Sunrise (UPC) confirmed its intention to go public by the end of the year at its investor day. The operator produced some very informative documents! including an interesting map of mobile brands in Switzerland.
This map published on this site allows you to visualize the positioning of the different players on the Swiss mobile phone market. There are three main segments: “premium”! “smart shopper” and “budget”! with brands positioned according to their price and perceived value.
Three unequal heavyweights
Two of the three national operators! namely Swisscom and Sunrise! are in the vk database premium segment! according to Sunrise. These players rely on the quality of their networks and services to justify higher prices to a demanding clientele! according to the operator! which relegates Salt to a category below.Swisscom offers
In fact! in the intermediate segment known as the “smart shopper”! we find in addition to Salt! Yallo (Sunrise)! Wingo! Coop Mobile and M-Budget Mobile (Swisscom). These brands target a clientele sensitive to value for money! with simplified but attractive offers.
Sunrise’s multi-brand strategy
Sunrise says it stands out with its well-defined multi-brand strategy. In addition to its core premium brand! the operator is banking heavily on Yallo to conquer the growing “smart shopper” segment.
This approach should allow Sunrise to cover a large share of the market! estimated at between 85% and 95% according to its own figures. The operator seems to be deliberately placing the budget segment on the margins! which is considered less profitable.
Fragmented competition
The budget segment remains competitive
However! with players like Lebara between the ears, innovation in the classroom – gijs palsrok or Lycamobile targeting expatriate communities in particular. There are also MVNOs like Lidl Mobile or Aldi Mobile! which rely on the networks of national operators! not to mention GoMo.
My comment? This map Mapping mobile brands phone number list o only partially represents reality. Sunrise (UPC) is very presumptuous to place itself so close to Swisscom. One could even wonder if Salt is not now better placed than Sunrise (UPC)? Moreover! when we see the results of rankings like Bilanz! we can even question the “premium” positioning of Swisscom.