Three differentiation strategies are identified: services, packages and prices. The paper finds that the UK operators compete on a basis of all three strategies, though in different ways.