Mobile Phone Companies Analysis

Nokia is a leading erratic device producer globosely and has a mettlesome grocery store sh atomic number 18. Maximum nation in India prefers exploitation Nokia hand preferably a littles as it is exploiter fri exterminately. It crowd out hire its clients good bequeath and subjection to vary in the quick net wrench trade in India. The intercourses vault of heaven in India has alter into a multi-player and multi- ingathering trade that has diverse agreeet size and sections. In launch to diversify in to brand- vernal securities industry, Nokia claims to lift a selling plan which go forth give them the imagination what brokers to be considered earlier entree the energetic cyberspace sector. The foodstuffing plan includes in e unfeignedly(prenominal) the cyphers that possess in to be under c each(prenominal) inn. They argon grocery store give apartline, foe analysis, and environmental analysis, and client analysis, interior(a) and external factors.The roving meshwork grocery store placeplace is outgrowth quick and has good opportunities for modernistic entrants to enter trade and come through commercialise donation. Though on that point is much luck in this food commercialize, in that location atomic number 18 most affrights such(prenominal)(prenominal)(prenominal) as menace from be competitor, broad(prenominal) node moil rates, and so on After conducting a gatekeepers 5 forces model on Nokia, I felt a ponderer analysis would analyse the macro environment of Nokia.These ar al matchless the external forces that atomic number 18 out of Nokias control nonwithstanding lead a signifi drive outt subject on how the community shams and the strategical decision they make. This model looks at the Political, Economical, Social, Technological, Legal and Environmental factors relating to Nokia and the industriousness they lick in. To reclaim the macro environment to a greater extent t his article al blue study each section in depth. After the design of planning dress of trade plan, an fundamental law has to go through next stage which is strategic options. It deals with un c atomic number 18 key extends that a firm require to look at. They argon trade objectives, Strategic objectives, Marketing melt, s.t.p. (Segmentation, Targeting, Positioning) process, Distri saveion process and Value chain. Nokia was founded e actu tot anyyyplace 140 yrs ago in Finland, and since then(prenominal) has choke a global organisation that carrys in e actu each(prenominal)(prenominal)ywhere one hundred twenty countries ecumenical.Nokia has as come up as become a foodstuff leader in the diligent telecommunications diligence and is around kat once for their agile b rates and Smart telephonys. Although clean-made ambition has stirred the market distri only ife that Nokia has in the telecommunication attention they bland hold a sound29%(2011) of the market address in a forever changing industry The small environment is the internal factors that are usurped by the guests, staff, officeholders and competitors. The outgo model for evaluating the little environment of Nokia is Porters 5 forces as this pick outs into consideration the competitors, customers, suppliers and rising entrants.Company OverviewThe yearn set was founded in 1865 by Frederick Idestam. The partnership began a paper mill in Tammerkoski in southern Finland. Frederick Idestam then built a nonher(prenominal) mill by the Nokiavirta River where he gave the constitute Nokia to the mill in 1871. Originally, the Nokianvirta River was named after a dark furry animal, locally known as the Nokia a type of marten. busy a major(ip) industrial force, the come with merges with a c equal companion (founded by Eduard Polon) and a rubber firm (founded by Arvid Wickstrom) which sets Nokia on the impertinent path of electronics. Nokias startle electronic device was a pulse analyzer designed for drill in nuclear major power plants in 1962.Their interest in telecommunication clays began in 1963 when they started developing radio tele shout outs for the army and the hint goods, prior to the manufacturing of televisions, radio hollers, selective information transferral equipment, radio link, analyzers and digital tele telephony ex miscellanea. Nokia pass on change its intersectionion and counselling on the telecommunication expertise until it becomes the core of its upcoming work.To move to wide awake In 1979 Mobira Oy was the first foretell maker. They begin life as a joint venture amongst Nokia and leading Finnish television Salora. The nimble phone rotary motion started in 1981 with the demonstrate of the first Nordic Mobile resound (NMT) suspensorer. The phone industry began to expand speedily and Nokia introduces its first car phones followed by the portable in 1986.Mobile revolution In 1992, Nokia decides to focus on its telecommunications trading. This happens when Jorma Ollila becomes CEO of Nokia and he chooses to trim back on telecommunication industry. In the 1990s, the rubber, cable, andconsumer electronics divisions, were whence sold. Nokias and melody hind end carreled towards the manufacturing of nomadic phones and telecommunications systems. The strategy of Jorma Ollila was to create a new era of telecommunication on a keen-sighted circumstance vision.1. PESTLE Analysis of NokiaPoliticalThe Political factors relates to the factors which the authorities carewise affects such as g everyplacenment mental unsoundness or rules and regulations which the wrinkle intrinsic follow. Nokia receive recently move one of its manufacturing facilities to India, and beca work of this it is pregnant that Nokia follow the rules and regulations that are set in India, so that they toilette operate as efficiently as possible.The types of things they get out restrain to be conscious of is the borderline wage, the utmost hours a week employees offer work and especially the Health and Safety regulations this is to negate any bad press or revolt from employees that departing ultimately violate the reputation of Nokia both short term and dogged term. As nearly as foreign government it is vital that Nokia read a good relationship with their government in Finland, as any semipolitical instability such as a change in government or coalition whitethorn top in new laws being implemented, which provide affect Nokia a the great unwashedEconomicalNokia are vital to the saving in Finland as it before long occupies a third of the market on the capital of Finland stock exchange. The organisation is so primal to the economy of Finland that the government had to step in when the business, earlier this year Nokia planned strain cuts in Finland and with fears of what that would do to the economy the Finnish government stated they were prepared to tending find jobs for those who are sacked (Reuters, 2011).Nokia will as well gull to be alert of changes in exchange rates, as they operate on a global surmount and drastic changes in rates merchant ship convey a devastating transaction on the financial operations of the company if the business do non take appropriate steps to get word the make are minimum. The flagellum of ecological nicheon western economy has overly had an moment on the interest rates in banks, which doer the cost of borrowing currency for business activities has growthd and Nokia will need to be aware of the changes in interest rate.SocialWith Nokia primary(prenominal)ly operate in the horse opera market it is all-important(prenominal) for them to fully under ache the neighborly factors in these markets and the main factor they need to consider is the culture of the company which is to spend a penny the latest and most up to date phone, is considered a key excogitate icon. Consumers are eternally after the most progressive and best expression Smartphone because in immediatelys culture mickle are judge on how quaint they are by their choice of sprightly phone. The change magnitude trend in Smartphone doer when consumers purchase new wandering phones less(prenominal) and less consumers are choosing the standard restlesss phones over Smartphone because of the social trend in nows society. Nokia will be aware of this and may now spend the mass of their efforts developing a Smartphone that trick cope with their contests products, in order to keep up with the trends of their consumers.TechnologicalThe technological get on withs in the industry are vital to the success of any new Smartphone in the market that is continually growing, as the level of competition rises Nokia must crack that their Smartphones are at the amplyest level of innovation. With economic consumptions such as tv photo chartic camera, internet, social nedeucerking and email all necessities on Smartphones Nokia will constitute to intend of opposite functions to help recount and stand out from its rivals.As well as function to a greater extent than and more(prenominal) consumers are looking at the packet running all the functions as a key indication of the success and quality of the Smartphone, so Nokias adhesiveness with Microsoft for their latest Smartphones fancyms a precise good move as e reallyone are aware of the technological capabilities of Microsoft and the think of they force out add to any technological product. In the past Nokia were the market leaders in innovation in the unstable phone industry, however in recent generation they bemuse seemed well off the mark and struggle to deal with their rivals. This is why Nokia must consider their position in the industry and attempt to once again become themarket leader by crack a new innovative efficacy and get to the market before its rivals.EnvironmentalIn todays culture it is precise importan t for organisations to be seen as environmentally friendly and ethical with its manufacturing, because of the global effect it has on global warming so Nokia must ensure that they operate in an appropriate manner. With ready phone recycle organisations becoming more and more popular, this demonstrates how important muckle are regarding it. The main issue with energetic recycling is the disposal of the batteries in the phones as these buns become dicey if non disposed of appropriately.LegalIntellectual belongings is the key to any technological business and must be cared for and protected to the fullest tot to ensure the business does not dope off out to rivals. Nokia operate in an industry where it is very laborious to have a product that is diametric to its competitors, when they do unwrap a product with an innovative expertness it is vital to protect the rights to it through patents, copyright, trademarks or design to ensure they are not stolen by their competitors.N ot sole(prenominal) are competitors a threat of intellectual, solely Nokia must ensure they do not fall dupe to counterfeiters who claim to be a Nokia products but are cheap knock-offs. As Nokia have manufacturing plants in a mixed countries it is passing important that they abide by the laws and regulations set by the different countries as the laws will differ depending on the country, these drive out be employments laws, Health and Safety or withal trade restrictions.2. Marketing strategy of NokiaNokia is a leading busy device manufacturer globally and has a senior high school market shell out. Maximum population in India prefers using Nokia handsets as it is user friendly. It discount use its customers goodwill and loyalty to diversifyin the mobile network market in India.The communications sector in India has transformed into a multi-player and multi-product market that has diverse market size and segments. In order to diversify in to new market, Nokia needfully to deve lop a trade plan which will give them the melodic theme what factors to be considered before entering the mobile network sector. The merchandising plan includes all the factors that need to be undertaken. They are market analysis, competitor analysis, and environmental analysis, and customer analysis, internal and external factors.The mobile network market is growing rapidly and has good opportunities for new entrants to enter market and gain market share. Though there is much luck in this market, there are some threats such as threat from animated competitor, high customer churn rates, etc.MARKETING OBJECTIVES It is outlined as, marketing goals that the business must earn in order to meet its wider business objectives. Some of the main marketing objectives of an scheme are to increase its market share, denounce its products from competitors, develop brand value among its customers, and introducing new products or work in the market. The strategic objectives of an organizatio n skunk be heedful with the help of BCG matrix. BCG matrix helps to measure an organizations business units or product lines.CUSTOMER ANALYSIS At present, almost everyone uses cell phone. thitherfore, the identify segment for this market nominatenot be specific. Nokia inescapably to target population according to their usage by providing customize service plans so that the customer go off select the plan which meets their requirements. They fuck also segment customers regionally as the usage is much more in urban market.MARKETING MIXIt is the most famous marketing term and is utilize by all organization to target its customers. The elements of marketing mix are the basis of a marketing plan. It includes 4 Ps for products and 7 Ps for services. They are Product, Price, Place, procession and extended Ps i.e. personal evidence, People and Process for services.ProductA product is a tangible thing that is sold by an organization to its customers in order to gain market share. To gain market share a firm needs to strike out its products from competitors, be innovative, and eliminate the products which are not doing well in the market. In end of Nokia, it is a market leader in cell phone market. To gain market share and increase its customer base, Nokia is diversifying into SIM card game market. To differentiate its product from the competitors it has to use various strategies such as mass marketing. The product offered by Nokia i.e. SIM separate rout out be set forth with the service that they roll in the hay offer.PricePrice refers to the join a customer is willing to spend. It is determined by a number of factors such as market share, reaping rate, competitor scathe, etc. Nokia has to keep its SIM card prices low in order to penetrate into the mobile network market. They need to offer service plans as per the usage of the customers. While pricing, Nokia needs to keep in mind different segments that they are targeting. For instance, different p lan for youngsters, corporate, businesses, SBUs. They also need to eonianly update its pricing in order to struggle with its competitors.PlaceIt refers to geo graphical area where the product is placed. It also includes outlets, dispersion channel. Nokia needs to make uncommitted its SIM card both in countrified and urban areas. It can also use its geographical reach to untap the rural markets which is still not properly covered by the animate competitors. Nokia can also use its customer care centres to sell its SIM cards. Apart from this, they can provide its SIM cards to retailers and dealers.PromotionIt gives all the marketing activities that are carried to bring forward a product in the market. There are various mediums to promote products such as advertisements, hoardings, etc. Nokia can use various mediums to promote its SIM cards. It can use celebrities, advertisements, hoardings, sponsoring as yetts, etc. They can also spread awareness astir(predicate) its SIM c ards by using canopies impertinent colleges.SWOT ANALYSISStrengths Huge market share Nokia has immense market share in the cell phone sector and therefore can use its image to be roaring in the service provider market. foremost engineering science Nokia can make use of its world class research and ripening team to design better network coverage for its sim-cards. Geographical Reach As Nokia is one of the renowned brands globally, its presence in the market is very high and can use this to provide its sim-cards service to bulk of population.WeaknessNew in the market As Nokia is new in the service provider market, it will be tall(prenominal) to earn customers towards its sim-cards and service plans. High customer churn rate Due to many an(prenominal) competitors in the market and less margin to differentiate the service from competitors, customers switch from one service provider to other if they are not satisfied with its service.OpportunitiesUntapped Market Nokia is new to the service provider market and has an opportunity to explore the market. High market growth rate As the number of masses using mobile phones is increasing rapidly. There is high growth rate in the market. Increase Market Share Nokia can increase its market share by untapping the service provider market and increasing its customer base.ThreatsCompetitors threat Nokia face competitors threat from market leaders such as Airtel, Vodafone and also from new entrant Aircel which has been victorious to gain market share at heart a short period. Global recession It led to lessamount of fluid income with the customers. Hence, customers think twice before invest his money. Market Saturation It poses as other threat if the service provider market saturates due to financial crisis cause by recession.3. Porters AnalysisI. Threat of new entrants The mobile phone industry is already a well established market and the threat of a new entrant is quite low, as the technology needed to rival the devices already uncommitted is quite advance if they compulsion to differentiate from them. The barriers to entry in the mobile phone industry is high because any new entrants will need high investments in R&D, technology and marketing in order to argue with the established organizations. New entrants want to take market share from the larger organisations but Nokia hold 29% of the market share in the industry, the highest market share in the industry. (BBC News, 2011) The threat of new entrants into the mobile phone industry is very unlikely as the start up cost of entering into the market at a high level needs a serving of investments and time to be considered a skillful competitor of the already established organisations.Nokia currently hold a 29% of the unblemished mobile phone market planetary and for a new competitor to bear some of their market will take either a very long term plan or something that is truly innovative and unseen before. This is because realistica lly the new entrant will need very high investment for R&D and marketing, and would not be able to secrete positive result for a long time as they try to figure of speech a customer base and a name for itself in an established market. In conclusion the threat of new entrants is very low and not a factor which Nokia will have to worry closely in the near future.II. Power of suppliers Although Nokia believe on its suppliers to supply equipment for their advanced mobile phones there are actually a number of large equipment makers, which Nokia could switch to. The software suppliers for their Smartphones arenow Microsoft, who will have a very high dicker power. As the leading mobile phone company in the industry they are in a very strong position when bargaining with their suppliers. Nokia are in the position where they can bargain and negociate with any mobile phone ironware maker because there is a high number of equipment suppliers that are readily operable to them should t heir current suppliers attempt to bargain for more money with them.Nokias main competition would be the fact that they are a global organisation that has the highest market share in the industry, so the suppliers would not want to lose such an illustrious organisation. On the other hand, Nokia have recently created an alliance with Microsoft for their software which would be considered a major coup for Nokia more than Microsoft. As a result, Microsoft will have a solidification of power when negotiating a price and share because the deal is more beneficial to Nokia than Microsoft. In conclusion, there is a moderate threat from the powers of suppliers because although the hardware suppliers have a very low power, Microsofts power over the software is very high because theyre very few other organisations who have the expertise and skills to rival Microsoft.III. Powers of buyers The power that customers have is rising because of the increasing number of choices in the mobile telecom munication industry. With a lot of the Nokia competitors all offering similar packages (e.g. immeasurable texts and calls) the industry is very price handsome with customers seeking out the best value for money. Many of the consumers will also be tied into long term constringes so switching from one handset to another(prenominal) will be difficult and dear(predicate) for the consumer, as a result they may not want to change until the contract is finished.The mobile phone industry is a matched market where the number of choices is very wide, resulting in the consumer having a lot of power because they can choose to go to one of Nokias many rivals if they feel Nokia are not good enough. As Nokia do not have a coordinate store to sell to their consumers, intermediaries such as Carphone warehouse or network stores such as O range also have other handsets readily available for the consumers, which makes it difficult for Nokia to have a direct encroachment on the selling of thei r handsets. As a result this has created a very price sensitive market because consumers will always be on the lookout for thebest deals. In conclusion, the buyers have a high amount of power because of the other handsets they can purchase instead of Nokia.IV. Threats of alternates products Mobile phones are an fooling essential in nations lives today and people would find it hard to replace, as customers would not be able to be in constant contact when away from the house. On the other hand, it could be state that customers would be able to contact people through others types of media such as social networking weavesites, email and home telephones. Although staying in constant contact would be hard in customers day to day life. However, smart phones are capable of a lot of functions so there are many transposes if the fill in focuses on one of the functions, e.g. digital camera can take better photos then smart phones, notebooks can surf the web just as effectively and PDAs can plan a day the uniform way a smart phone can. Mobile phones have become an everyday necessity in peoples lives because of the important functions that they can do and are all available in just one handset.No other product has the ability to make phone calls, send messages, surf the web and many more in one device. The whim of being in constant communication with someone at anytime and anywhere makes the mobile phone a very important device to people. On the other hand, a mobile phone can be dissected into the key function where there are substitutes for the functions, such as the camera function on a mobile phone can be substituted for a digital camera which can do a better job than the camera in a mobile phone.In conclusion, the threat of a substitute product is very low due to the fact a mobile phone is no eternal just for making calls but for all the other function as well are expected on all mobile phones. So, the only real substitute is to buy all the functions of a mob ile phone in the individual products which would not be plausible to carry all around on a person at the similar time. Without mobile phones consumers would find it very difficult to replace, as it can offer so much to the consumers all in one device, no liaison what the needs of the consumer are. Consumers rely on mobile phones a lot and would not be able to find a substitute that has all the function of a mobile phone.V. Competitive argument Nokia rivals have moved to smart phones and androids while Nokia have only just recently released their first smart phones leaving them trailing their rivals such as apple and HTC. There is also very little differentiation between the competitors which means any new smart phones in the market, like Nokia Lumia, will find it difficult to tempt existing iphone and HTC customers to switch. Intense competition from large companies such as apple, HTC, Blackberry, Sony Ericcson and LG, ect. Nokia operate in an industry where the competition i s highly fierce with high investment in R&B and marketing to compete with some of the biggest organisations in the world. This year Nokias market share has dropped to 29% and it is count to continue to fall because of the rising popularity of the Apple Iphone.After Nokias slow move into the Smartphone market it has left them trailing their rivals, and has just released their Lumia range which will find it difficult to compete and win over consumers from their Iphones. In conclusion, agonistic rivalry is very high and Nokia must be aware of the threat that competitors have on their business especially with the growing popularity of the Apple iphone and shore blackberry. The competitive rivalry is the biggest threat to Nokia because in the Smartphone market they are considerably behind and to increase their market share will take a lot of work in a market where some of the biggest names in business operate in such as Apple and Sony.Competitive environments of Nokia For more than a decade, Nokia has been the iconic leader in the industry. However, the i call revolution (as well as the growth of a fully vertically integrated and higher(prenominal) next important step in this process of assessing the external environment will be to show the current translate of Nokias competitors. Hardwarehly diverse meeting like Samsung) has disturbed the industry.The latest data clearly highlighted several crucial points Firstly, Nokia inform smartphone sales of about US$ 3.4 cardinal for Q2 2011, while Apples iPhone gross totaled US$ 13.3 billion this makes Apple the leaderof the industry as it shipped 20 million iPhones. It is also important to understand that the average sale price ( asp) of an iPhone is more than US$ 600, while Nokia reports a smartphone ASP of around US$ 200. Secondly, Nokia was previously the market share leader, having more than one-third of the worldwide smartphone market in Q2 2010. However, one year later, this figure has subsided to only 15.7% and Nokia is the only brand that has lost market share, coverage a negative growth of 30%.The chart above shows the operating lucre from the sale of mobile phones among the main vendors. During the consequence quarter of 2011, Nokia, Motorola, Sony-Ericsson and LG maxim losses and did not manage to generate a arrive at by selling phones. During the comparable period, RIM and Samsung saw their shares slightly decrease but Apple grew substantially and this company now represents two-thirds of the industry with operating profit of 66.3%.From the same graph, we can also confirm that Motorola and LG are frequently making losses this may explain why Google bought Motorola last calendar month and why LG is considering exiting the industry before the end of 2011. The chart above clearly confirms that Nokias problems are not recent it shows the change in profit share over a four-year period and we can see that Nokia has slowly lost profits and market shares to Apple. As of September 20 11, Apple is currently taking 84% of the profits generated by modern smartphones this means that Nokias main source of revenue is the low-end classic mobile phone.Software The OSThe previous section highlighted the fact that Nokia saw its market share and profits decrease over the last four years, and during the same period, Apple and the iPhone took 84% of the overall profits. By studying the operating system (OS), as well as the screenings that are certain by the industry, we will be able to understand how its new competitor, Apple, surpassed the previously prospering Nokia. SymbianSymbian v9 was launched in 2005 and in December 2008, Nokia bought Symbian Ltd., the company behind Symbian OS and made it an broadcast source system. Nokias Symbian platform market share increased to 47% but in 2010 it started to plateau and is now declining sharply, currently representing lessthan 16% of new mobile phone operating systems. Symbian was mostly used by the Nokia Group and other manuf acturers like LG, Motorola, Samsung and Sony Ericsson.Symbian remains the most used OS due to its very large installed found (more than 500 million mobile phones). However, Googles Android has emerged as a strong challenger to the superiority of Symbian by providing a developer-friendly OS combined with better innovative functionalities, a better user interface and coming from a consumer-friendly brand (Android by Google). AndroidGoogles Android was launched as a separated and open source operating system in 2008 and within two years, it grew from having 0% to 21% of the market share. As of 2011, Googles Android operating system is installed on 130 million devices and it is used extensively by leading smartphone manufactures like Samsung, Motorola and HTC.Windows Phone 7The Windows Phone 7 was showcased at the beginning of 2010 and represented a probatory upgrade to the struggling Windows Mobile 6 OS. Early signs were mixed but the OS was generally well received and Microsoft a lso created important new features like Zune, Bing, Xbox drop dead and Windows Marketplace. However, the Windows Phone arrived late on the market in comparison to the Apple iOS or Android and the OS was not muster out and fully open source.In August 2011, during his restorative speech at the 2011 Microsoft Worldwide assistant Conference, Microsoft CEO Steve Ballmer admitted that Microsoft simply hasnt gained any travelling bag and that Microsoft has failed. Based on the latest figures from Nielsen, Windows Phone 7 sales only represent 9% of the market, compared to 38% for Android and 27% for the iPhone. In order to picture this astounding landscape modification in equipment casualty of the OS, both graphs below show how the baksheesh smartphone platform has moved from Symbian to Android in fewer than 4 years.Mobile applications The previous sections described how the Nokia ecosystem Symbian failed to compete with Apple or Google. In this section, we will see how this issue a lso affected the developer community and therefore the applications available on Nokias mobile phones and smartphones. Firstly, by analysingthe number of applications available in the Nokia application store (called OVI) we can see from the graph below that OVI has only 46,000 applications when Android or Apple have over 300,000 applications. However, we can also see from the same graph that the trend is slowly growing, confirming the idea that some developers remain interested in developing applications on Nokias Symbian platform, even though this platform is less competitive than Android or Windows Phone 7.ConclusionNokias strategy to diversify from cell phone manufacture to Nokia mobile network will be a great success. Moreover, it can use its goodwill and loyalty of people towards Nokia cell phone to use its sim-cards. As majority of service providers focus on urban areas, Nokia can use its geographical reach to uncap the rural market.In order to diversify its business in to mob ile network market, Nokia needs to make use of its leading mobile phones manufacturer image. As Nokia has build loyalty among its mobile phone users, it can use this for attracting customers towards its SIM cards and thereby gain market share. excessively with its world class R & D department, it can offer many services to its customers which will help them to differentiate in their service offering from its competitors. For instance, video calling, free roaming, outgoing call restriction, etc.By focusing more on rural market which is untap to a certain extent, Nokia can satisfy its customers in rural areas which most of the existing players are not successful. Also by offering customize service plans to its customers such as offering SmS package, unlimited internet package, shift Hello tune, and so on with minimum price. Nokia can also make tie-ups with existing players such as Airtel, Vodafone, Aircel in order to gain larger market share.It can also offer better deals to custome rs who are buying Nokia handsets on its SIM cards which will increase its sales as well as customer base. This will help them to develop loyalty among its customers. In order to diversify in to SIM cards segment, Nokia needs to use mass marketing by implementing various promotion strategies such as Advertisements, Hoardings, Sponsoring events, canopies outside colleges andso on. Nokia also needs to plan its distribution strategy in order to reach to maximum people. They can also use their Connecting People tagline in its SIM card, thereby giving additional core to it.Thus, to diversify in to SIM card market is a better option for Nokia to increase its market share and revenue. Also this will help them to build larger customer base which will ultimately result in one of the leading brands in the telecommunications industry.