Telecom Italia Mobile: Making Profits in a Mature Market



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Code : BSM0015

Year : 2004

Industry : Telecommunications

Region : Italy

Teaching Note:Not Available

Structured Assignment :Not Available

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Abstract: Telecom Italia Mobile (TIM) was the largest mobile operator in Italy– a mature market with mobile phone penetration levels exceeding 90%. Despite intense competition, the company was one of the most profitable mobile phone companies in Europe. It sustained its revenue growth in the saturated market through constant innovation and aggressive marketing strategies.

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Pedagogical Objectives:

  • To discuss the competitive scenario in the telecom industry in Italy and TIM's leadership role in introducing new and innovative services to its customer
  • To discuss TIM's future growth opportunities and the challenges it faces in Italy, brought about by the introduction of 3G (third generation) services and the advent of a new player

    Keywords : Telecom Italia Mobile (TIM); Growth Strategies Case Study; Innovation as growth strategy; Competitive growth strategy; Italian mobile market; Il Telefonino; Global System for Mobile Communication (GSM); Vodafone Omnitel, Wind Telecommunicazioni Spa; 2G (second generation), 3G (third generation); Short Messaging Service (SMS); EDGE (enhanced data rates for global evolution); Freemove alliance; Multimedia Messaging Service (MMS); Marco De Benedetti; Mature markets; Customer Relationship Management

    Contents :
    » The Telecom Industry in Italy
    » Making Profits in a Mature Market
    » Future Outlook


    Case Introduction >>


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