UPC ASSIGNMENT
Introduction
UPC Biography
United Pan-Europe Communications (UPC) Is a European subsidiary of Liberty Global Group, world leader in cable TV.
UPC Broadband is a pan-European telecommunications company owned by Liberty Global and is active in several European countries providing bundled cable television, internet and telephone services.
UPC was founded in the Netherlands by United International Holdings and Philips, originally as United Philips Cable and later Pan-Europe Communications, before being bought out by Liberty Global. UPC provides internet, phone and television in 10 countries of Europe, and is a major provider in countries like Ireland, Poland, Austria, Slovakia, Hungary,Romania and Czech Republic. UPC has previously had operations in France, Sweden, Norway and Slovenia but these business units have been sold off.
Companies in the UPC unit:
UPC Austria
UPC Bosnia and Herzegovina (starts March 2014)
UPC Czech Republic
UPC Hungary
UPC Ireland
UPC Netherlands
UPC Poland
UPC Romania
UPC Slovakia
UPC Cablecom (Switzerland)
In Ireland, UPC has approximately 1,769,292 customers or 41.7% In March 2011
Proposition
Aujourd’hui UPC veut se lancer sur le marché de la téléphonie mobile et a pour but d’atteindre les 100 000 clients en 2 ans. 4 compagnies téléphoniques sont déjà présentes sur le marché : Vodafone, O2, Meteor et Three. Afin qu’UPC s’introduise et réalise son objectif il est nécessaire de mettre en place un plan pour étudier le marché de la téléphonie mobile irlandaise :
3- Potential Customer Profile
a) Their traits, needs, motivations & behaviours
Sur le marché de la téléphonie mobile, on distingue deux types de consommateurs bien distincts :
The personal Consumers
The organisational consumer
C’est principalement le marché des personal customers qui nous interessera.
Après étude du « Macquarie University report of the Mobile Nation, on remarque que le