Analyse et définition des besoins pour un comparateur de prix adapté au marché des telecoms

Abstract

Wikipower is a young and fast growing SME active in the energy industry and looking to extend its activities to other industries. The company stands as/acts as a facilitator/intermediary between the consumer and the service provider. Its core mission is to help the consumer to leverage its buying power by switching from one service provider to another cheaper service provider trough a price comparison tool. The purpose of this work was to explore the Belgian telecom industry in order to validate the possibility to adapt the price comparison tool to this market. After carrying a detailed market research, we found out that the churn rate regarding the postpaid mobile telephony segment leads to a potential market of 1.062.287 switch per year. Furthermore, there are a lot of plans available to the consumer giving room for substantial economies regarding this market segment. Moreover, the contextual analysis conducted in this work highlighted the need to position the price comparison tool on a differentiation strategy. This differentiation finds its roots/settles in the value proposition that consist of giving various tools to the user in order to be helped and assisted in its switch. In addition, Wikipower strives to be customer-centered in order to develop its new price comparison tool for the telecom industry. We applied the value proposition elements and the customer-centered approach to the design of the website in a requirement specification document. This focus on the customer led/allowed us to define a multichannel digital marketing strategy. We reviewed several communication media in order to identify the channels that would be carried out in this marketing strategy. The selected channels aim to acquire and support the customer along its buying process and provide additional value. The different parts previously discussed allowed us to forecast the potential of the price comparison tool in order to plan the necessary resources and the results the company could expect from this new market. In conclusion, this work provides Wikipower with an overview of the market and will be helpful to decide whether or not deploy its activities in the telecom industry.