მობილური ოპერატორების     ბაზრის  განვითარების  თავისებურებები საქართველოს  სატელეკომუნიკაციო ბაზარზე

Lali Osadze; Maka Sosanidze; Sophio Tsetskhladze

Lali Osadze Doctor of Economy, Associate Professor of Gori State Teaching University, Gori, Chavchavadze st., №53, 1400, Georgia http://orcid.org/0000-0003-1394-3633
Maka Sosanidze Doctor of Economy, Associate Professor of Gori State Teaching University, Gori, Chavchavadze st., №53, 1400, Georgia http://orcid.org/0000-0002-1572-1471
Sophio Tsetskhladze PHD student in Business Administration, Caucasus International University Tbilisi, Chargali st. №73, 0141, Georgia http://orcid.org/0000-0003-0159-9329

Keywords: MOBILE OPERATORS MARKET, MARKETING STRATEGY, 4P, COMUNICATION COMMISSION, MVNO.

Abstract

The mobile phone is an integral part of people's daily lives. More than half of the world's population uses mobile phones. The mobile phone simplifies and enables communication over long distances. In order for a company to achieve its goals and achieve success, it is essential that it develop a set of marketing measures (4 P: product, price, place and promotion) that will help highlight its strengths and make it attractive to customers. The Georgian mobile telecommunications market consists of three main players: MagtiCom, Silknet / Geocell and Vion (Beeline).

The number of mobile subscribers at the end of 2020 was 5.1 million. The number of subscribers was distributed by companies as follows: MagtiCom - 41%, Silknet - 33%, and Beeline - 26%.

According to the reports of the Communications Commission, the price of MagtiCom and Silknet mobile combined services is higher than the average price compared to the prices of the operators of the leading European countries.

It should be noted that there are relatively low-priced offers on the Georgian market, which are offered to customers by the company "Beeline". Nevertheless, a substantial market share of 70% or more is still held by MagtiCom and Silknet, operators with high-cost services.

Recently, the number of mobile internet users is growing significantly. This, along with the development of modern digital technologies and other important factors, was facilitated by the Corona virus pandemic. According to the data published by Visual Capitalist, according to the data published by Visual Capitalist, according to the price of 1 GB of Internet, Georgia ranks 31st among 155 countries in the world ranking.

The analysis of the conducted researches reveals that the relatively middle and high-income population (1000 GEL and more) of Georgia chooses the services of the company "Magti" or "Geocell". The relatively low-income (up to 500 GEL) population chooses Beeline, or, along with Beeline, another operator.

The Georgian mobile operator market is not competitive. It is necessary to take into account the experience of European regulators in order to liberalize the market.

PECULIARITE OF MOBILE OPERATORS MAKET DEVELOPMENT IN THE GEIRGIAN TELECOMMUNICATION MARKET

Abstract