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In Norway
By:
Krista Witherspoon
Kristian Arnesen
Company Profile
Established July 1992 Do Communications Over the Mobile
Network 51 million cell phone subscribers in
Japan Revenue of over $5 billion Osaifu-Keitai
Norway
PDI – 25 IDV – 62 MAS – 8 UAI – 45 Population of 4,610,820 GDP per capita $42,800 Rate of 1.03 cell phones per capita (2005)
Environmental Challenges
An aging Norwegian population 3G licensing is limited to 4 initial
companies A 3G license will cost more than $100
million Current Norwegian government may be
reluctant to let a major Japanese company enter the market
Entering the market
Joint venture with the Norwegian cell phone service provider Telenor
Telenor has over 2.6 million subscribers in Norway.
Telenor has over 82 million subscribers worldwide
Has the most popular pay as you go service Government owns 53%
The Competition
NetCom is the only major competitor Only other cellular phone company
with a 3G license Does not offer any such service as
Osaifu-Keitai Smaller market share than Telenor at
only 1.2million subscribers
The Norwegian cell phone market
Norway has 1.03 cell phones per capita Norwegian cell phone market is larger than its
population, at over 4.7million subscribers Will target the entire market, consumers as young
as 8 years have cellular phones Teenagers without credit cards can use it with
prepaid charge cards which are popular in Norway Continuously being regenerated Cell phone is an “In” item
Marketing Objectives
Use Norway as a test market for Telenor’s entire subscription base
Phones will be subsidized through Telenor for new subscriptions for market penetration
Will be offered to existing Telenor subscribers that are looking for their one year replacement phone
First terminals for use at Statoil gas/grocery stores
Osaifu-Keitai
A mobile wallet Service provided by using
an ICC in a cell phone (Integrated circuit card)
Uses 3G technology Electronic tickets,
membership card, airline ticket, key to your house
Pin code or Biometric scan for security
Consolidation of bills
Promotion Advertisement through television and
publications Sponsor events that requires tickets such as
the “Quart” festival Sales promotion through buying subsidized
phones Sales promotion by offering discounts at
popular retailers
Place & Distribution
Focus on the service. The phone acts as a distribution channel for ICC cards which provides the service
The cell phone will be used
Pricing
Process
Sign up and download profile from our web portal
Add money through Telenor’s pay as you go cards which we are adapting
Use your credit card Used by holding the phone over a scanner Adapted additional security measures
Timeline
Questions?
Thank you for listening