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The Analysis of the Czech Mobile Market with Focus on Prepaid and Low-Cost Postaid Tariffs
Malířová, Tereza ; Mikolášek, Jakub (advisor) ; Čech, František (referee)
This thesis analyzes the Czech mobile market which has recently undergone significant changes. It focuses on the prepaid plans and low-cost postpaid tariffs and compares offers of all three full-fledged mobile operators which are currently available and the tariffs provided by the mobile virtual operators. The aim is to determine the cheapest option for different levels of consumption. To compare the prices of mobile services provided by the individual operators, the OECD basket methodology was established. The ČTÚ adopted this approach and adjusted it in order to reflect specific patterns of the Czech mobile market. Both of these methodologies were employed. The mobile baskets include a voice and text usage and in addition, some of them take into consideration the growing demand for mobile internet and thus, a certain amount of data is added to these baskets. The results show that the virtual operators are able to compete with the full-fledged operators in providing services even to customers with a relatively high consumption. Furthermore, the thesis seeks to identify possible distortions within the operators' offers, which occur when a customer with a certain consumption is better off choosing a prepaid tariff over the postpaid even though the postpaid tariff is supposed to cover this usage for a lower...
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Measuring Market Power: The Czech Market of Mobile Operators
Kolomazníková, Barbora ; Koubek, Ivo (advisor) ; Hayat, Arshad (referee)
The main focus of the thesis is the measurement of market power. Since market power is a determinant of the degree of competition, its measurement is the key feature of competition policy. We present various methods for assessing market power. One of the most famous ones are Lerner index and Herfindahl-Hirschman index, both of which belong to SCP paradigm. Another group of measures are the NEIO models, which provide the empirical analysis of relevant markets. For the estimation of market power, we have chosen the czech market of mobile oper- ators. We examine the three largest operators (i.e. O2, T-Mobile and Vodafone) in the period 2000-2013. Firstly, the model of Röller and Parker (1997) is used to identify the market's structure. Secondly, we employ the Appelbaum's (1982) industry-level measure to estimate market power. Keywords: market power, market structure, Lerner index, competition, industrial orga- nization, mobile operator, telecommunications Supervisor's e-mail address: koubek@fsv.cuni.cz Author's e-mail address: barbora.kolomaznikova@centrum.cz 1
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The use of new media in marketing with the company Vodafone as an example.
Hejdová, Markéta ; Köppl, Daniel (advisor) ; Máchová, Eva (referee)
The thesis analyse the use of new media in marketing communication, most of all with regard to the changes which had been taking place during last few decades. The development of information technologies a digitalisation brings about not only new communication channels, but it also causes changes in usage of the present ones. This requires not only the users but also the advetisers to adapt, at least if they are not willing to loose their customers. The means of communication in the world of new media is very specific and differs mainly in need of interaction and closer contact with the customer. On one side, this is a huge advantege since it is now possible to get immediate feedback, bur on the other side, there is also the danger of being publicly criticized. The changes in media world also diminish the difference between media producers and consumers by enabling anyone connected to the Internet to create and share content. I chose company Vodafone as an example, because in my opinion, when communicating in the world of new media, it is quite succesful. It actively communicates on social networks, it is able to integrate them into its campaigns and magazine iliChilli is a great example of owned medium. In conclusion, the thesis evaluates Vodafone activities considering the latest trends worldwide and it...
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The use of new media in marketing with the company Vodafone as an example.
Hejdová, Markéta ; Köppl, Daniel (advisor) ; Máchová, Eva (referee)
The thesis analyse the use of new media in marketing communication, most of all with regard to the changes which had been taking place during last few decades. The development of information technologies a digitalisation brings about not only new communication channels, but it also causes changes in usage of the present ones. This requires not only the users but also the advetisers to adapt, at least if they are not willing to loose their customers. The means of communication in the world of new media is very specific and differs mainly in need of interaction and closer contact with the customer. On one side, this is a huge advantege since it is now possible to get immediate feedback, but on the other side, there is also the danger of being publicly criticized. The changes in media world also diminish the difference between media producers and consumers by enabling anyone connected to the Internet to create and share content. I chose company Vodafone as an example, because in my opinion, when communicating in the world of new media, it is quite succesful. It actively communicates on social networks, it is able to integrate them into its campaigns and magazine ČiliChili is a great example of owned medium. In conclusion, the thesis evaluates Vodafone activities considering the latest trends worldwide and it...
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Digital Marketing Strategies - Combination of Digital Media Channels
Turazová, Barbora ; Klimeš, David (advisor) ; Huněk, Filip (referee)
The diploma thesis "Digital Marketing Strategies - Combination of Digital Media Channels" examines how the three telecom operators dominating the Czech market - T-Mobile Czech Republic, O2 Czech Republic and Vodafone Czech Republic - use the digital media channels within the communication with the customers. More specifically, it identifies and describes which channels do the companies involve into their marketing communication, how do they use them and why they have integrated them into the communication strategy. It also examines how the companies interconnect these digital media channels and how the channels can be combined to form an effective digital media strategy. By using the method of case study the companies ' digital marketing activities were examined. It was found that each company uses for its marketing communication the similar set of digital media channels, but the usage is different across the companies studied. Based on these findings I have identified three specific strategies - Diversified Content Strategy, Interactive Channel Strategy and Standardized Content Strategy. Each of the strategies has its advantages and disadvantages, which have been described and the strategies were compared. The findings also indicate that it is better to study the digital media channels as a whole,...
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The Development of the Czech Mobile Phone Operators Market
Urbancová, Eliška ; Svoboda, Roman (advisor) ; Severová, Lucie (referee)
Bachelor thesis deal with the beginning and development of the market of mobile operators after 1990.
The main part of the Bachelor's thesis is comparison of the development of prices and the types of services offered by different operators with regard to the gradual filling of the market other new businesses in the branch.
The second part presents to the appreciation of this mobile operator in terms of their dominance in the market with an intention to formulating objectively substantiated evidence, whether operators will not break the economic competition.
In the accompanying charts and tables, work compares the prices of tariff in each of the time periods for the operators and provides their comparison between them.
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SW tool for analysis of telecommunication service costs
Pelikán, Martin ; Lattenberg, Ivo (referee) ; Novotný, Vít (advisor)
The theme of this bachelor thesis is searching for and solving the problems connected with creation of application for analyzing tolls for telecommunication services and its realization. Furthermore, usable technologies, design of a web interface and the database are also discussed. Besides this, the bachelor thesis contains designed algorithm for comparing cell phone plans among one and/or more mobile providers. Screenshots from created application are also included in this document.
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Marketing Strategy of Telefónica O2
Bilavčík, Martin ; Doskočil, Radek (referee) ; Chlebovský, Vít (advisor)
The goal of this diploma thesis is to prepare a marketing strategy for Telefónica O2 Czech Republic, a.s. The strategy is focused on target market and is based on questionnaire research made with respondents from target population. Strategy contains proposal of steps which could help to acquire new customers and keep recent customers. The diploma thesis also contains summary of information about the target population usable by Telefónica O2 for further analysis.
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Position and role of call centers
Blažej, Michal ; Sejpková, Pavlína (referee) ; Chalupský, Vladimír (advisor)
This diploma thesis deals with the topic of „Position and Function of Call Centres in Telecommunications”. It focuses on alternative ways of customer´s communication with the company mainly by mobile phone. The content of this work is the characteristics of services, the specification of ways of communication between the customer and the company, the description of T-Mobile´s products using the alternative ways of communication with the company, the survey of T-Mobile´s Call centre´s activities and the research part. The aim of this work is to find out recomandations and progressions for improvement of working and standing of Call centre within the T-Mobile group. At the end of the work there are added some appendixes.
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The impact of liberalization e-communications on competition in selected EU countries between 1990 and 2013
Mračková, Lenka ; Ševčíková, Michaela (advisor) ; Pekárek, Štěpán (referee)
This thesis aims to evaluate the impact of liberalization on competition in the electronic communications market in selected European Union countries (the UK, Denmark, Finland, Italy, the Czech and Slovak Republics). The theoretical part provides an overview of basic concepts and characteristics of the electronic communications market and selected regulatory measures which aim to gradually liberalize the market. The practical part follows a growing number of virtual operators in individual countries and evaluates their impact on the indicators of competition (average price per minute, average revenue per user, voice traffic). Finally, the thesis summarizes the results in individual countries and concludes that countries with virtual operators achieve better results (on average) in those examined indicators (for end customers) than countries without virtual operators.
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