Shaking up France’s mobile market: An analysis of Free Mobile
Date
2013
Authors
Rollins, Sarah
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Publisher
Bachelor of Commerce Best Business Research Papers
Abstract
Free Mobile is a French broadband company. Free offers many services ranging from television, internet, and home phone; only recently Free has come into the mobile market in January 2012. Entering the market, Free offered low-cost plans that were almost four times lower than any other plan on the market at that time. This attracted many new customers and also created a price war between mobile providers in the industry. To set up their network, Free made a roaming agreement with another mobile provider, Orange. Because their initial network was quite small, this agreement allowed Free Mobile customers to use Orange’s network when Free’s network was not in reach. The three main competitors in the French mobile market are SFR, Bouygues, and Orange. When Free Mobile entered the market, each company was forced to adjust their mobile offerings and come up with new ways to attract and maintain their customers. Free Mobile was able to offer such low-cost plans because of their innovative technology and cost-saving methods. Free set up a network for internet use that allowed smartphone users to automatically switch from using the 3G network to Wi-Fi hotspots. This greatly saved on data roaming costs. To analyze Free’s business strategy and which factors make it successful, I will conduct a SWOT analysis, and examine Free’s marketing strategies and factors that affect customer loyalty.
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Citation
Rollins, S. (2013). Shaking up France’s mobile market: An analysis of Free Mobile. Bachelor of Commerce Best Business Research Papers, 6, 50-60.