Vodafone Launches Ultra Low Cost Mobile Handsets for Emerging Markets

Details

Case Code : CLMM085
Publication date : 2010
Subject : Marketing Management
Industry : Telecom/ Mobile phone
Length : 04 Pages
Price : Rs. 100

To download this case click on the button below, and select the case from the list of available cases:

» Marketing Management
» Marketing Case Studies**
» Case Studies Collection
» View Detailed Pricing Info

Key words:

Pricing, rural marketing, emerging markets, developing and emerging markets, competition, low cost, low-cost technology, mobile technology, Telecommunications, mobile banking services, Nokia, TCL, Vodafone

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 

Abstract:

In early 2010, the London-based telecom giant Vodafone Group Plc launched low cost handsets of which one was priced at less then US$15. These handsets were targeted at millions of consumers living in developing and emerging markets.

Issues   » Rural marketing; Marketing to the bottom-of-the-Pyramid segment   » Strategy for developing and emerging markets   » Product decisions   » Pricing decisions Introduction The London-based telecom giant Vodafone Group Plc (Vodafone), launched two ultra low cost handsets at the 2010 GSMA Mobile World Congress on February 15, 2010. These handsets - the Vodafone 150 and the Vodafone 250 - cost less than US$15 and US$20 respectively without subsidies...

Questions for Discussion

1. Discuss the rationale for Vodafone coming out with low cost handsets.

2. Will the Vodafone 150 and the Vodafone 250 help Vodafone to effectively tap the emerging markets?

Case Studies on Related Topics

1. Pricing it Right: Three Caselets in Pricing

2. The Hutchison Essar Acquisition: Vodafone's Foray into an Emerging Market

3. Bharti Airtel Limited and the Indian Telecom Sector

4. Nokia Corporation: Reversing the Decline in Brand Value

5. Nokia's Chinese Operations