Competitive strategies adopted by small mobile telephone providers

Abstract

This study was undertaken to identify the competitive strategies employed by small mobile telephony operators in Kenya to survive the price wars of August 2010 in the sector and also to identify the challenges faced during strategy implementation for the same small operators. To that effect, a case study was done on AirTouch Connections Limited, (ACL) which is the only VoIP licensed company by the Communications Commission of Kenya. This study used primary data collection through a one-on-one interview with the three senior officers of the company. The results of the interviews were analyzed using content analysis. The study findings concluded that the small mobile telephony operators use a diversity of strategies as need and circumstances demand. For survival, they use Differentiation Strategy; Focus Strategy; Diversification Strategy; Niche Marketing; Strategic Alliances; among others. Among the key challenges identified in strategy implementation for the small operators; financial limitations came out as the most critical; the human resource of the company was also identified as a key challenge; the speed with which the process was implemented; among other challenges. These challenges seem to cut across small and big corporations in the process of strategy implementation.