Portugal Telecom adapting to the market
: MEO, the new future

  • Rita Marçal Salvador da Costa Martins (Student)

Student thesis: Master's Thesis


In 2007 the Portuguese telecommunications market changed. With the spin-off of PT Multimédia from Portugal Telecom, a new company was born: Zon Multimédia. Portugal Telecom was the incumbent operator in telecommunications providing all the main telecommunications services. With the spin-off, PT ran out of the valuable Pay-TV service for the consumer. The Case Study presents the strategy of PT when in face of the spin-off, and its response with the creation of MEO, a new product mainly focused on TV services, with irreverent features that would change the normal way to watch TV. The Master Thesis also includes a Literature Review and a Teaching Note. The Literature Review provides a theoretical approach to the main subjects addressed in the Case and the Teaching Note is the analysis of the Case Study.
Date of Award2014
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorNuno Magalhães Guedes (Supervisor)


  • Mestrado em Gestão

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