RingDings market analysis

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

This thesis aims to study the Vodafone Portugal RingBack Tone market, and to recommend the company with new approaches regarding its “waiting music” calling service, named RingDings. To do so I elaborated, conducted and analysed an online survey, complemented by additional literature and market research. The survey revealed that not only were clients not aware of all the service characteristics but, many of them found this service non-interesting and expensive. My data analysis also pointed out to potential growth opportunities outside the Lisbon area. Finally, I was able to provide Vodafone with some commendations to improve the service performance.