Vodafone Docomo International Marketing

Group 14
Shruti Sanklecha 46 Swati Moolchandani 51 Swetaleena Das - 52 1

History
Year Milestones Achieved

1982 JV between Racal Strategic Radio Ltd (had UK cellular telephone network licences) & Millicom & Hambros Technology Trust - Racal Vodafone
1987 Vodafone launched and recognized as largest mobile network

1993 Vodafone Group International formed to acquire licences & overseas interests
1994 first network operator:UK to launch data, fax & SMS services over digital network Joins the Globalstar consortium to develop and launch a Low Earth Orbiting Satellite mobile phone service. 1996 Per second billing on the digital network is introduced 2001 Introduces instant messaging to its networks. worlds first 3G roaming call between Spain and Japan 2002 Global mobile payment system in the UK, Italy and Germany European GPRS roaming service & Vodafone live! and Mobile Office - two new consumer and business proposition 2003 Orange, Telefonica Moviles, T-Mobile, and Vodafone form a new association to drive interoperable mobile payments. 2 2004 Launch of 3G service in 13 markets & in 2006 it reached 10 million

History
Year Milestones achieved 1992 NTT Mobile Communications Network, Inc. takes over Nippon Telegraph and Telephone Corporation's mobile communications business 1994 Launches "CITYPHONE" 1.5GHz digital cellular phone service 1997 Launches "DoPa" packet data communications service 1999 Launches "i-mode" service 2001 Launches "FOMA" 2005 Launches "iD" Credit Card Brand 2008 Changes new corporate logo and new brand statement

2010 Merges with eight regional subsidiaries Changes corporate brand logo
2010 Launches "Xi" LTE service
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Acquisitions/Mergers
Year 1989 1999 Company Racal Telecom Cable & Wireless Merger - Vodafone Group Plc and AirTouch Communications Inc. Mannesmann AG Largest mobile telecommunications company Business

2000 2000

Vizzavi is launched, a 50/50 joint Multi-access branded Internet portal venture between Vodafone AirTouch for Europe. and VivendiNet Orange, Telefonica Moviles, TMobile, and Vodafone New association to drive interoperable mobile payments.
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2003

Disinvestments / Mergers
March 1999 - Discontinues analog cellular phone service March 2007 - Discontinues "QUICKCAST" paging service January 2008 - Discontinues PHS service _____________________________________________ July 2008 - Merger with eight regional subsidiaries
Tata Teleservices India PLDT Philippines HTCL Hong Kong Robi Axiata Bangladesh KT S.Korea FET Taiwan DOCOMO PACIFIC - Mariana

Geographic Coverage

Geographic Coverage
Partner markets - Partner markets extend reach outside equity

investments by entering into a partnership agreement with a local mobile operator, enabling a range of global products and services to be marketed in that operators territory Vodafone cooperate with partners in the development and marketing of certain services and products These partnerships create additional revenue through fees paid by the partners for access to Vodafone Group products, services and its brand portfolio without the need for equity investment Deliver cross-border services to customers across the major markets of western Europe
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Countries Entered Europe

Ireland, UK, Netherlands, Hungary, Romania, Germany, Czech Republic, Farore Island

Latvia
Austria
Belgium France

Switzerland Luxemburg

Denmark

Countries Entered Asia

Armenia, Turkmenistan
Saudia Arabia, Iraq, Sudan, Kuwait, Bahrain

Singapore China Thailand

Afganistan

Malaysia
UAE

Taiwan Japan
South Korea
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Countries Exited
Vodafone entered (and departed) the Japanese market in 2006 at a loss of billions of pounds Introduced handsets that were manufactured for the European markets in the Japanese market
The tech-savvy Japanese rejected these offerings.

Vodafone also delayed the roll-out of 3G6 services in the market

Resulted in a steady erosion in its customer base

Soured Vodafone on the Asia-Pacific market In contrast, competitors NTT DoCoMo7 and KDDI introduced cutting edge technology and handsets that appealed to Japanese customers.
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Geographic Coverage

Mobile Operators: Tata Teleservices India PLDT Philippines HTCL Hong Kong Robi Axiata Bangladesh KT S.Korea FET Taiwan DOCOMO PACIFIC - Mariana

Other Business: DOCOMO intertouch Singapore Packet Video US Eye Fi US Mobile Innovation - Thailand 11

Services
Business Solution
Personal Solutions Vodafone global enterprise Roaming Branded Phones & Devices
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Services
i-mode with Java i-area: Location Based Service i-motion: Dynamic Video Content i-motion mail i-shot: Digital Camera Capability i-channel

I mode

Osaifu-Keitai

Mobile phones with wallet functions service

International Services
Xi

International roaming service International dialing/messaging service

Japans first wireless connectivity service 13 based on LTE next-generation mobile

Customer Value Proposition

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Customer Value Proposition

Determined push to make a smart life a reality for every customer Restoration Of Network Infrastructure Grow net additions by promoting smartphones and Xi Provide cloud-based services Evolve into an Integrated Service Company with mobile services at its core Improve customer satisfaction and ensure safety and security

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Key Competitors in Country Segments

Key Markets
Germany Italy Spain UK US

Main Competitors
E-Plus, O2, T-mobile TM, Wind 3 Amena, Telefonica Moviles, Xfera Orange, O-2, T-mobile, 3, Virgin Mobile AT&T Wireless, Sprint Nextel, T-Mobile

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Key Competitors in Country Segments

KDDI Corporation Vodafone Hutchison Telecommunications Hong Kong Holdings Limited Softbank Mobile Corporation China Mobile

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Channel structure(1/4)

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Indirect Channel(2/4)
TIER 1 -URBAN TIER 2 -RURAL

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Distribution (3/4)

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Direct Sales(4/4) Direct Sales

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Distribution Network

Docomo Primary Sales Distributor

Secondary Sales Retailer

Tertiary Sales Consumer

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Value Chain Analysis

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Source: International European Journal

Value Chain Analysis

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Source: International European Journal

Country Entry Strategies

Focused on Acquisition Buys a controlling stake in the domestic run mobile phone operators Entering the market via equity means achieving an extensive degree of involvement in a foreign market faster than any other method. leapfrog the stages otherwise required to build a foundation Joint-Venture of contracted duration
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Country Entry Strategies

Strategic Friendly Alliances with more experienced competitors helps DoCoMo market its technology abroad and become a global player in the industry Silver Global strategy-Aggressive investment into foreign mobile operators

Expansion and improvement of its foreign subsidiaries and branches Honkong, US UK Netherlands ,Taiwan Main objective was to create defacto standard of WCDMA and to establish mobile multimedia services in the world major markets
Transfer of skills and technologies to promote greater co-operation26

International Marketing & Advertising Strategies

Vodafone is working with Visa to reach out to consumers who are willing to use one Focused on offering value added mobile data services to its customers. In addition, is also focused on improving technologies to deliver data faster Hence its customer focused and product led Unleashing the power of IT to provide better customer experience which builds brand loyalty
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International Marketing & Advertising Strategies

Pay per second Adverts Laying emphasis on Social Media Strategy

Promotion of customer focused marketing

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Brand Strategies
Dual Branding Value added services and competitive charging Product Led strategy Launched 'Vodafone live! Brand slogan-Power to You

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Brand Strategies
Brand Slogan :Ultimate Potential in your hand Express DoCoMo's commitment to offer highquality, value-added mobile services and technologies that enhance human relationships and lifestyles Steadfast implementation of actions for improved customer satisfaction Personalization of services

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Promotion Strategies
Sponsorship Strategy befitting Corporate Strategy Vodafone has unveiled a 3G logo to run across marketing and promotional activity for its nextgeneration mobile package. Providing up-to-the-minute sports services is a winning formula , and is one that is providing Vodafone with plenty of positive press coverage, word-of-mouth and public relations.

Promotion Strategies
DO THE NEW Campaign Promotion of Xi services in Japanese markets

Financials

Financials

Financials

Challenges

Recommendations

There are typically between three to five mobile network operators per market, although in some markets, such as India, there are considerably more. Low switching cost

Optimization in services and CRM Realize opportunities for cross- selling and up-selling. Improvement in online services.

Challenges

Recommendations

Network Infrastructure Development of new services Overcoming Natural Expansion through Disasters acquisitions In Japan, mobile Focus on LTE market has reached services its saturation point position in emerging markets