Examining how KPN has achieved flexible billing for their Prepaid Services
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description
Examining how KPN has achieved flexible billing for their Prepaid Services. Mieke van Kalker, Product Responsible for Prepaid. Wednesday 26 th September 2004. Outline of presentation. KPN Mobile: Who are we? The Mobile Market in the Netherlands Replacement of the Prepaid platform - PowerPoint PPT Presentation
Transcript of Examining how KPN has achieved flexible billing for their Prepaid Services
Examining how KPN has achieved flexible billing for their Prepaid Services
Mieke van Kalker, Product Responsible for PrepaidWednesday 26th September 2004
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Outline of presentation
• KPN Mobile: Who are we?
• The Mobile Market in the Netherlands
• Replacement of the Prepaid platform
• Keeping up with Marketing requirements
• Questions?
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Who are we?
More than 45 million
voice minutes per
day
15.5 million
customers
KPN Mobile
Strategic partner
1.450.000 i-mode
customers
5735 employees
More than € 5 billion
revenue in 2003
Status 9 augustus 2004
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The Netherlands
Market share 39.3%
Subscribers 5.41 mln
Penetration 85 %
KPN Mobile Division
5
Belgium
Market share 16%
Subscribers 1.44 mln
Penetration 79 %
Germany
Market share 12.9%
Subscribers 8.71 mln
Penetration 82 %Status 9 august 2004
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The Mobile market in the Netherlands One of the most competitive markets
5 network operators, 6 brands
A lot of (emerging) WholeSale / MVNO parties, e.g.
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Market share Prepaid customers
KPN
Vodafone22,8%
Telfort8,9%
T-Mobile12,8%
Orange13,9%
41,6% Ultimo August 2004Total prepaid base: 8,7 million
Ultimo December 2003Total prepaid base: 7,8 million
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Replacement of the Prepaid Platform
• Why replacement?
– The Market demand requires a great amount of flexibility in our ICT environment, both from a technical and functional point of view
– Existing platform is end –of -life
• Selection proces
– Telecom Suppliers
– Billing suppliers
– Convergence with postpaid billing
• Complexity
– More than 20 interfaces
– More than 3,5 million customers
– Many different services
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Replacement of the Prepaid Platform
• Project New Prepaid
– Goal is to replace the current PrePay infrastructure with the Alcatel OSP PrePay solution before the end of 2004
– Minimal service interruptions
– Seamless migration of current services and customer base
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ICT architecture
Bill Calculation
EBP
Real-time Call/
session control
PrePay
CDR / event -Mediation
ServiceMediatorContent
GPRS
SMSCMMSC
MSC(Voice)
Service Domain
Customer
CRM andMarketing
ProductManagement
Product
NetworkDomain
Bill payments
HLR
Rating
CustomerManagement
PostPay
Real-time Rating
Man
ag
emen
tR
epo
rtin
gF
inan
ceB
ank
s
Billing data,Account balance
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Migration
• Migration in Q4 2004
– Migration of vouchers
– Migration of subscribers
– Migration of data/ MMS amount
• Keep the services running at all time
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Marketing in a highly competitive market
• More than 10 brands, fighting for customers
• New ideas, giving away minutes/ SMS
• Price war on SMS
• Validity of Prepaid Balance
• New services, especially on Value added Services
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Speed of technical changes
• Market demands a quick reaction at all times
• Technical changes take time
• Challenge to align these two opposites
– Explain technical constraints
– Be closely involved with new ideas
– Suggests possibilities from technical point of view
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Loyalty pograms
• Prepaid customers are a challenge to keep
– They have no contract
– Change very quickly
– Price is important
– New Prepaid cards come with new mobile phones
• Possible solutions
– Reward high value customers
– Keep new services coming
– Always stay ahead of the competition
Prepaid in the Netherlands:a fascinating service
Any questions?
