1. 第一組 組長： 陳宜軒 組員： 黃婕昕 林政陸 指導教授：黃光渠 教授

2. Outline ‧ About EE ‧ Financial ratios ‧ IEF & EFE

3. History of EE Deutsche Telekom and France Télécom announced plans to merge their respective UK ventures on 8 September 2009. The merger was cleared by the European Commission on 1 March 2010. The joint venture was announced as completed on 1 April 2010, and the name Everything Everywhere was announced on 11 May 2010. About EE 1

4. the most advanced digital communications company in UK Britain’s biggest 3G mobile network 1st in Britain to offer superfast 4G mobile services fixed Fiber Broadband service has now reached 15 million households have lots of conversations with customers About EE 2

5. Vision & Mission They believe in giving the UK the best network and best service so our customers trust us with their digital lives. How to achieve this goal 1.Best network 2.Best service 3.Customer trust and relevance https://www.youtube.com/watch?v=UmT8vl2eml8 About EE 3

6. Financial Ratio 4

7. 5

8. 6

9. 7

10. 8

11. 9

12. 10

13. 11

14. 12

15. IEF & EFE 13

16. IFE WeightRatingWeighted Score Internal Strengths Wide network coverage 0.1540.6 Maintain Market Leadership 0.02540.1 Strong Customer Base 0.1540.6 Strong brand equity and recognition in Europe 0.0540.2 Excellent Marketing Capacity 0.1040.4 Comprehensive Services Portfolio through 3G & 4GEE networks 0.1040.4 High service price at 3G 0.0540.2 Low service price at 4G 0.0530.15 Many 4G device for handsets 0.1040.4 Internal Weaknesses poor bottom-line performance 0.1010.1 company's involvement in litigations 0.0251 Steady decline in average revenue per user (ARPU) 0.1010.1 Total Weighted Score3.275 14

17. EFE WeightRatingWeighted Score Opportunities Increasing mobile data market 0.1540.6 Growing smart phone market 0.1540.6 New technology -Fibre Broadband investment 0.0530.15 Oversea investment in new emerging nations 0.02520.05 Technology innovation with lower operating cost 0.1530.45 Trend of globalization for telecom industry 0.0520.1 Threats Weak 4G market 0.0540.2 Regulatory changes from government in fixed line 0.1020.2 Competitive presures from other rival 0.0520.1 Uncertainty of new technology deployment 0.1030.3 No presence in key emerging markets 0.0251 Economic slowdown in the European Union 0.1030.3 Total Weighted Score 3.075 15

18. THE END