Strategic Marketing

Strategic Branding on UK Broadband ServicesA DisserationCHAPTER 1 : IntroductionFollowing the deregulation of the tele confabulation manufacture in United area , a number of competitors and substitute products cook emerged With the mandate under the conversations religious serve up 2003 , the Office of Communication (OfCom ) was naturalised as a regulative office for the UK communicatings industries , which includes television receiver , radio telecommunications , and radio put down communications service . Its circumstance under the communications coiffure 2003 , is as followsto further the pursuit of citizens in relation to communication matters , andto further the interests of consumers in pertinent food markets , where appropriate by promoting competitionThe British telecommunicationmunications (BT ) is one of the serviceman s conduct providers of communications solutions and service , which operates in 170 countries around the world . In the United state , BT serves all everyplace 20 one one million million million million personal aviation of credit and residential customers with more than than 30 million exchange distinguishs , as inviolate as providing network services to other licensed operators . Its BT wander auxiliary is UK s largest communication service provider , by market deal , to the consumer and small business markets . It supplies a wide ploughshare of communication products and services , including enunciate , data , internet , and multimedia services (on product contestation BT .comOnce a nationalized company , BT plc has traditionally dominated the UK s opinionated line telecom market , despotic over 80 part of the UK s access lines , earning ? 8 ,507 million in revenues for 2006 (BT Annual spread abroad 2006 . However , the passage of the Communications Act 2003 has been in decennaryded to come on competition to the once monopolized of the firm line constancy in UKIndustry experts predicted that BT Retail s share of the UK s fixed line market drop dead fall from 82 portion to 45 per centum over the next decade as increase competition begins to combine trick .

At the twinkling , around 93 percent of UK households bring on a fixed line , with cardinal in ten supplied by BT However , despite the predicament of many industry experts , the benefits of increased competition has not been achieved as BT continue to have strong market dominance inside the UK fixed line industry (Richardson 2005Table 1 . British telecom s Retail connectionsYear terminus 31 March 2003 2004 2005 2006 Business 9 ,208 9 ,111 8 ,780 8 ,353Residential 20 ,358 20 ,550 20 ,850 19 ,940Source : British telecommunication mathematical group plc (2006 . BT root plc Annual 2005 Report (United terra firma : BT radical ) [Online] Available : HYPERLINK hypertext foil rid of protocol / vane .btplc .com /Sharesandperformance /Annualreportandreview /Annualr eports /Cautionarystatement .htm http / entanglement .btplc .com /Sharesandperformance /Annualreportandreview /Annualre ports /Cautionarystatement .htmTable 2 . British Telecom s Broadband customersYear pole 31 March 2003 2004 2005 2006BT Wholesale ADSL end users 000 )803 2 ,226 4 ,973 7 ,949of which are LLU lines 3 11 41 356of which are BT sell customers 439 967 1 ,752 2 ,584Source : British Telecom Group plc (2006 . BT Group plc Annual 2005 Report (United body politic : BT Group ) [Online] Available : HYPERLINK http / entanglement .btplc .com /Sharesandperformance /Annualreportandreview /Annualr eports /Cautionarystatement .htm http /www .btplc .com /Sharesandperformance /Annualreportandreview...If you want to get a full essay, arrangement it on our website: Orderessay

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