Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology

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 |
|
|
| 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 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 |
| 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 |