Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology

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 |
|
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| 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 price | |
|---|---|
| Colour logos | 2 |
| Black and white logos | 2 |
| Monophonic ring tones | 2 |
| Polyphonic ring tones | 2.50 |
| Java games | 5 |
| 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! |
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| Launch date | 2004 | 2003 |
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