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Implementace Business Intelligence v MVNO
Kamenchshikova, Alena ; Pour, Jan (advisor) ; Basl, Josef (referee)
The goal of this paper is to implement Business Intelligence solution for mobile virtual network operator Erbia Mobile. The first part is devoted to description and analysis of concepts and architecture associated with BI implementation. The second part deals with technical aspects of BI introduction to the company based on listed requirements gathered from series of interviews with management. Implementation is initiated by analysis of company data sources and detailed description of attributes essential to the telecommunication industry. Based on requirements and data source examination outputs, multidimensional analysis is created and described in detail. Next part describes individual components (Data Warehouse, ETL, OLAP cubes) implementation as well as different optimization techniques. Given components created on Microsoft platform using Integration, Analysis and Reporting Services. Final reports and dashboard visualizations are created using MS Excel and Power BI software tools.
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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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Selected company marketing communication assessment
Staňková, Pavlína ; Huml, Jan (advisor) ; Jiří, Jiří (referee)
Diploma thesis is focused on assessment of Kaktus the T-Mobile Czech Republic brand marketing communication. The company provides telecommunication services and the brand is targeted at specific group. The thesis is divided into theoretical and practical parts.
In the theoretical part, there is described theoretical basis emerging from study of literature, as there are determined basic terms like marketing mix, marketing of services, marketing communication, marketing communication toolkit, social media communication, psychological impacts of advertising and marketing research.
The practical part presents T-Mobile Czech Republic a.s., describes its marketing mix, its most important competition and the degree of risk they stand for. The core part involves delineation and evaluation of currently applied methods of marketing communication that were developed after interview with brand marketing communication specialist and providing with internal data. The following part contains evaluation of questionnaire research that was realized among members of the target group in order to find out the way they perceive the brand marketing communication. It also contains evaluation of analysis of existing and potential impacts on the brand that was developed on the basis of internal data. These results are basis for the suggestion of marketing communication extensions heading to expansit of brand awareness and number of customers without being inconsistent with the brand ideology.
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The Analysis of the Czech Market of the Mobile Virtual Network Operators
Zich, Štěpán ; Vávra, Oldřich (advisor) ; Zelenka, Martin (referee)
The thesis analyzes the Czech market of the mobile virtual network operators. It's a young and dynamic market. First entity entered in late 2012 and today there are over sixty competitors. This thesis therefore includes the historical background of the liberalization of the telecommunications market in CZ. Furthermore, the text briefly describes today's worldwide and Czech situation in telecommunications. The main goal of the thesis is to analyze whether there is stronger competition on the Czech telecommunications market after the entry of mobile virtual network operators and which of them are likely to succeed. Using Porter's five forces analysis the thesis concludes that there is a stronger competition. The MVNO's success matrix indicates which subjects will win on the market and the strategic groups' analysis compares them with their nearest competitors. The synthesis of applied analyses brings a complex view on the telecommunication market in CZ after the entry of MVNOs.
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