Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology

Greece

Overview

With a penetration rate of 90%, the Greek market is moving forward at a fast pace. There are four main operators in Greece, and the market is dominated by the big two Vodafone and Cosmote.

2004

Millions

Penetration

Mobile subscribers

10

90%

Fixed lines

Breakdown of Mobile Operators

Cosmote (http://www.cosmote.gr)

Vodafone (http://www.vodafone.gr)

TIM Hellas (http://www.tim.com.gr)

Q-Telecom (http://www.qtelecom.gr)

Main shareholders

58.95% OTE, 9% Telenor B Invest

51.88% Vodafone Group, 10.85% France Telecom

80% TIM International N.V

Privately owned

2004 Market share (million users)

4.2

3.3

2.5

0.5

2004 Monthly ARPU ( )

33

34

27

23

Average Content Price (All Figures in )

Average price

Colour logos

2

Black and white logos

2

Monophonic ring tones

2

Polyphonic ring tones

2.50

Java games

5

Premium SMS/MMS/browsing

Cosmote

Vodafone

TIM Hellas

Q-Telecom

Premium SMS (PSMS)

Type of PSMS

Premium MO

Premium MO

Premium MO

Premium MO

End-user price inc. VAT ( )

0.25 1.00

0.25 1.00

0.25 1.00

0.25 1.00

Number of digits allowed in shortcode

4

4

4

4

Premium browsing

Portal

i-mode

V-Live!

Launch date

2004

2003

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