Describes the situation faced by Omnitel soon after the launch of mobile services in Italy in December 1995. Competing with the Italian monopoly, TIM, Omnitel was located their services to be better in quality measurement. However, sales were well below expectations. In order to develop a new strategy, Omnitel conducted extensive market research. This study revealed the different needs of different customer segments. Omnitel now had to decide whether to attack the new segment with a new plan of services ", Libero," to improve on past performance. "Hide
by Rajiv Lal, Carin-Isabel Knoop, Suma Raju Source: Harvard Business School 24 pages. Publication Date: August 28, 2000. Prod. # 501 002-PDF-ENG
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