Summary

Lycamobile is a subsidiary of Lycatel Services Limited, engaged in providing mobile communications services to its
customers across the world. It provides mobile technology solutions including MSC, HLR, SMSC, CAMEL IN, and
prepaid intelligent platforms to more than six million Pay As You Go SIM subscribers, and over three billion minutes per
year. It is engaged in mobile virtual network operator business model in various countries, interconnecting with over 200
blue chip telecommunications carriers. The company placed its Lycamobile brand in eight countries and plans to
increase it by acquiring seven million customers in global prepaid MVNO by 2011. Lycamobile operates across
Australia, Belgium, Italy, Norway, Denmark, the Netherlands, Sweden, Spain, Switzerland, and the UK. The company is
headquartered in London (England), the UK.
GlobalDatas Lycamobile Limited - Strategic SWOT Analysis Review provides a comprehensive insight into the
companys history, corporate strategy, business structure and operations. The report contains a detailed SWOT
analysis, information on the companys key employees, key competitors and major products and services.
This up-to-the-minute company report will help you to formulate strategies to drive your business by enabling you to
understand your partners, customers and competitors better.
Scope

Business description - A detailed description of the companys operations and business divisions.

Corporate strategy - GlobalDatas summarization of the companys business strategy.

SWOT analysis - A detailed analysis of the companys strengths, weakness, opportunities and threats.

Company history - Progression of key events associated with the company.

Major products and services - A list of major products, services and brands of the company.

Key competitors - A list of key competitors to the company.

Key employees - A list of the key executives of the company.

Executive biographies - A brief summary of the executives employment history.

Key operational heads - A list of personnel heading key departments/functions.

Important locations and subsidiaries - A list of key locations and subsidiaries of the company, including contact
details.

Note: Some sections may be missing if data is unavailable for the company.
Reasons to Buy

Gain key insights into the company for academic or business research purposes. Key elements such as
SWOT analysis and corporate strategy are incorporated in the profile to assist your academic or business
research needs.

Identify potential customers and suppliers with this reports analysis of the companys business structure,
operations, major products and services and business strategy.

Understand and respond to your competitors business structure and strategies with GlobalDatas detailed
SWOT analysis. In this, the companys core strengths, weaknesses, opportunities and threats are analyzed,
providing you with an up to date objective view of the company.

Examine potential investment and acquisition targets with this reports detailed insight into the companys
strategic, business and operational performance.

Marketing strategy at Lyca may assume such plan that combines product development, promotion, distribution,
and pricing approach, identifies the firm's marketing goals, explains how they will be achieved within a stated
timeframe. Marketing strategy determines the choice of target market segment, positioning, marketing mix, and
allocation of resources. Lyca mobile customer constitutes the source of company's revenue,marketing
strategy as being closely linked with good and amiable sales (Baker 2008, p. 3; Laermer and
Simmons, 2007). Mobile business marketing strategy can serve as the foundation of gaining and retaining
valuable customers from where there contain specific actions required to execute better customer
centered marketing strategy such as for instance, usage of reasonable mobile products in order to attract
consumers as buyers, establishing relationship with consumers, Lyca mobile service enhance consumer's
interaction with ideal mobile products, strategy consists of well thought out series of tactics to make marketing
plan more effective. Marketing strategies for Lyca mobile will be serving as the fundamental underpinning
of marketing plans designed to fill in mobile innovative marketing needs as well as research marketingobjectives
to be based on case study approach for attaining measurable research outcomes.

Furthermore, Lyca might cascade strategy throughout an organization, by creating strategy tactics that then
become strategy goals for the next level or group. Each one group is expected to take that strategy goal and
develop a set of tactics to achieve that goal as it can be important to make every strategy goal
measurable. Marketing strategies may differ depending on unique situation of mobile business. There can be
strategies based on dominance of the market, Lyca will be classified based on market share or dominance in
mobile industry. Thus, adhering to Porter strategies, based on dimensions of strategic scope and strategic
strength of market penetration while strategic strength refers to Lycas sustainable competitive advantage of
product differentiation as well as market segmentation Innovation strategies (Baker 2008, p. 3; Laermer and
Simmons, 2007) dealing to Lycas rate of new product development and business model
innovation by asking whether Lyca is on cutting edge of technology and business innovation. There will be
presence of growth opportunities to emerge from changes in market trends, segment dynamics changing and
also internal brand or operational business challenges. Lycas marketing team can then prioritize growth
opportunities and begin to develop strategies to exploit opportunities that include change to marketing mix. Aside,
there is about Mobile virtual network operator is company that provides mobile phone service but does not have
its own licensed frequency allocation of radio spectrum, nor does it necessarily have all of the infrastructure
required to provide mobile telephone service. MVNO's roles and relationship to the MNO vary by market, country
and the individual situations of the MNO and MVNO. Lycas MVNO is entity that works independently of
the mobile network operator and can set its own pricing structures, subject to the rates agreed with the MNO. For
further investigation, t h e r e n e e d s f o r i n n o v a t i v e d irections for marketing strategy will be proposed, aiming
to overcome limitations of marketing theory, as strategic marketing approach can be offered, together with pilot
application of mobile marketing process for retaining and acquiring customers at Lyca along with agenda for

research on marketing strategy. Indeed, Lyca mobile customers get an extra 2 credit on registration. In addition,
customers who decide to port their number to Lyca mobile will receive 5 free credit. Calls can be made by
simply replacing an existing SIM card, in any unlocked UK mobile handset, with the Lyca mobile Pay As You Go
SIM card (Lyca Mobile Press Release, 2009).

1.

What is meant by innovative marketing company? Why Lyca mobile denotes innovative marketing? And
how is it indicated in their business marketing operations?

2.

What is meant by marketing strategy? What are the types of the latter? Define, explain aspects,
processes and other matters that implies to effectiveness of strategies at hand in support to Lyca mobile
information

3.

How is marketing strategies applied and executed by Lyca mobile particular towards gaining and
retaining valuable customers? Discuss and provide example cases

4.

What comprises of effective marketing strategy at Lyca despite tough and unstable competitive markets
of mobile marketing? Any relative points pertaining to acquisition and retention is ideal and imperative
towards marketing based understanding of mobile customers in UK

The focus will adhere towards several marketing strategies that Lyca mobile uses in
gaining as well as retaining customers for their business, keeping in a solid stature of
development being an innovative marketing company. The need to assume certain
review of literature coming from secondary research sources dealing to marketing
strategy, acquisition of customers and retention of customers from within Lyca mobile
context. The interim research methodology will be creation of comprehensive and
detailed case study analysis through case related survey statement approach asking
Lyca mobile management team in a form of statements anything that deals to
Lycas marketing strategies relating to such acquisition and retention of customers
from such products and services the mobile company offers.

Strongly
Disagree

Disagre
e

Neutral

Agree

Strongly
Agree

No

STATEMENTS

Lyca mobiles marketing strategy implies to

process that can allow innovative marketing
to work well in concentrating to the needs of
customers

The marketing strategy can possibly have

limited resources on mobile marketing
opportunities to increase sales and achieve
sustainable competitive advantage at Lyca

For acquiring and retaining Lyca customers,

the marketing strategy should be centered
around ideal concepts or ideas that adheres
to positive customer satisfaction as one vital
goal

Lycas strategies are most effective when it is

an integral component of mobile market
strategy, defining how Lyca business will
successfully engage customers, prospects,
and competitors into the mobile industry
arena

Core element toward Lycas marketing

strategy is often to keep innovative mobile
marketing in line with Lyca's overarching
vision and mission

Baker M (2008) The Strategic Marketing Plan Audit, Cambridge Strategy

Publications, p. 3

Laermer R and Simmons M Punk Marketing, New York : Harper Collins, 2007.
Review of the book by Marilyn Scrizzi, in Journal of Consumer Marketing
24(7), 2007

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