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How is broadband reshaping our marketing? Per Fredriksson Principal

How is broadband reshaping our marketing? Per Fredriksson Principal. Mckinsey iconsumer: digital products in the forefront. Consumer led marketing increasing through connectivity. As markets mature, consumers consult a wider number of sources.

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How is broadband reshaping our marketing? Per Fredriksson Principal

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  1. How is broadband reshaping our marketing? Per Fredriksson Principal

  2. Mckinsey iconsumer: digital products in the forefront

  3. Consumer led marketing increasing through connectivity

  4. As markets mature, consumers consult a wider number of sources Sources of information consulted when looking to buy a mobile phone Mature Emerging Tier 1 Emerging Tier 2 Word of mouth Point of sale Marketing / ads Source: TNS

  5. Best-effort broadband Price Price Lost revenue opportunity Single Flat rate Offer Penetration Penetration OTT are winners THE E2E IP NETWORK COST EFFECTIVELY ENABLES NEW BUSINESS MODELS Beyond flat rate powered by the network Service-based broadband Multiple targeted services with QoS and policy control Operators are winners

  6. Mass market pricing moving towards differentiation • Postpaid offering based in time and QoS over a fixed period • Postpaid offering based on occasional usage • Prepaid offering based on time and QoS over a fixed period • Prepaid offering based on occasional usage • Specific access on occasional basis Price per Gbyte Disposable Income Postpaid Prepaid Population Penetration

  7. Service Differentiation When to differentiate How to differentiate Time of day Maximum bandwidthper user Fair usage Maximum bandwidthper application Device type Location Per Service admission priority Per User admission priority Service / Application Subscriber profileupdated Guaranteed Bit Rate per Application Minimum Bit Rate per User … Content Optimization Content Caching

  8. DifferentiationFrom one to many offerings $20 month(5 GB) $0.5 for 2 hours $30monthhigh speed $/KB Voice & data bundle

  9. Buy Speed Show consumption Buy Volume Communicate with the End user: simplify & direct/relevant Applications Widgets and Gadgets Portals SMS and USSD Redirectinformation

  10. Operator’s User Dashboard - AS DEMOED in MWC ALSO:

  11. Time left Choose times/quotas Realtime wallet Topup with voucher Choose between many services App notifications Turbo button QoS per service Or normal browsing Userself-care Redirect in browser Mobile advertising Also laptop, feature phone Dynamicpricing OTT sponsored data (e.g. bank) Operator’s User Dashboard - AS DEMOED in MWC ALSO:

  12. telecom IS trailing IN CUSTOMER SATISFACTION Indexed customer satisfaction 100 95 90 85 83 80 80 77 76 75 75 73 71 70 66 65 65 60 5 0 Automot. Internet search engines Hotels Banks Utilities Fixed tel. service Mobile phone service Cable TV Airlines Note: maximum rating is 100 Source: ACSI 2011

  13. Using the in-hand on-line channel in a smart way • Smart pipe/networks create a great opportunity to differentiate offerings • Micro segmentation • Campaigns • Up-sell • Risk of user confusion • Developing a user-interface/application will guide the consumer • Direct – when the need arises

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