Commercial Overview
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Transcript of Commercial Overview
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8/12/2019 Commercial Overview
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MTN GroupCommercial OverviewChristian de FariaGroup Chief Commercial Officer
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Agenda
2
Transforming the strategic intent
Group commercial strategic objectives
Augment voice offerings
Levering data opportunities
Mobile money
Consumer eco system
ICT strategy
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Strategic objectives
Drive new revenueopportunities
Dynamism anddifferentiation of MTN
Understand customers tobecome indispensible
Increase speed, efficiencyand effectiveness
Increase data as % of revenue
Establish MTN in digital space
ICT Strategy
Brand Leadership
Hold key associations
MTN Branded Customer Experience
Providing access, content, products and services
Segmented approach
Understanding what drives loyalty and prevents churn
Center-led but locally relevant strategies, models andsuppliers
Augment voice offerings
Devices
Cost efficiencies
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Augment voice offerings
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Voice still offers revenue potential and remains greatest driver of revenues
Development of services based on Niche and Bulk Solutions the main theme withinthe voice space
Voice as bearer for content services, such as IVR services key to maintaining of voicerevenues
Voice over alternative bearer technology such as VoIP becoming more relevant
Enhance MTN Zone reporting and assessment of revenue impact
Segmented value propositions addressing exact needs of subscriber bundled withlifestyle products (i.e. Trace TV)
The MTN SA analysis indicates how smartphone push of selective handsets can aid in
stimulating further voice usage despite perception of inelastic behaviour of highvalue subscribers
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Transforming strategic intent
Mobile operator revenue split MBB is key decision factor (% revenue)
70-75%
15-20%
15-20%
10%
Today 3-5 years
12-15%
65-75%
Voice + SMS
only
Consumersusing dataconnectivityservices
CorporateVAS
Data access
SMS
Voice
79%
68%
51%
9%
15%
1%
8% 12%
30%
6% 4%
19%
Emergingmarkets
Europe Japan
Source: Delta Partners
Mobile broadband(MBB) is the key driver to win or lose value in the market
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Fast-tracking access through Opera mini browser
Group Agreement
Signed a Group Agreement 11 August2011 with Opera Mini Browser
Launched to date
South Africa (700k downloads)
Nigeria (15 Sep 11 1.9mil downloads)
Ivory Coast (20 Oct 11)
Uganda (31 Oct 11)
Launches Planned for November
Rwanda
Ghana
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Approval on service delivery platform
Developer 1 Developer 2 Developer n
Service Delivery Platform
SMSC MMSCStreaming
ServersChargingInterface
HandsetDetection
OTA Platform
MessagingGateway
DeviceRepository
SubscriptionEngine
Billing EngineTransaction
Log
WAP Web IVR USSD WIG/STK SMS
Subscriber to benefit by accessingcontent via any channel00
Seamless delivery of content,regardless of channel
Reporting, billing, profiling andfinancial reconciliation
Network nodes accessed via SDPand integrated into core networkfunctions
The SDP environment mustintegrated into various operationsand network nodes (deploymentshouldnt be for just one operation)
Independent developers as well asvendor developers should be able toaccess and develop applications forall MTN operations
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Service examples
9
March 2011 - Group Agreement signed with Hollard
MTNs role is to facilitate payment , registration and provide co-marketing
June 2011 - Pilot launched in MTN Ghana via Mobile Money
Feb 2011 signed a Group MOU with Sanlam as a strategic partner on mHealth
Our strategy is to enable access to affordable healthcare
MTN Uganda launched health tips & clinic finder via sms
MTN Nigeria facilitated an industry mHealth workshop with participation from Govt, NGOs,
private sector to define the landscape on mHealth
mInsurance
mHealth
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Segmented device strategyConsumer
2011
2015
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Segmented device strategyBusiness
2011
2015
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Mobile money
Partner selection
Evaluation of platform
MoMo wallets to be linked to VISA payments
Retail payments
Focus areas
Launched in 12 countries with more than 5.1 million subs
Finalised Fundamo roadmap of features to be developed
Governance process in place
Extended partners programme (Western Union, BIBS and MFS)
Achievements
Launched in 10 countries
Streamline existing contracts
International airtime transfer
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Developing digital marketing strategy
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To build a best in class digital presence for MTN, positioning the company as a leaderin its emerging target segments
To enhance existing and new social networks to drive engagement and increasenumber of MTN ambassadors
To provide customers the platform to contribute and be part of the new Digital MTN
within the integrated digital approach
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Social media strategy
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To manage the brand reputation online, driving awareness and engagement usingpaid media
To compile consumer insights, using owned media and sentiment analysis in buildingrelationships
To accelerate problem solving and increase sales, leveraging earned media
Objective Branding andEngagement
Insights andSentiment
Purchase andSupport
Metrics Share of voice Engagement Reach
Active Influencers Impact
Satisfaction Resolution Impact
Content Banner Ads
Adwords Wikis Blogs
Reviews Comments
Media Paid Owned Earned
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Defined the customer ecosystem
Prevents churn in customersthat provide highest value
Clusters our customers basedon behaviour
A framework that informs andintegrates the strategic andoperational plans of thebusiness
Segmentation Loyalty CRM
Should be addressed via an integrated approach vs isolated projects
Months
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$$ 2 32 $ 32 $ 34 2 $ 5 4 2 $ 5 2$ 2 52 $50.00 149.990.01 4.99 5.00 9.99GHC 10.00 49.99 150 +
B: Next 25%
C: Next 50%
AAA
AA+
AA-
A+
A-
% RGS Naming
Top 1% Diamond
Next 4% Platinum
Next 5% Gold
Next 7% Silver
Next 8% Bronze
Strategy&Leadership
UnderstandingCustomers
PlanningActivity
CustomerPropositions
CustomerCh
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MTN Business
Ghana
Nigeria
South Africa
Group Technology
Group Commercial
Establish the business and technical work streams to further define the detailed scope ofthe ITC strategy deliverables
Define the principle decisions to form the support governance structure to implement thestrategy moving forward
Develop the coherent strategy and develop a plan for deployment
16
ICT work group established
Participation from
Objectives
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Mobile internetICT & mobility management
Mobile Workforce Management
Additional remarksInternetaccess
Collaborationtools
Mobile devicemanagement
Mobileresource
management
Serviceproviders
Verizon provides full-fledged mobileworkforce solutions, from VPN networkaccess to enterprise messaging. It alsoprovides service for tracking the location anddispatching mobile workforce
MTN Uganda provides a basic version of
mobile office solution, combining mobilebroadband access and push-basedcollaboration tools
Vodafones featured mobility as a service
offers mobile device management in a hostedSoftware-as-a-service model
Platform
providers
Partners with operators (Vodafone, Milcom)
to offer mobile device management solutions(Software-as-a-service)
Productproviders
Industry specialist focusing on field
manpower management, includingscheduling, dispatching, location monitoringas a software package
System integrator with broad experience in
enterprise mobility solutions, partner ofinternational operators such as Vodafone
ProvidedNot provided
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Mobile internet - M2M
North America& Europe
Governments arestarting smart-gridprojects in US andEurope
Middle East
STC started Fleet-tracking/Asset
managementapplications
Africa
Vodacom and MTNhave bothestablished assetmanagementservice
Asia Pacific
Enterprise-focused
M2M applicationsare being deployedin Asia Pacific
Latin America
Telefonica is doingtrials with andintegrated platformfor M2M
Individuals
Enterprises /
Governments Multinationals
Manyoperators
are bettingbig on
mobilehealth
Manyoperators
are bettingbig on
mobilehealth
Enterprise-focused M2Mapplications
Manyoperators
are betting
on mobilehealth
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Mobile internetCloud computing
NorthAmerica& Europe
US vendors arenow targetingenterprises andgovernment
Middle
East
Etisalat launchedcloud marketplace
and private cloudservices
Africa
Vodacompartnered withNovell to offercloud solutions toenterprises
AsiaPacific
WiPro targeted
SMEs with SaaSplatform andenterprises withcloud consulting
LatinAmerica
NEC and Telefonicapartnered tointroduce cloudservices in
Americas
SMEsEnterprises
/GovernmentsMultinationals
Tata to enter SAmarket through
Neotelsubsidiary
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Mobile internetData centers
NorthAmerica& Europe
Major players areincreasing theircapacity in theUS/Canada both viaacquisition orincreased capacity
LatinAmerica
Dimension Data(South Africa) isseeking Data Centercapacity expansion inLatin America
Europe
Recent movements inthe European marketare lead by the newvirtual Data Centeroffer launched by BT
AsiaPacific
Asian operators are
also increasing theirData Center capacityand expecting asubstantial increase inthe demand
MiddleEast andAfrica
Dimension DatasInternet solutionsexpand existingcapacity
SMEsCorporations
/GovernmentsMultinationals
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Thank you
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Notice
The information contained in this document has not been verified independently. Norepresentation or warranty express or implied is made as to and no reliance should beplaced on the fairness, accuracy, completeness or correctness of the information oropinions contained herein. Opinions and forward looking statements expressedrepresent those of the Company at the time. Undue reliance should not be placed onsuch statements and opinions because by nature, they are subjective to known andunknown risk and uncertainties and can be affected by other factors that could causeactual results and Company plans and objectives to differ materially from those
expressed or implied in the forward looking statements.
Neither the Company nor any of its respective affiliates, advisors or representativesshall have any liability whatsoever (based on negligence or otherwise) for any losshowsoever arising from any use of this presentation or its contents or otherwise arisingin connection with this presentation and do not undertake to publicly update or reviseany of its opinions or forward looking statements whether to reflect new information orfuture events or circumstances otherwise.
This presentation does not constitute an offer or invitation to purchase or subscribe forany securities and no part of it shall form the basis of or be relied upon in connectionwith any contract or commitment whatsoever.