Strategic Marketing

Strategic Branding on UK Broadband ServicesA DisserationCHAPTER 1 : IntroductionFollowing the deregulation of the tele confabulation manufacture in United state , a number of competitors and substitute products defecate emerged With the mandate under the conversations serve 2003 , the Office of Communication (OfCom ) was established as a regulatory office for the UK communications industries , which includes television , radio telecommunications , and radio set communications service . Its scope under the Communications Act 2003 , is as followsto further the interest of citizens in relation to communication matters , andto further the interests of consumers in relevant markets , where appropriate by promoting competitionThe British Telecommunications (BT ) is one of the world s leading providers of communications solutions and services , which operates in 170 countries around the world . In the United state , BT serves all over 20 million business and residential customers with more than than 30 million exchange distinguishs , as well as providing network services to other licensed operators . Its BT Retail auxiliary is UK s largest communication service provider , by market deal , to the consumer and small business markets . It supplies a wide range of communication products and services , including voice , data , internet , and multimedia services (on product line BT .comOnce a nationalized company , BT plc has traditionally dominated the UK s fixed line telecom market , controlling over 80 part of the UK s access lines , earning ? 8 ,507 million in revenues for 2006 (BT Annual promulgate 2006 . However , the passage of the Communications Act 2003 has been in decennaryded to step-up competition to the once monopolized of the fixed line industry in UKIndustry experts predicted that BT Retail s share of the UK s fixed line market leave fall from 82 percent to 45 percent over the next decade as increased competition begins to confidence trick .

At the moment , around 93 percent of UK households bring on a fixed line , with eight in ten supplied by BT However , despite the predicament of many industry experts , the benefits of increased competition has not been achieved as BT continue to have strong market dominance within the UK fixed line industry (Richardson 2005Table 1 . British Telecom s Retail connectionsYear terminus 31 March 2003 2004 2005 2006 Business 9 ,208 9 ,111 8 ,780 8 ,353Residential 20 ,358 20 ,550 20 ,850 19 ,940Source : British Telecom mathematical group plc (2006 . BT Group plc Annual 2005 Report (United Kingdom : BT Group ) [Online] Available : HYPERLINK hypertext transfer protocol / vane .btplc .com /Sharesandperformance /Annualreportandreview /Annualr eports /Cautionarystatement .htm http /www .btplc .com /Sharesandperformance /Annualreportandreview /Annualre ports /Cautionarystatement .htmTable 2 . British Telecom s Broadband customersYear end 31 March 2003 2004 2005 2006BT Wholesale ADSL end users 000 )803 2 ,226 4 ,973 7 ,949of which are LLU lines 3 11 41 356of which are BT sell customers 439 967 1 ,752 2 ,584Source : British Telecom Group plc (2006 . BT Group plc Annual 2005 Report (United Kingdom : BT Group ) [Online] Available : HYPERLINK http /www .btplc .com /Sharesandperformance /Annualreportandreview /Annualr eports /Cautionarystatement .htm http /www .btplc .com /Sharesandperformance /Annualreportandreview...If you want to get a full essay, order it on our website: Orderessay

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