Tellmor Action Plan

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If you were TDC's CEO, how would you react toTelmore's entry? * Lower prices to compete against Telmore * Differentiate from Telmore to maintain or increase customer willingness to pay * Do nothing Does Telmore have any advantage relative to TDC? How would you describe its advantage? Telmore has a competitive advantage over TDC due to its lower, lean cost structure, completely different value chain and a unique fact of having only one plan, which facilitated low-cost structure. Telmore could reduce its costs due to offering its customers only one product – pre-paid service. It did not have to design cost-intensive infrastructure for top-up services (such as vouchers) as money could be only transferred online or via credit card. Furthermore, no bills were delivered to customers - they could only download them online in PDF-format. The customer service was very lean and motivated and operated limited hours in comparison to 24/7 services provided by TDC. All of those factors allowed Telmore to significantly save on its operations and have lower break-even level, and provide ‘no-frills’ service as lower price, which gave it its competitive advantage over TDC. Hence, even though Telmore has to bought the minutes from TDC to resell to its customers, it had an advantage due to its unique offering and lean cost structure. In general, who will benefit from the regulation that forces operators to open their network to competition? * Consumers * Entrants * Incumbents If you were an incumbent operator such as TDC, would you grant access to a no-frills service provider if you were not required by the legislation to do so ? * Yes, because * No, because TDC could allow a company such as Telmore to develop a new customer base, which might be also consisting of migrating customers from other operators and providers, and

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