International business - Starting a Wi-Fi company in Australia
Introduction
Businesses providing Wi-Fi services in Australia do not succeed because the people adopt their services slowly and reluctantly. The slag in Wi-Fi businesses has prompted debate that such a business cannot flourish in the country unless it came as a branch of another business. Moreover, some people argue that the strategy used by the Wi-Fi companies to penetrate the market in the country do not attract the people hence the business cannot pick as fast as they would expect (Hug 11). The presentation explains a strategy to start a new business in Australia dealing in Wi-Fi services. It also looks at the customers, reactions, and the competition expected in the market.
The Australian market has a number of companies that offer Wi-Fi services to the people. Some of the companies have been in the market for over five years yet the Wi-Fi services are not adopted widely in the market. This trend occurs due to a number of reasons. It is from these reasons that the gaps in the market show up hence the rising need to fill them. The first gap is lack of education and sensitization. Most of the people in the country do not have information on the benefits of the Wi-Fi business hence the Wi-Fi companies have a lot of work penetrating the market.
The second gap is the cost gap in the market. Any business that wants to open up into the Australian Wi-Fi business treats the country as a virgin land to monopolize the economy. As a result, they charge the customers highly making them unfit to handle the people. Mergers and cartels in the country among the Wi-Fi providing companies also raise the prices of the waif services hence discouraging the consumers (Budden 145). The quality gap also exists in the Wi-Fi business in the Australian market. Most of the businesses fear spending a lot of money on Australia because they feel revenue and the image will go down as consumption and demand for Wi-Fi services drops.
Gap Filler and Strategies
The subsequent plan will be adopted in establishing and managing the company. Initially, the company will sensitize the people on the need to utilize the Wi-Fi services throughout the country. This will make people understand the benefits they will get by diversifying their internet services such as the cost saving internet and faster data retrieval. Furthermore, the company will provide the Wi-Fi services at a lower cost compared to the other companies. One of the main reasons why the people in Australia have not adopted the use of Wi-Fi services is that the companies offering such services now charge them a lot of money for the services. The economic situations of the people do not allow them to pay for the expensive services hence the people opt to other internet sources like phones (Talacko 29).
The cost of installation will also be lower than the other companies offer in order to motivate people to enter into the business of Wi-Fi internet. Another gap filling strategy is to provide people with the highest quality of Wi-Fi services. One of the major reasons why the people in Australia do not trust the Wi-Fi services is that the services do not give them the best. Sometimes, the internet is slow hence; the people spend too much time trying to get small things from the internet or other devices. However, by providing people with high quality services, the company will enter the market easily and effectively.
Competition
When starting the business, it is imperative to study the competitors in the market and the competition strategies used by the competitors. The Wi-Fi service market has a number of competitors in Australia. The competitors include virgin Australia, which broadcasts movies, TV programs, and songs to the passengers on their airlines. One would argue that this is a support service to the company but the fact that people pay for it differentiates them. However, the fact that the passengers pay for the services makes it a different business to the transport business (Hug 4). However, the main demerit of the Wi-Fi services provide by virgin Australia is the cost. Most of the people who use the Wi-Fi of their devices pay heavily for them, making it an expensive luxury for the travelers.
The other competitor in Australia is Telstra mobile. This is a successful mobile business that has outshines other companies that are trading in the provision of Wi-Fi services in Australia. The Telstra enterprise provides for a range of devices that enable people to use Wi-Fi services in many areas. Firstly, the mobile devices provide for people to use portable devices hence they can browse from all places all the time. Other devices that the company provides wireless internet on include tablets, laptop, and desktops. However, like virgin Australia, the cost of Wi-Fi services is relatively high (Talacko 12). Furthermore, may people have knowledge of the existence of Wi-Fi services exist, but lack vital information regarding them. Sensitizing the people about the internet world will boost the demand for the Wi-Fi services in the country.
Support Products and Services in Australia
Starting the business to offer Wi-Fi services in Australia will not struggle too much because of the infrastructure available to start the business. Firstly, the devices to support services are available in the country. The devices that offer wireless provisions to the people include the mobile devices, tablets, televisions, and laptops. In Australia, the costs of the devices are relatively low hence obtaining the devices to install the Wi-Fi services will cost the people little money.
The infrastructure for Wi-Fi service business in terms of government support is also available for the business in Australia. The legal aspects of starting a business to provide Wi-Fi services to the people do not create many huddles. As long as a person has the clearance to offer products to the people, they are allowed to start operations in the country hence legal aspects do not hamper the growth of Wi-Fi service companies.
Conclusion
Starting a Wi-Fi business in Australia requires one to establish gaps Australian market first. The three main identifiable gaps include the cost gap, the education gap, and the quality gap. After identifying the gaps in the market, the business will assume a strategy for filling these gaps by providing quality services at a lower cost. The business must also ensure that they educate people on the Wi-Fi services and their role in the business. The business primarily worries about products; however, the competitors present a check on quality for the Wi-Fi services in the country. The launch and sale of the service includes the support details and devices including the smart-phones and laptops.
Works Cited
Budden, Robert. "BT to Cut Call Costs with Wi-Fi: Mobile Phones Will use Wireless Internet Networks: * Plan Aims to Reverse Loss of Fixed-Line Volume: * Targeted at 17,000 'Hotspots'." Financial Times: 21. Nov 01 2004.
Hug, Dale. "NTT Com Seals Wireless Broadband Roaming Deal with ePLDT, Accelerates Roaming for Wi-Fi Users in Asia." JCNN News Summaries - Japan Corporate News Network: 1. Aug 29 2005.
Talacko, Paul. "A Connection without Wires: INTERNET TECHNOLOGY: Wi-Fi has Faults but it is the Key to Many Mobile Internet Services, Says Paul Talacko:" Financial Times: 12. Jan 22 2002.
