Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology

France is one ofthe largest mobile markets in Europe, around 40% ofthe market is prepaid, and it is currently dominated by three operators.
| 2004 | ||
|---|---|---|
| Millions | Penetration | |
| Mobile subscribers | 45 | 73% |
| Fixed lines |
|
|
| Orange (http://www.orange.fr) | SFR (http://www.sfr.fr) | Bouygues Telecom (http://www.bouyguestelecom.fr) | |
|---|---|---|---|
| Main shareholders | France Telecom (100%) | Vivendi Universal (56%), Vodafone (44%) | Bouygues (83%), E.on, BNP Paribas |
| 2004 Market share (million users) | 22 | 16 | 7 |
| 2004 Monthly ARPU ( ) | 35 | 37 | 47 |
| Average price | |
|---|---|
| Colour logos | 2.5 |
| Black and white logos | 2.5 |
| Monophonic ring tones | 2.5 |
| Polyphonic ring tones | 2.5 |
| Java games | 5 |
| Quizzes | 0.5 |
| Chat services | 0.5 |
| Mobile voting | 0.5 |
| Adult content | 3 |
| Adult chat | 0.5 |
| Orange | SFR | Bouygues telecom | |
|---|---|---|---|
| Premium SMS (PSMS) | |||
| Type of PSMS | Premium MO with mandatory MT, premium MT | Premium MO with mandatory MT, premium MT | Premium MO with mandatory MT, premium MT |
| End-user price inc. VAT ( ) | MO 0.00 1.50, MT 0.15 0.50 | MO 0.00 1.50 | MO 0.00 1.50, MT 0.15 0.50 |
| Number of digits allowed in shortcode | 5 | 5 | 5 |
| Premium browsing | |||
| Portal | Orange World | V-live! | i-mode |
| Launch date | November 2003 | October 2003 | November 2002 |