Bouygues Telecom

Bouygues Telecom is an operator of telecommunication, Filiale of the group Bouygues and represents the third operator of Mobile telephony in France behind Orange and SFR with 9 million customers to the November 29th 2007.

History

The last entering in 1996 on the market of mobile telephony, Bouygues Telecom adopts the role of agitator of the world of mobile telephony. Bouygues Telecom then has other choice to be essential only to have very gravitational prices in direction of the students and populations offering weak a ARPU (Average Revenu Per User). Although this positioning very largely changed since, the image remained.

One can note among the innovations of Bouygues Telecom:

  • the invention of the fixed price in May 1996
  • the introduction of the Its DIGITAL High-resolution (based on the standard EFR) in November 1997
  • launching of Spot in March 2000, a formula which offers minutes of communication in exchange of publicity during the call
  • the creation of the fixed price Millennium in November 1999, the first fixed price to propose unlimited calls the weekend

In 2001, in spite of the launching of innovating offers marketing, Bouygues Telecom does not manage to increase its market share and reaches a maximum around 17% of market share. At this point in time it decides to conclude a partnership with the Japanese operator NTT DoCoMo in order to use the mark and the system I-mode. Unfortunately the market and the technique are not yet ready and this still does not make it possible to make progress its market share.

More recently, one can also note the following innovations for Bouygues Telecom:

  • Beginning of the experiments of television on mobile (DVB-H) in March 2005 in partnership with France Telecom, Bouygues, TPS and Orange
  • Launching of High banc thanks to the standard EDGE in May 2005
  • Launching of the fixed prices Néo and Expressed in March 2006 which propose unlimited communications towards all the French operators
  • Lancement of the 3G++ covering 20% of the population on November 19th, 2007

At March 31st 2005, the French market of mobile telephony breaks up in the following way (figures ARCEP):

  • 47% for Orange
  • 36% for SFR
  • 17% for Bouygues Telecom
  • 1% of the subscribers is customers of virtual operators such as debitel, Tele2 Mobile, Have-Mobile, Carrefour Mobile, Virgin Mobile, Ten and others…

During November 2007, Bouygues Telecom counted: 9000000 customers including 73,7% of subscribers having subscribed a fixed price.

Shareholders

At the 9/11/2007, the shareholding is the following:
  • Group Bouygues: 89.5%
  • JC Decaux Holding: 10.50%, which is the holding family controlling group JC quoted on the stock exchange Decaux.

Subsidiary companies

  • Bouygtel Service : 100%
  • Network Club Bouygues Telecom : 99.99%
  • Teleciel 99.98%

Bouygues Telecom and MVNO

Contrary to its homologous Orange and SFR, Bouygues Telecom forever desired to open its network with MVNO. He preferred to pass from the partnerships of licenses of marks in order to better segment his offer and of touching new customers. The second objective of these licenses of marks is defensive. It is a question for Bouygues Telecom of occupying the ground with respect to the beachcomber of MVNO which would be likely to exhaust its market shares.

The first agreement of this type is concluded at the end of 2004 with Universal Music to create the offer Universal Music Mobile. Universal Music Mobile proposes blocked fixed prices bound for the students.

The second agreement related to a Partenariat with a Filiale of the head office, TF1. TF1 and Bouygues Telecom thus joined to create TF1 Mobile which launches in May 2006 a range of mini-fixed prices bound for the 35 years and more, privileged target of the chain TF1. This range is not marketed any more since February 2007.

Bouygues Telecom thus exploits its image of operator less dear than Orange and SFR to propose offers starting from agreements of mark: many consumers do not make the difference between agreement of mark (Universal, M6, TF1) and MVNO (debitel, Ten, Virgin Mobile, Tele2 Mobile).

See too

  • List of the telecommunications operators
  • I-mode
  • Smoonix TV

External bonds

  • Mobile Official site
  • Universal
  • TF1 Mobile
  • Smoonix TV
  • I-mode TM

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