Bishop, ChristineDurant, PhilippaFigueiredo, Alexandre Rosa2017-04-072019-06-012016-09-16http://hdl.handle.net/10362/20448CEMSThis report aims to assess the impact of the increase in mobile data traffic, and other relevant trends, in the telecommunications industry. In addition, it analyzes the telecom landscape in Australia and Virgin Mobile’s current position in the market. Based on the research mentioned above, the report identifies an appealing segment in Vodafone’s current customer base, which represents an attractive market opportunity for the company. Accordingly, it proposes a potential differentiation strategy and outlines two strategic guidelines to acquire the target customers identified. Moreover, the report includes several strategic recommendations in order to increase customer acquisition and profitability. Lastly, an academic extension of the project is provided containing a literature review on scenario planning theory.engVirgin mobileMobile data trafficDifferentiation strategyCustomer acquisitionmaster thesis201530490