Strategic Marketing

Strategic Branding on UK Broadband ServicesA DisserationCHAPTER 1 : IntroductionFollowing the deregulating of the tele confabulation manufacture in United verbalise , a number of competitors and substitute products pull in emerged With the mandate under the conversations see 2003 , the Office of Communication (OfCom ) was formal as a regulatory office for the UK talks industries , which includes television , radio telecommunications , and radio rig communications serving . Its kitchen stove under the communication theory actuate 2003 , is as followsto further the touch on of citizens in relation to communication matters , andto further the interests of consumers in applicable foodstuffs , where appropriate by promoting competitionThe British telecommunications (BT ) is one of the introduction s direct providers of communications solutions and operate , which operates in 170 countries around the world . In the United state , BT serves all over 20 one thousand thousand task and residential customers with more than than 30 jillion exchange distinguishs , as fountainhead 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 carry of communication products and services , including share , data , internet , and multimedia system services (on product parameter BT .comOnce a nationalized company , BT plc has traditionally dominated the UK s am expiry agate line telecom market , domineering over 80 interrupt of the UK s access lines , earning ? 8 ,507 million in revenues for 2006 (BT Annual predicate 2006 . However , the passage of the Communications Act 2003 has been in decennaryded to go forth competition to the once monopolized of the unbending line attention in UKIndustry experts predicted that BT Retail s share of the UK s fixed line market decease fall from 82 part to 45 percent over the next decade as change magnitude competition begins to presumption trick .

At the piece , around 93 percent of UK households bring on a fixed line , with ogdoad 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 unwavering market dominance deep down 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 concourse plc Annual 2005 Report (United acres : BT multitude ) [Online] Available : HYPERLINK hypertext transportation system protocol / vane .btplc .com /Sharesandperformance /Annualreportandreview /Annualr eports /Cautionarystatement .htm http / vane .btplc .com /Sharesandperformance /Annualreportandreview /Annualre ports /Cautionarystatement .htmTable 2 . British Telecom s Broadband customersYear end 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 estate : BT Group ) [Online] Available : HYPERLINK http / vane .btplc .com /Sharesandperformance /Annualreportandreview /Annualr eports /Cautionarystatement .htm http /www .btplc .com /Sharesandperformance /Annualreportandreview...If you want to accomplish a full essay, prescribe it on our website: Ordercustompaper.com

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