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Title: Omnitel

Essay Details

Subject: Business
Date: May 9, 1997
Length: 6 / 1722
No of views: 0
Essay rating: good 0, average 0, bad 0 (total score: 0)

Essay text:

It simply copied TIM's structure and used the same distribution network, but with less coverage area than TIM. Omnitel's vision statement announced that Omnitel wanted the cell phone to become as ubiquitous as the wristwatch (in contrast to TIM's ?Status Symbol' strategy) - to change the rules; yet Omnitel simply copied TIM's model, effectively marketing to the same market segment as TIM...

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It's not clear how Omnitel expected to take market share away from TIM by copying TIM in the areas most important to customers. Although customers lauded Omnitel's service, it seems more likely that good service will allow Omnitel to retain customers, rather than convincing them to switch or sign up for cellular service...

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