The paper "Business of Wireless Services: Case of Cingular" is a great example of a case study on marketing. The study seeks to establish ways in which Cingular hold to manage the business of wireless services in this competitive American market. Competition has been very stiff especially due to consolidation, merging and acquisitions; these made a number of service providers to lose their customers to their competitors. The study did establish that 53.0% of females and 47.0% of males have wireless services other than Cingular. Factors that did significantly dictate whether customers will seek services of cingular are notably the ability to make calls from anywhere, Cingular having a calling plan that meets the needs of the customers and a coverage area that meets customers' needs.
Additionally, there was a significant difference between those with Cingular wireless services and those without. There is need for Cingular to improve on three major issues immediately; these are ensuring that customers can make calls from anywhere, adopt strategies that make coverage res to adequately meet customers’ needs and having calling plans that meet customers need, with these done, the company will be in a position to retain its customers and woo those of its competitors. Background and the situation Currently, there is a very stiff competition in the industry of wireless services in the U. S.A.
It is noted that the market for individuals is termed as being the most competitive segment; in this segment, there are fewer big wireless service providers and four major ones rule the market. Indeed there has been consolidation, despite that; there are still a number of smaller players. The market is markets are stable when it comes to pricing, technological innovation as well as growth.
It is worth noting that the rate of technological innovation is a bit hysterical and adoption of the same by one of the big four can indeed change the wireless service industry. Among the major wireless service providers are AT & T which has 70.1 million subscribers. Cingular wireless in 2004 acquired AT & T giving it a national opportunity to provide the services. Two years later, AT & T acquired Bellsouth giving it full control of Cingular Wireless. Verizon Wireless has 65.7 million subscribers; it was formed when Bell Atlantic, Air Touch Cellular, PrimeCo, AND GTE merged.
Vodafone has a 45% share in this company. Others include U. S Cellular having 6.1 million subscribers, T-Mobile having 28million subscribers, Sprint Nextel with 58.8 million subscribers and AllTel Inc with 12 million subscribers. This company in 2007 merged with TPG Capital and GS Capital Partners, it stopped trading in New York Stock Exchange. Over the years, the growing numbers of subscribers and revenue generated in the industry have been dramatic. Similarly, mergers, acquisitions and consolidation, and pricing pressure made smaller service providers quit or forced to be swallowed by the bigger ones.