This study is focused on the cellular communication needs and wants of undergraduate university and technikon students. The study derived its information from a survey of 224 students who, via a questionnaire, were able to detail their present and future cellular communication needs. Among other findings, the results of this survey, revealed the following: • The undergraduate university and technikon student market is not homogenous • Ninety-three percent of university and technikon students in the sample had access to a cellular telephone • Short Message Services (SMSs) and "Please Call Me" services were frequently favoured and used • The market segment is highly brand conscious, preferring specific branded cellular telephones • Despite having a limited access to disposable income (most of which is provided by their parents), respondents spent between R75 and R1 000 per month on their cellular needs.

Standard practice dictates that mobile telephone service providers remain accurately aligned with the dynamic expectations structure of the target mobile telephone service users they serve. To comply with this requirement, literature sources assert that service providers need to adopt a candid marketing research orientation to understand what the users expect and in-build it in their service designs. Theory further contends that if such a business stance is diligently applied, any service provider is bound to gain a competitive edge in the market place. Notwithstanding the aforementioned, service providers continue design services without sufficient understanding of what users expect. This mindset has led to disparities in both the designed and the recieved service. Despite the pioneering works of earlier reserachers on the Gaps model, evidence shows that no research had been carried out to measure users' and providers' service quality perceptions in the mobile telephone branch of industry in Uganda. Much remains unknown as regards users' perceptions of expected and actual service quality and any potential disparity thereof. In the same spirit, much remains unknown as regards providers' perceptions of users' expectations and users' real expectations and potential disparity thereof. In order to measure the aforementioned disparities, the Gaps model was used in which Gaps 1 and 5 were measured for providers and users of mobile telephone services in the branch industry in Uganda.

M. Tech. Business Administration / The purpose of this study was to identify and understand customer perceptions about service quality (SQ) at a telecommunications retail outlet. The theory of Parasuraman, Zeithaml and Berry (PZB) known as SERVQUAL was used to give theoretical grounding to the study.

by Lam Wai-Tat. / Two pamphlets inserted. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 123-127). / APPROVAL --- p.i / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF FIGURES --- p.vi / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- COMPANY BACKGROUND AND OBJECTIVES --- p.2 / Nortel and Nortel China --- p.2 / Corporate Goal --- p.5 / Goal of Nortel China --- p.5 / Product Group Goal (Wireless) --- p.6 / Chapter III. --- RESEARCH OBJECTIVES AND DESIGN --- p.7 / Research Objectives --- p.7 / Research Design --- p.7 / Market Survey --- p.8 / Survey Design --- p.9 / Survey Results --- p.9 / Chapter IV. --- PRODUCT AND MARKET BACKGROUND --- p.12 / Wireless Communication Standards --- p.12 / Wireless Phone Types --- p.13 / Wireless Telecommunication Network Markets --- p.13 / Wireless Communications Equipment Market --- p.14 / Cellular Handsets --- p.15 / Chapter V. --- MARKETING ENVIRONMENT AND TRENDS - MACRO --- p.17 / General China Economy --- p.17 / Telecommunication Services and Regulation --- p.18 / Ministry of Posts and Telecommunications (MPT) --- p.18 / Directorate General of Telecommunications (DGT) --- p.19 / Provincial Post and Telecommunication Administration (PTAs) and Local Telecom Bureaus --- p.19 / State Radio Regulatory Commission --- p.19 / Type Approval Procedure --- p.20 / Imported Pagers and Mobile Phones --- p.20 / Pagers and Mobile Phones Assembled or Manufactured in Mainland China --- p.21 / Cellular Operators --- p.21 / MPT --- p.22 / Unicom --- p.23 / CESEC --- p.24 / Tariff Structure - Mobile Services --- p.24 / Liberalization of Telecom Services --- p.25 / China Unicom --- p.25 / Liberalization of the Retail Market --- p.26 / China Consumer Market Size --- p.26 / China's Growing Urbanization --- p.28 / Cultural Forces --- p.30 / Technological Direction --- p.31 / Chapter VI. --- MARKETING ENVIRONMENT AND TRENDS - MICRO --- p.34 / Direct and Substitute Competition --- p.34 / Mobile Satellite Services --- p.34 / Nortel China Resources --- p.34 / Supplier Influence --- p.35 / End Customers --- p.35 / Consumer Profiles --- p.36 / Consumption Trends --- p.38 / Consumer Buying Decision Process --- p.38 / Cellular Handset Market Share --- p.40 / Competitors --- p.41 / Ericsson --- p.41 / Motorola --- p.42 / Nokia --- p.43 / Cellular Handsets in China (Competitive Products in the Market) --- p.44 / Nortel Wireless Handset Product Portfolio --- p.44 / Chapter VII. --- SWOT ANALYSIS OF NORTEL --- p.46 / Chapter VIII. --- STRATEGIES --- p.48 / Marketing Objectives and Strategies --- p.48 / Market Potential --- p.49 / Nortel's Position --- p.49 / Target Customer --- p.50 / Target Markets by Geographic Location --- p.52 / Beijing --- p.52 / Cellular network --- p.53 / Strategic relationship --- p.54 / Shanghai --- p.54 / Cellular network --- p.54 / Strategic relationship --- p.55 / Guangzhou --- p.55 / Cellular network --- p.56 / Strategic relationship --- p.56 / Target Markets by Demographics --- p.56 / Competitive/Differential Advantages --- p.58 / Chapter IX. --- MARKETING PROGRAM --- p.61 / Product --- p.61 / Core Product --- p.62 / Tangible Product --- p.62 / Augmented Product --- p.63 / Product Evolution --- p.64 / Distribution --- p.66 / Identification of Channel Members --- p.66 / Phase I --- p.67 / Primary distribution --- p.67 / Secondary distribution --- p.68 / Phase II --- p.68 / Physical Distribution --- p.69 / Promotion --- p.71 / Summary of Nortel's Current Promotional Activities --- p.73 / Advertising --- p.73 / TV commercial #1 (corporate) --- p.73 / TV commercial #2 (product) --- p.74 / Newspaper advertisements --- p.75 / "Magazine advertisements and ""advertorials""" --- p.75 / Outdoor advertising --- p.75 / Personal Selling --- p.76 / Sales Promotions --- p.77 / Point-of-purchase materials --- p.77 / Trade shows and exhibitions --- p.77 / Consumer promotions (replacement promotions) --- p.78 / Trade promotions (trade rebates) --- p.78 / Sales forces promotion --- p.78 / Product demonstrations --- p.79 / Sponsorship --- p.79 / Publicity --- p.80 / Budget --- p.80 / Pricing --- p.82 / Mobile Handset Prices and Service Charges in China --- p.82 / Estimated Costs of Other Vendors' Handsets --- p.82 / Pricing Considerations --- p.83 / Revenue Analysis --- p.84 / Chapter X. --- LIMITATIONS --- p.87 / Chapter XI. --- CONCLUSION --- p.89 / ABBREVIATIONS AND ACRONYMS --- p.90 / APPENDIX 1 --- p.91 / APPENDIX 2 --- p.96 / APPENDIX 3 --- p.100 / APPENDIX 4 --- p.102 / APPENDIX 5 --- p.104 / APPENDIX 6 --- p.105 / APPENDIX 7 --- p.107 / APPENDIX 8 --- p.109 / APPENDIX 9 --- p.111 / APPENDIX 10 --- p.113 / APPENDIX 11 --- p.115 / APPENDIX 12 --- p.116 / APPENDIX 13 --- p.118 / APPENDIX 14 --- p.119 / APPENDIX 15 --- p.122 / BIBLIOGRAPHY --- p.123

by Ho Ka Pui. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 78-82). / Abstract --- p.iii / Acknowledgments --- p.v / Introduction --- p.1 / Chapter One --- From Monopoly Telephony to the Rise of Cellular Communication --- p.17 / Chapter Two --- Oligopoly of the Cellular Communication Market in the Digital Era --- p.36 / Chapter Three --- The Irony of a Free Market Place --- p.53 / Chapter Four --- Cellular Communication Market and1997 --- p.67 / Conclusion --- p.72 / Bibliography --- p.78

More than one billion people, almost one in six of the world's population, are now using GSM mobile phones. The situation in South Africa is no different from that in the rest of the world. The rise of mobile telephone usage in South Africa has been driven by a combination of factors such as demand, sector reform, the licensing of new competition, and the emergence of major strategic investors, such as Vodacom and MTN. It was estimated that by March 2005 there should be approximately 20 million cellular customers in South Africa. The growth in the South African cellular market is proportionate to the potential risks in an environment where organisations are continuously seeking ways of improving efficiency, cutting costs, and staying abreast of technological advances. Elements of risk control such as Safety, Health, and Environmental Management can no longer be left out of the equation while organisations in the GSM industry are considering increasing their networks to meet the demands of growth. Although risk assessments are not specifically defined in the Occupational Health and Safety Act (85 of 1993); Section 8 does, however, stipulate under the general duties of the employer that the employer must establish, as far as is reasonably practicable, which hazards to the health or safety of persons are attached to any work which is performed. This situation has changed with the promulgation of the Construction Regulations, GNR.1010 on 18 July 2003; which state that every contractor performing construction work shall, before the commencement of any construction work and during construction work, cause a risk assessment to be performed by a competent person appointed in writing, and that the risk assessment shall form part of the health and safety plan to be applied on the site. This requirement under the Construction Regulations will have a major impact on organisations in the GSM industry. Integrated Health, Safety and Environmental risk assessments have now become a prerequisite before considering any further expansion of the GSM network in South Africa. The relationship between the operational risk sub-disciplines of health, safety, and environmental management, as part of the risk-management function, has been established, and an operational risk-assessment model for the Global Systems Mobile Telecommunications industry in South Africa that measures occupational health, safety, and environmental management risks on an integrated basis has been developed. The risk assessment model for the South African GSM industry is based on assessing the frequency of an activity in relation to the impact on the organisation's business processes, incident/accident potential, financial impact, legal status, and the nature of ecological impact. / Business Management / D. Com. (Business Management)

This study investigates the customer-based brand equity of the major cellphone network service providers (Vodacom, MTN and Cell C) amongst principal estate agents registered with the Estate Agency Affairs Board in Gauteng. Secondary research covered the marketing environment of the major service providers. An extensive study of literature on branding, brand management and brand equity measurement was undertaken. An empirical study was conducted. Telephone interviews were used for initial contact and screening. An invitation to participate in the survey, with a link to a questionnaire, was e-mailed to qualified respondents. Cell C users were excluded from the quantitative analysis. There were several significant findings: Vodacom and MTN users are alike in terms of personal and estate agency-related demographics. With the exception of age and gender, the sample fits the stated descriptors of individuals in the LSM seven to LSM ten groups. Cronbach‘s alpha coefficient confirmed a high level of reliability (0.870) for the summated measurement scale developed as an indicator variable of customer-based brand equity and Vodacom and MTN‘s rating on the summated scale did not differ at a statistically significant level. The service provider used proved to be an important driver of loyalty, but overall satisfaction with the cellphone service does not differ statistically significantly between Vodacom and MTN users. Vodacom has established a much more favourable positioning on the brand association statements evaluated. Factor analysis identified five brand association dimensions that should be considered for measurement of brand associations. Multiple regression analysis identified the brand as a product dimension as the best predictor of customer-based brand equity. Vodacom received more favourable brand performance ratings than MTN. Factor analysis identified six brand performance dimensions that should be considered for inclusion when measuring brand performance. Multiple regression analysis identified the easy to use and one-stop-service dimensions as the best predictors of customer-based brand equity. The customer-based brand equity of the user group is moderate (16 out of 25, or 64%). / Business Management / D. Com. (Business Management)

Information, communication and broadcasting convergence is changing the business landscape in South Africa, as organisations adopt new converged information, communication technology (ICT) products and services to satisfy the needs of customers. Simultaneously, major changes are taking place in the South African telecommunications business environment creating new marketing opportunities and threats for Telkom SA, the only fixed line telecommunication operator in South Africa. Some of the findings of the study are • the commodization of the fixed line telecommunication network • political and regulatory changes are reshaping the telecommunications landscape by allowing the entry of new competitors • new technological innovations in Information Communication Technology (ICT) and mobile communication is driving change • social and economic change is fueling the speed of environmental change poor economic climate is quickening the competitive pace amongst South African businesses forcing them to attain efficiencies and effectiveness for survival • organisations worldwide are competing for limited resources and markets and turning to ICT to achieve their objectives • customer needs are changing - demanding better and innovative communication products and services - providing opportunities to competitors • the Internet is reshaping traditional business models as businesses are seeking to establish competitive advantages through the Internet • the migration of the Internet to the mobile telephony sector These changes are creating new marketing opportunities and threats for South African fixed line telecommunication operators and are threatening the survival of fixed line telecommunication operators worldwide and in South Africa. Information Technology, broadcasting and telecommunication technology convergence, has created many new ICT products and services opportunities that telecommunication competitors are offering existing customers of the fixed line operators network indicating lethargy from their side. In order for the fixed line operators to survive they must apply innovation and revise their strategic planning models. / Business Management / DCOM (Business Management)

Abstract in English, Afrikaans and Zulu / The aim of this study was to determine the key factors which explain the adoption of mobile data services in South Africa and incorporate them into an explanatory framework that can be used to indicate whether a new mobile data service that is introduced into the South African Mobile Market will be successful. Additionally, it shows that the current usage of mobile data services in South Africa supports the framework. The research used a design based on a mixed methods methodology. The research was conducted using a literature survey and two research phases. The literature survey was an extensive review of communication technology adoption frameworks and all the possible factors of adoption. This literature survey was also used to develop the discussion document which was used as the guidelines for the Phase 1 interviews. The interviews were with experts in the telecommunications market in South Africa and were used to determine the key drivers of adoption and possible moderating factors of mobile data services. From those interviews a preliminary model was proposed. Phase 2 was a market survey which tested the framework and moderating factors in different metropolitan areas as well as examined the current usage of mobile data services. The statistical analysis used in determining the framework incorporated Descriptive Statistics, Factor Analysis, using Principal Axis Factoring, and Structural Equation Modelling. The framework, which was based on the Technology Acceptance Model, introduced two new constructs. The first new construct was the Mobile Service Providers Marketing Tactics and the second was Social Pressure and Aspirational Value. The two constructs combined can be used to explain why mobile service providers with low cost strategies are not successful. Demographic factors such as Age were found to influence the adoption as well as Socio-economic factors such as Income. Personal factors such as Technical Knowledge, Ability and Skills and Attitude towards Technology were also found to influence adoption. Geographical location was found to be the most important moderating factor. The current mobile data usage supported the framework. The results of data usage highlighted the fact that nearly 50% of the study’s participants spent over 4 hours per day interacting with their mobile devices and that the participants from Gauteng spent more than 2½ times on mobile services than those in the other metropolitan municipalities of Cape Town and eThekwini / Die doel van hierdie studie was om die sleutelfaktore te bepaal wat die aanneming van selfoondatadienste in Suid-Afrika verklaar, en hulle te verenig in ʼn raamwerk waarmee aangetoon kan word of ʼn nuwe selfoondatadiens die Suid-Afrikaanse selfoondatamark suksesvol sal betree. Afgesien hiervan dui hierdie studie aan dat die huidige gebruik van selfoondatadienste in Suid-Afrika die geldigheid van die voorgestelde raamwerk bevestig. ʼn Mengsel van metodes is in die navorsing toegepas. Die navorsing het uit ʼn literatuuroorsig en twee navorsingsfases bestaan. Die literatuuroorsig het ʼn deurtastende oorsig van die raamwerke vir die aanneming van kommunikasietegnologie en alle moontlike faktore daarvoor behels. Uit die literatuuroorsig is die besprekingsdokument saamgestel wat as riglyn gedien het vir die onderhoude in fase 1 van die navorsing. Onderhoude is met kundiges uit die Suid-Afrikaanse telekommunikasiebedryf gevoer om die belangrikste dryfvere vir aanneming en moontlike remfaktore ten opsigte van selfoondatadienste te bepaal. ʼn Voorlopige model is op grond van die onderhoude aangebied. Fase 2 het ʼn markopname behels waarin die raamwerk en remfaktore in verskeie metropolitaanse gebiede getoets en die huidige gebruik van selfoondatadienste ondersoek is. Die statistiese analise waarop die raamwerk berus, het bestaan uit beskrywende statistiek, faktorontleding met behulp van hoofasfaktorering, en struktuurvergelykingsmodellering. Twee nuwe konstrukte het uit die raamwerk wat op die tegnologieaanvaardingsmodel gegrond was, gespruit. Die eerste was selfoondiensverskaffers se bemarkingstrategieë en die tweede sosiale druk en aspirerende waarde. Saam verklaar die twee konstrukte waarom selfoondiensverskaffers wat laekostestrategieë volg, misluk. Daar is bevind dat demografiese faktore soos ouderdom, en sosiaal-ekonomiese faktore soos inkomste, aanneming beïnvloed. Volgens die bevindings word aanneming eweneens bepaal deur persoonlike faktore soos tegniese kennis, vermoë en vaardighede asook houding jeens tegnologie. Daar is bevind dat geografiese ligging die belangrikste remfaktor is. Die huidige selfoondatagebruik bevestig die geldigheid van die raamwerk. Die uitslag van datagebruik benadruk die feit dat byna 50% van die deelnemers aan die studie langer as vier uur per dag met hulle selfone doenig is, en dat deelnemers in Gauteng twee en half keer meer as deelnemers in die metropolitaanse munisipaliteite van Kaapstad en eThekwini aan selfoondienste bestee. / Inhloso yalolu cwaningo bekuwukuthola izinto ezibalulekile ezichaza ukwamukelwa kwezinsiza zamadatha amaselula eNingizimu Afrika nokuzifaka ohlakeni oluchazayo olungasetshenziswa ukukhombisa ukuthi ngabe insiza entsha yedatha ethulwe emakethe yamaselula eNingizimu Afrika izophumelela. Ngaphezu kwalokho, kukhombisa ukuthi ukusetshenziswa kwamanje kwezinsiza zedatha yamaselula eNingizimu Afrika kuyalusekela uhlaka. Ucwaningo lusebenzise umklamu osuselwe ezindleleni zokwenza ezixubile. Ucwaningo lwenziwe kusetshenziswa ucwaningo lwezincwadi kanye nezigaba ezimbili zocwaningo. Ucwaningo lwezincwadi belungukubuyekezwa okubanzi kokwamukela kwenzinhlaka zobuchwepheshe kwezokuxhumana kanye nazo zonke izici ezingenzeka ukuthi zamukelwe. Lolu cwaningo lwezincwadi lusetshenzisiwe futhi ukuthuthukisa umqulu wezingxoxo osetshenziswe njengezinkombandlela zokuxoxisana nabantu besigaba 1. Izingxoxo ebezinazo bezingochwepheshe emakethe yezokuxhumana eNingizimu Afrika futhi zasetshenziselwa ukuthola izidingongqangi zokwamukelwa kanye nezici zokulingisanisa kwezinsiza zamadatha amaselula. Kulezo zingxoxo, kuphakanyiswe isifaniselo sokuqala. Isigaba 2 bekungukucwaningo lwezimakethe oluhlola uhlaka kanye nezici zokulinganisa ezindaweni ezahlukahlukene zedolobha kanye nokuhlola ukusetshenziswa kwamanje kwezinsiza zedatha yamaselula. Ukuhlaziywa kwezibalo okusetshenzisiwe ekunqumeni uhlaka lufake izibalo ezichazayo, ukuhlaziya izakhi, kusetshenziswa izisekelo eziyinhloko zokuphamba, kanye nesifaniselo sokulinganisa esihlelekile. Uhlaka, olwalususelwa kusifaniselo sokwamukela ubuchwepheshe, lwethule izakhiwo ezimbili ezintsha. Isakhiwo esisha sokuqala kwakungamacebo wokukhangisa wabahlinzeki bezinsiza zamaselula futhi owesibili kwakuyingcindezi yomphakathi nenani lesifiso. Lezi zakhiwo zombili ezihlanganisiwe zingasetshenziswa ukuchaza ukuthi kungani abahlinzeki bezinsizakalo zamaselula abanamasu ezindleko eziphansi bengaphumeleli. Izici ezithinta abantu ezinjengobudala zitholakele ukuthonya ukwamukelwa kanye nezici zezomnotho nezenhlalo ezifana nomholo. Izici ezithinta umuntu ngqo ezifana nolwazi lwezobuchwepheshe, ukwazi ukwenza kanye namakhono, nesimo sengqondo maqondana nezobuchwepheshe zatholakala zithonya ukwamukelwa. Indawo yendawo yatholakala njengesici sokulinganisa esibaluleke kakhulu. Ukusetshenziswa kwedatha yeselula yamanje kusekele uhlaka. Imiphumela yokusetshenziswa kwedatha igcizelele iqiniso lokuthi bacishe babe ngama-50% ababambe iqhaza kulolu cwaningo bachithe isikhathi esingaphezu kwamahora amane ngosuku bexhumana nemishini yabo yamaselula nokuthi ababambiqhaza abavela eGauteng bachithe izikhathi ezingaphezu kwezingu-2½ kuzinsiza zamaselula kunalabo bakwamanye amadolobha amakhulu aseKapa naseThekwini. / Business Management / D.B.L.

More than one billion people, almost one in six of the world's population, are now using GSM mobile phones. The situation in South Africa is no different from that in the rest of the world. The rise of mobile telephone usage in South Africa has been driven by a combination of factors such as demand, sector reform, the licensing of new competition, and the emergence of major strategic investors, such as Vodacom and MTN. It was estimated that by March 2005 there should be approximately 20 million cellular customers in South Africa. The growth in the South African cellular market is proportionate to the potential risks in an environment where organisations are continuously seeking ways of improving efficiency, cutting costs, and staying abreast of technological advances. Elements of risk control such as Safety, Health, and Environmental Management can no longer be left out of the equation while organisations in the GSM industry are considering increasing their networks to meet the demands of growth. Although risk assessments are not specifically defined in the Occupational Health and Safety Act (85 of 1993); Section 8 does, however, stipulate under the general duties of the employer that the employer must establish, as far as is reasonably practicable, which hazards to the health or safety of persons are attached to any work which is performed. This situation has changed with the promulgation of the Construction Regulations, GNR.1010 on 18 July 2003; which state that every contractor performing construction work shall, before the commencement of any construction work and during construction work, cause a risk assessment to be performed by a competent person appointed in writing, and that the risk assessment shall form part of the health and safety plan to be applied on the site. This requirement under the Construction Regulations will have a major impact on organisations in the GSM industry. Integrated Health, Safety and Environmental risk assessments have now become a prerequisite before considering any further expansion of the GSM network in South Africa. The relationship between the operational risk sub-disciplines of health, safety, and environmental management, as part of the risk-management function, has been established, and an operational risk-assessment model for the Global Systems Mobile Telecommunications industry in South Africa that measures occupational health, safety, and environmental management risks on an integrated basis has been developed. The risk assessment model for the South African GSM industry is based on assessing the frequency of an activity in relation to the impact on the organisation's business processes, incident/accident potential, financial impact, legal status, and the nature of ecological impact. / Business Management / D. Com. (Business Management)