Competitive Analyis of Telecom Sector in Cyprus

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Cyprus international Institue of management|
Course: Competitive Analysis Professor: Andreas Petrou|
Competitiveness of MTN Cyprus|
|
Antoine Haykal 20100049|
11/14/2011|

This paper is the personnel assignment on competitive analysis which analyze the competitiveness of MTN in the Mobile Data business, check the industry the company situation, the competitors, research the market, check MTN strategy and finally suggest a strategy based on all the researched points.|

Table of Contents
1.COMPANY BACKGROUND3
2INDUSTRY ANALYSIS4
2.1The Business we are in direct and indirect competitors4
2.1.1Telecom in General4
2.1.2Scope5
2.1.3Identifying the competitors6
2.2Quantitative Trends9
2.3Pest analysis situation analyses: Cyprus Data telecom industry12
2.4Analysis of industry attractiveness – Porter’s Five Forces15
2.5 The attractiveness of the industry16
2.6 Source of Competitive advantage17
3CUSTOMER SEGMENT ANALYSIS.19
3.1Profile20
3.2Which segments does the client serve currently and where they should focus in the future.27
4COMPANY ANALYSIS30
4.1Current company objective related to Data (SMART):30
4.2Financial Performance31
4.3Current Strategy37
4.4Strategy delivery38
5.FINDINGS FROM RESEARCH43
5.1.Data Collection Method43
5.2.Detailed Analysis50
5.3.Summary & implications for MTN.62
6.COMPETITIVE ANALYSIS63
6.1.Profile of competitors64
6.1.1.CYTA64
6.1.2.Primetel73
6.2.MTN position against its competitors.77
6.2.1.Mystery shopping survey77
6.3.Summary of Findings & Implication for MTN82
7.FUTURE STRATEGY83
7.1.Analysis of objectives – How they can be achieved83
7.2.SWOT Analysis.87
7.3.Generated ideas.88
7.3.1.List of ideas89
7.3.2.Ideas explained90
7.4.Strategic Options94
7.4.1.Ideas Prioritization and Evaluation95
8.New Strategy96
8.1.What should the new strategy be?96
8.2.New Strategy Execution.97
8.3.New Capabilities.99
8.4.Action Plan100
Appendix A101
PART A: MOBILE USAGE101
PART B: HANDSET RELATED103
PART D: NEW OPTIONS105
PART E: PSYCHOGRAPHICS MOBILE HABITS105
PART F: DEMOGRAPHICS106

1. COMPANY BACKGROUND

MTN is one of the largest telecommunications providers in Cyprus. It launched its commercial operations in Cyprus in July 2004 as Areeba, after having successfully won the auction for the second mobile license. Its license covers the use of both GSM and UMTS radio frequencies for the provision of full mobile services. MTN became the new brand name of Areeba in September 2007, following the acquisition of its mother company Investcom LLC by the multinational telecommunications company MTN Group. Launched in 1994, the MTN Group is a multinational telecommunications group, operating in 21 countries in Africa, Asia and the Middle East. The MTN Group is listed on the JSE Securities Exchange in South Africa under the share code “MTN”. As of September 2008, MTN Group has over 81 million subscribers in the countries in which it operates. In October 2008 MTN Cyprus made a strategic step through a Vertical Forward integration when buying the Germanos chain and Related Diversification by buying Otenet. In details, Amaracos Holding (a company owned by the Shacolas Group) has acquired 49% of MTN Cyprus’ share capital. MTN Cyprus has also acquired 100% of the retail chain Germanos, and 100% of Otenet Telecommunications, a fixed telephony and internet service provider in Cyprus. Through these acquisitions MTN has significantly expanded its distribution network with approximately 30 points of sales and is able to provide integrated mobile, fixed and broadband services. This joint venture enhanced the company’s capabilities and allowed MTN to continue to lead the way in technology developments in Cyprus, offering innovative products and services in mobile and...
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