| HBS Case Collection
(Revised from original 2000 version)
Omnitel Pronto Italia
Describes the situation faced by Omnitel soon after launching its mobile telecommunication services in Italy in December 1995. Competing against the Italian monopoly, TIM, Omnitel had positioned its services to be better on the quality dimension. However, sales were significantly below expectations. In order to develop a new strategy, Omnitel conducted extensive marketing research. This research identified the varying needs of different customer segments. Omnitel now had to decide whether to attack a new segment with a new service plan, "LIBERO," to improve on past performance.
Keywords: Customer Satisfaction;
Market Entry and Exit;
Lal, Rajiv, Carin-Isabel Knoop, and Suma Raju. "Omnitel Pronto Italia." Harvard Business School Case 501-002, September 2005. (Revised from original August 2000 version.)