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Three Mobile Swot Analysis

2146 Words9 Pages

Company Background
Founded in 2002, Three mobile is a well-established telecommunications company with over 9million registered users in the UK and 23.5 million users globally (Hutchinson Whampoa, 2012). Three are 100% owned by Hutchinson Whampoa Ltd, a fortune 500 investment holding company situated in Hong Kong and one of the largest companies listed on the Hong Kong Stock Exchange. Three operate in over 16 different countries across the globe including Austria, USA, Sweden, Denmark, United Kingdom, Hong Kong, Italy and Macau (Three, 2013)
Three mobile was first launched in the UK on the 3rd March 2003, 03-03-03 (BBC website, 2013) and is currently the country’s fasted growing mobile operator. Their unique selling point is their focus …show more content…

Furthermore when Three were posting about the #Danceponydance video, they embedded it into their tweets, making sharing amongst their followers considerably easier. Positive online sentiment of the brand increased by 67% and Three left the world in no doubt that they are the network built to bring you the stuff you love. Three Mobile UK also yielded 27% brand uplift (ThinkwithGoogle, 2014), helping to increase brand awareness and more importantly develop brand identity, one of their key marketing …show more content…

Does this advert encourage you to switch to Three, or does it just make you smile? AIDA (attention, interest, desire, action) is a marketing tool which describes a common sequence of events that may occur when a consumer engages with an advertisement (Lin & Huang, 2006). Unless people see it multiple times, people will be entrapped at the attention stage. Delayed settling at this stage means that the brands message cannot be reinforced and encourages low conversion rate for Three. (Smith & Taylor, 2004)). In order to increase the amount of social media messaging and move people towards the action stage (purchasing stage) of AIDA, it is of imperative importance that Three utilise more social media channels in the future as well as existing ones such as Facebook, YouTube and Twitter. New channels could include Google Plus, Snapchat and BlogSpot. While Facebook is the market leading platform in terms of number of active users (approx. 1.12 billion), Google+ is growing rapidly. Of late, there has been a swelling development towards person to person sharing through pictures and videos, rather than traditional text-based subject matter. If this trend continues, picture and video content will gradually become a critical piece of any solid content strategy for Three in the future. Image focused social media sites such as Instagram,

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