monitoring of the mobile market

M. Econ., assos. prof. Avetisyan K. P., Zubko E.S.

Odessa National Academy of Telecommunications named after O. S. Popov

In modern conception of marketing strongly emphasized research of markets. These researches serve as a basis of the strategy, tactics and performance on markets, realization of purposeful marketing politics developed in a company.

The aim of any market research consists of estimation of existent situation (states of affairs) and development of market development prognosis. The program of such complex study depends on the feature of commodity (services), character of activity and possibilities of company, scale of production of export commodities and row of other factors.

Mobile market research is not end in itself, and information generator for the acceptance of effective administrative decisions all participants of mobile market, therefore inefficiently to limit charges on such researches by reason of "cost effectiveness": the losses caused by an incorrect decision are usually in 10 - 100 times greater.

Properly to function in the conditions of market, it is necessary to get adequate information about the mobile market before and after making decision. There is a great number of reasons, by virtue of that marketing information must gather at development, realization and revision of company marketing plan or some of his elements. It is not enough to lean against intuition of leaders and experience of the past.

Actual and reliable information about the market of cellular allows:

- to reduce a financial risk;

- to coordinate strategy of company;

- to estimate activity of the company, partners and competitors;

- to promote a trust to the advertisement;

- to improve efficiency of functioning of company.

It should be noted that at the mobile market to present tense lacked actual analytical information, and present information carries contradictory character frequently.

At the market very much statements researches regularly issued a by various analytical agencies are present, the results of public opinion polls are published, there are on-line services of monitoring.

However all of them have a row of substantial defects:

- suffer one-sidedness, because does not use useful and complementary data of partners (competitors);

- have the narrowly directed subjects oriented under a certain commercial order;

- in most cases the results of analytical researches do not become property of wide public, because conducted on the methodologies developed under a certain customer.

Some general numbers are only sometimes published from such analyst reports that are of interest rather for journalists, what for the interested participants of market or state structures.

In respect of quantitative data, generalized statistics, distribution of market of cellular (on different parameters) shares, then this information usually is not published in wide access. It is possible conditionally to distinguish two types of consumers of such information: business corporations and state structures.

For business corporations it is a component of marketing market of cellular research, where data are needed on distribution of market among basic players, their strengths and weaknesses, basic risks and etc.

For state structures it is data for a prognosis and forming of public policy in industry, they more often need statistical data on current status of industry, dynamics and her progress trends, conclusions, prognoses, recommendations.

If the marketing information collection in a company comes true episodically, only then, when it is needed to get data on a certain question, then the marketing plans and decisions, accepted in companies, are analyzed and realized ineffective, and actions of personnel of company are a reaction, but not foresight only.

Therefore in regard to the mobile market it is appropriate to talk about its monitoring. Monitor (Latin) - cautionary.

Monitoring of mobile market is the specially organized, systematic watching of the state of its elements, phenomena and processes, what be going on at the market with the purpose of their estimation, control or prognosis.

Monitoring is one of important research methods of the state of telecommunication market affairs.

In a system plan, monitoring of mobile market is necessary to be examined as a part of the constantly operating informative process realized by the marketing informative system of Telecommunication Company. In general case, the marketing informative system includes four components (fig. 1):

- system of internal information that is base on internal sources of data (account on an enterprise);

- system of marketing secret service, giving information about the dynamics of environment;

- system of marketing researches, envisaging realization of researches with participation specialists;

- analytical marketing system within the framework of that models are developed and the technical analysis of marketing information and process of making decision comes true.

In an organizationally-technical plan the marketing informative system is the constantly operating system of employees of company, methodical receptions, equipment and software, carrying out collection, classification, analysis, estimation and distribution of actual, timely and reliable information for the use by her company management and employees of subdivisions of marketing with the purpose of perfection of planning, making reality of and control after execution of marketing events.

Fig 1. A place of monitoring of market of cellular is in the informative process of the marketing informative system

Creation of the marketing informative system gives the great number of advantages:

- an improvement of cooperation of all subdivisions of company due to the use of actual, timely and reliable information;

- upgrading of planning, making reality of and control after execution of marketing events;

- upgrading of analysis of expenses of company and profit;

- an increase of operationability in an acceptance and clarification of decisions;

- avoidance or softening of crises.

However creation of the marketing informative system can be not simple business requiring heavy primary still human, temporal and financial tolls.

Providing realization of his effective monitoring, can one of elements of the marketing informative system of participants of market of cellular be examined worked out in a company "Modern Telecommunications" base of these licensees and operators of cellular communication of the third generation (3g) networks in the world.

In Ukrainian mobile market there are three main leaders: Kievstar, МТС and LIFE. With development of the third generation connection, operators fight for leadership at the market in the grant of this service, as it to date is most highly sought. In a table 1 data are given about tariffs on providing of services 3G the internet.

Table 1. Tariffs for 3g internet of the Ukrainian connection mobiles providers

Mobile Operators	Tariff plan	License fee	Amount of traffic	Rings are in a network	Rings in other networks	Reports
LIFE	3g+ smartphone of S	55	0.73	unlimited	25	50
	3g+ smartphone of M	95	2	unlimited	100	100
	3g+ smartphone of L	150	4	unlimited	200	200
	3g+ Gadget of S	50	1	-	-	-
	3g+ Gadget of M	110	3	-	-	-
	3g+ Gadget of L	225	8	-	-	-
Kievstar	Internet and rings	55	0,48	unlimited	-	-
	All is included	95	1,46	unlimited	100	-
	Экстра	150	2,44	unlimited	200	-
МТС	Smartphone 3g first	70	2,44	unlimited	-	100 (1 hrn/day)
	Simply super first	90	2,44	3000 (1 hrn/day)	40 (14 hrn/day)	100 (1 hrn/day)
	Plane-table 3g	70	2,44	300 (1 hrn/day)	-	3000 (1 hrn/day)

On the basis of indexes given monitoring of market of cellular is conducted, in order that consumers could analyze these given services and choose most suitable for itself.

Citations

1. Сколько стоит услуга 3G у украинских операторов – инфографика. – [Electronic resource]. – Access mode: http://nv.ua/business/finance/skolko-stoit-usluga-3g-u-ukrainskih-operatorov-infografika-54732.html

2. Мониторинг рынка: наращивание стратегических преимуществ. – [Electronic resource]. – Access mode: http://www.cfin.ru/management/strategy/plan/market_monitoring.shtml

3. Актуальные аналитические исследования в области телекоммуникаций. - [Electronic resource]. – Access mode: http://www.modetel.ru/content/view/278