Diversification strategies applied by electronic mobile phone telecommunication companies to increase subscriber base growth: Airtel-kenya
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Date
2014
Authors
Shiundu, Edgar Raphael
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
Although Diversification Strategies Applied by Electronic Mobile Phone
Telecommunication Companies to increase Subscriber Base Growth have greatly
revolutionalised the way e-communication, banking and monetary transactions have
existed and are being conducted globally, there has been no empirical evidence to date
of a research on the Diversification Strategies Applied by the e-Mobile Phone
Telecommunication Companies to Increase Subscriber Base Growth as a specific area
of academic concern. In this respect the research endeavored to analyze why is there
slow growth of subscriber base in the Sector? Which Diversification Strategies are
they applying to increase their subscriber base growth? Do they have Sustainable
diversification Strategies to increase their subscriber base? To combatively answer
these queries this research delved in identifying application of diversification
strategies in e-Mobile Phone Telecommunication Companies to Increase Subscriber
'\
Base Growth. Purpose of the study was to analyse Diversification Strategies Applied
by the e-Mobile Phone Telecommunication Companies to Increase Subscriber Base
Growth. A survey design was be used. Stratified random sampling selected a sample
from a target population consisting of 250 employees and 400 subscribers making a
total of 900 participants. In our case a size of 40 employees was used. The researcher
purposively considered 150 subscribers within any week. The target included 190
participants in total. The study was carried out in [airobi CBD. Gall (1993)
acknowledged that the ideal setting of any study should be easily accessible to the
researcher and should be that which permits instant rapport with the informants.
Nairobi City was thus chosen due its easy accessibility to the researcher and relative
high ICT awareness levels and e-mobile technology advancements in the region of
concern. Questionnaires were used to collect data on samples. Descriptive statistics
plus measures of central tendency, variability and correlations analyzed discrete data.
Results were reported by the following objectives: To establish how Call Rate
Tariffing is applied to increase subscriber base growth; To find out how Mobile
Phone Electronic Money Transfer is applied to increase subscriber base growth.; To
determine how Mobile Number Portability is applied to increase subscriber base
growth. To findout how Internet Data Bundling is applied to increase subscriber base
growth. To investigate how Partnerships are applied to Increase subscriber base
growth. "'
Description
Department of Business Administration,79P.2012, HF 5415.1263 .S5