How is broadband reshaping our marketing? Per Fredriksson Principal
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Transcript of How is broadband reshaping our marketing? Per Fredriksson Principal
How is broadband reshaping our marketing?
Per Fredriksson Principal
Commercial in confidence | © Ericsson AB 2012 | 2012-07-18 | Page 2
Mckinsey iconsumer: digital products in the forefront
Commercial in confidence | © Ericsson AB 2012 | 2012-07-18 | Page 3
Consumer led marketing increasing through connectivity
Commercial in confidence | © Ericsson AB 2012 | 2012-07-18 | Page 4
As markets mature, consumers consult a wider number of sources
Sources of information consulted when looking to buy a mobile phoneMature
Word of mouth
Point of sale
Marketing / ads
Emerging Tier 1 Emerging Tier 2
Source: TNS
Commercial in confidence | © Ericsson AB 2012 | 2012-07-18 | Page 5
Beyond flat rate powered by the network
THE E2E IP NETWORK COST EFFECTIVELY ENABLES NEW BUSINESS MODELS
Penetration
Price
SingleFlat rate
Offer
Lost revenue opportunity
OTT are winners
Best-effort broadband
Multiple targeted services with QoS and policy control
Operators are winners
Price
Penetration
Service-based broadband
Commercial in confidence | © Ericsson AB 2012 | 2012-07-18 | Page 6
Mass market pricing moving towards differentiation
Dis
po
sab
le In
com
e
Population Penetration
Pos
tpai
d
Pre
paid
Price per Gbyte
• 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
Commercial in confidence | © Ericsson AB 2012 | 2012-07-18 | Page 7
Service Differentiation
How to differentiate
Maximum bandwidthper application
Per User admission priority
Content Caching
Guaranteed Bit Rate per Application
Content Optimization
Minimum Bit Rate per User
Maximum bandwidthper user
Per Service admission priority
When to differentiate
Time of day
Location
Service / Application
…
Subscriber profileupdated
Fair usage
Device type
Commercial in confidence | © Ericsson AB 2012 | 2012-07-18 | Page 8
$20 month(5 GB)
DifferentiationFrom one to many offerings
$/KBVoice &
data bundle
$30month
high speed
$0.5 for 2 hours
Commercial in confidence | © Ericsson AB 2012 | 2012-07-18 | Page 9
Communicate with the End user: simplify & direct/relevant
Show consumption
Buy Speed
Buy Volume
Applications
Portals
Redirectinformation
SMS and
USSD
Widgets and
Gadgets
Commercial in confidence | © Ericsson AB 2012 | 2012-07-18 | Page 10
Operator’s User Dashboard - AS DEMOED in MWC
ALSO:
Commercial in confidence | © Ericsson AB 2012 | 2012-07-18 | Page 11
Operator’s User Dashboard - AS DEMOED in MWC
Topup with
voucher
Realtime
wallet
Time left
Turbo button
Choose between
many services
App notifications
Or normal
browsing
Choose
times/quotas
QoS per
service
ALSO:OTT sponsored data (e.g. bank)
Mobile advertising
Redirect in browser
Userself-care
Dynamicpricing
Also laptop, feature phone
Commercial in confidence | © Ericsson AB 2012 | 2012-07-18 | Page 12
telecom IS trailing IN CUSTOMER SATISFACTION
100
95
90
85
80
75
65
60
AirlinesFixed tel. service
73
0
66
Utilities
70
75
65
5
Hotels Cable TV
77
Internet search engines
80
Automot.
83
71
Banks
76
Mobile phone service
Note: maximum rating is 100Source: ACSI 2011
Indexed customer satisfaction
Commercial in confidence | © Ericsson AB 2012 | 2012-07-18 | Page 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