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Alternative like pagers are outdated & this target market cannot afford sophisticated PDA service.
? Degree of Rivalry – Strong
o Competitors have brand recognition in the US and have the majority of the market share.
Competitive Profile Matrix
Virgin Moblie A T & T Cingular Verizon Sprint
Price 0.30 4 1.20 4 1.20 3 0.9 2 0.6 2 0.6
Brand Recognition 0.20 4 0.80 4 0.80 3 0.6 4 0.8 2 0.4
Advertising 0.15 2 0.30 1 0.15 2 0.3 3 0.45 1 0.15
Multimedia Functions 0.15 3 0.45 1 0.15 2 0.3 2 0.3 1 0.15
Operating Expenses 0.20 3 0.60 4 0.80 2 0.4 1 0.2 2 0.4
Total 1.00
Based on the CPM data, Virgin’s main focus should be primarily price, operating expenses, and brand recognition...
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