EasyMobile: An overview
One can see that the number of people who choose products based on their price tags has increased. The consumer has radicalized his behavior and is constantly seeking to compare prices and track promotions. This is a strategy that has been called the ?takeover of consumption,' there is a dominance of consumerism and the consumer is no longer ashamed of being stingy. Disoriented and confused by the constant increases and decreases in prices consumers seem to have lost confidence in the price variable.
This is how the concept of low cost appeared on the mobile telephone sector. This concept is now becoming increasingly important, especially after the good results produced by Telmore on the notoriously difficult Danish market. This concept of low cost is the strategy that is used by mobile operators who do not have the infrastructure for their own network and so leases this from another operator. They buy mobile phone minutes from traditional operators and then resell them to their customers.
Only M6 Mobile and Universal Mobile dominate this market, each has more than 200,000 and 250,000 customers. The remainder of the market is shared between smaller companies like MVNO who has more than 100,000 customers, followed by NRJ Mobile and Débitel Breizh Mobile and even smaller players like Transatel. Neuf Cegetel and Virgin Mobile are expected to be new market entrants. EasyMobile is also exploring opportunities to enter the market.
Tags- EasyMobile, French mobile market, Orange, MVNOs, telecommunications