Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology

Czech Republic

Overview

The penetration in the Czech Republic is very high, with most users using prepaid cards. The market it dominated by two main operators. It is the second largest market in Eastern Europe, so is definitely worth considering.

2004

Millions

Penetration

Mobile subscribers

10

99%

Fixed lines

Breakdown of Mobile Operators

Eurotel Praha (http://www.eurotel.cz)

T-Mobile (http://www.t-mobile.cz)

Oskar (http://www.oskarmobil.cz)

Main shareholders

Cesky Telecom (100%)

CMobil B.V (60.77%), Cesk Radiokomunikace as (39.23%)

Telesystem International Wireless (TIM) (96.3%)

2004 Market share (million users)

4.2

4.1

1.7

2004 Monthly ARPU (Kc)

560

500

560

Average content price (all figures in Kc)

Average price

Colour logos

60

Black and white logos

30

Monophonic ring tones

31

Polyphonic ring tones

36

Java games

55

Quizzes

10

Chat services

10

Mobile voting

10

Adult content

50

Adult chat

15

Premium SMS/MMS/browsing

Eurotel Praha

T-Mobile

Oskar

Premium SMS (PSMS)

Type of PSMS

Premium MO

Premium MO

Premium MO, premium MT

End-user price inc. VAT ( )

Kc3 30

Kc3 30

Kc3 30

Number of digits allowed in shortcode

7

7

7

Premium browsing

Portal

Eurotel live!

T-Zones

n/a

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