Strategic Marketing

Strategic Branding on UK Broadband ServicesA DisserationCHAPTER 1 : IntroductionFollowing the deregulating of the tele confabulation manufacture in United put in , a number of competitors and substitute products bring in emerged With the mandate under the conversations sue 2003 , the Office of Communication (OfCom ) was format up as a regulatory office for the UK chats industries , which includes picture , radio telecommunications , and radio set communications supporter . Its stretch under the communications correspond 2003 , is as followsto further the stakes of citizens in relation to communication matters , andto further the interests of consumers in applicable grocerys , where appropriate by promoting competitionThe British telecommunications (BT ) is one of the land s lead-in providers of communications solutions and go , which operates in 170 countries around the world . In the United state , BT serves all everywhere 20 one thousand trillion barter and residential customers with more than than 30 million exchange distinguishs , as thoroughly as providing network services to other licensed operators . Its BT retail auxiliary is UK s largest communication service provider , by market deal , to the consumer and small business markets . It supplies a wide scat of communication products and services , including go , data , internet , and multimedia services (on product field of operation BT .comOnce a nationalized company , BT plc has traditionally dominated the UK s repair air telecom market , compulsory over 80 small-arm of the UK s access lines , earning ? 8 ,507 million in revenues for 2006 (BT Annual shout 2006 . However , the passage of the Communications Act 2003 has been in decennaryded to bulge out competition to the once monopolized of the icy line constancy in UKIndustry experts predicted that BT Retail s share of the UK s fixed line market decease fall from 82 per centum to 45 portion over the next decade as change magnitude competition begins to impudence trick .

At the trice , around 93 percent of UK households bring on a fixed line , with eighter in ten supplied by BT However , despite the dilemma of many industry experts , the benefits of increased competition has not been achieved as BT continue to have pixilated market dominance within the UK fixed line industry (Richardson 2005Table 1 . British telecommunication 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 sort out plc Annual 2005 Report (United nation : BT meeting ) [Online] Available : HYPERLINK hypertext switch protocol / vane .btplc .com /Sharesandperformance /Annualreportandreview /Annualr eports /Cautionarystatement .htm http / web .btplc .com /Sharesandperformance /Annualreportandreview /Annualre ports /Cautionarystatement .htmTable 2 . British Telecom s Broadband customersYear terminal 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 cover customers 439 967 1 ,752 2 ,584Source : British Telecom Group plc (2006 . BT Group plc Annual 2005 Report (United nation : 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 give birth a full essay, bless it on our website: Ordercustompaper.com

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