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There is going to be a paradigm shift in the perception of the cellular phone.
— Omnitel’s Vision Statement
In early June 1996, Fabrizio Bona, Omnitel’s marketing director, prepared for his meeting the next
morning with Francesco Caio, Omnitel’s CEO, to discuss his proposal for a new pricing strategy for
Italy’s second mobile phone service provider. He leafed through the folder containing the results of
Omnitel’s recently conducted market research. The survey indicated that customers were very happy
with Omnitel’s customer service. The results had also overwhelmingly indicated that the Italian
consumers viewed the monthly usage fee as a tax and resented it deeply...
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