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Above that phones were used as an expression of one's personality.
1. TIM - Telecom Italia Mobile, during 1995-1996 was perceived as a monopoly which possessed 97% of the 7.5% penetration of the cellular telecommunication market in Italy. It's marketing strategy was primarily devoted to the upper class of the Italian society, due to the fact listed above that the Italian consumer perceived the cellular phone as a status symbol and an item of indulgence. As most monopolies TIM was perceived as an impersonal company, with bad customer service, never offering a polite word.
19% of TIM's customers were unsatisfied by TIM's technical assistance and plan flexibility...
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