Vodafone Portugal

: subscription TV facing emerging technologies

Abstract

The case study in question aims to understand the potential danger that telecommunication operators are facing with the emergence of new technologies that replace their existing services and even provide added benefits. In order for the reader to understand the current status quo, the case study provides insight on Vodafone’s position in the Portuguese market but also enlighten the reader on emerging technologies. Given all this information, the teaching note looks into whether Vodafone should in fact step ahead of the competitors and be the first one to innovate in the Portuguese market, looking into the pros and cons of such enterprise, or if the company should hold for the time being. It will be concluded that Vodafone has noticeable advantage in this market by assuming a leadership position when it comes to innovation. Another question that will be answered throughout this thesis is what future functionalities will be more valued by consumers especially millennials. These often value mobility, creativity, adaptability and the option to be connected through technology; these dynamics are already successfully met by newer technologies that cater to their needs. Incorporating functionalities in the current TV subscription model is no easy task but it is necessary that Vodafone leverages on providing mobility and quality content to their viewers. The case focuses on the importance of innovation for Vodafone but also other telecom firms.

Date of Award	26 Jul 2016
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Paulo Simão Pires (Supervisor)