... off and in a big way. With the introduction of smaller trendier handsets and call charges that were not obscenely large the number of people who do not own a mobile phone are now by far a minority. With this boom in mobile users tariff providers had to re-think their strategies in order to cater for these new customers as their new users were no longer the stereo-typical business executives but people from all sections of society. With this in mind we will look at each of the three service providers previously mentioned and compare the tariffs offered by each provider and identify how they target particular segments. 1.1 VODAFONE Like most tariff providers the Vodafone web site offers plans which seem to be able to suit a vast number of people. Like the other service providers they offer different line rental plans to suit both light and heavy users as well ...

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