In six pages a cellular phone service industry overview is presented from the perspective of AT&T Wireless but includes discussions on how corporate interests do not include customer service and a strategic analysis of Japan, Europe, and US service providers is also offered. Fifteen sources are cited in the bibliography.
Name of Research Paper File: CC6_KSmgmtATTcell.rtf
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provided by IBM and others in the past, AT&T Wireless continues to hold its relative disregard of customers, perhaps as an outgrowth of its origins with Bell Telephone long before
deregulation of the telephone industry in the US. Whatever the reason, AT&T continues to trail the industrys top leaders and eclipses Sprint PCS only by a narrow margin of
market share (Molta, 2002). Becoming more customer-oriented would be a good thing for the company to strive for in todays environment. Identifying Competitors
The original intent in identifying AT&T Wireless competitors was to include only those cellular service providers in the United States, but that perspective broadened with the realization that one
of the leading US service providers, Verizon, came into existence through a joint venture of the former Bell Atlantic and Vodafone, Europes leading cellular service provider and now the company
with the most wireless subscribers in the world (Vodafone Group PLC, 2002). Vodafone operates in Japan too, so providers in that nation also are included as AT&T Wireless competitors.
The combination of the three gives a broad view of the three largest wireless market regions in the world and AT&T Wireless broader competition in this age of globalization,
while yet keeping the number of competitors at a manageable level. As a much smaller country (and one other than the US), Japan
has fewer competitors, and industry literature discussing the industry is likely to mention all of them. Identifying competitors in Europe is simple and straightforward as well. Vodafone already
has acquired most of the largest competitors that existed a few years ago, and Vodafone itself has little direct competition in most of its European markets. Its acquisition of