Uade Simcel 2011 E Griffa Rev A.Ppt
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The document discusses the massification of broadband mobile services in Spain. It notes that there are two important dimensions to consider regarding the massification of broadband mobile services: (1) making services more widely available and (2) applying the broadband paradigm across society to drive innovation. The summary restates the key topic and main points in 3 sentences or less.
Uade Simcel 2011 E Griffa Rev A.Ppt
- 1. masificació Hacia la masificación de los servicios de mó banda ancha móvil dos dimensiones importantes By eduardo griffa CU PRincipal & Lead transformation consultant
- 3. Five technological revolutions in 240 years 1971 IT & telecommunication 1908 Automobile, oil & mass production 1875 Steel & heavy engineering 1829 Steam, coal, iron & railways Source: Professor Carlota Perez 1771 Universities of Cambridge, Tallinn and Sussex The industrial revolution Public | © Ericsson AB 2011 | 2011-01-25 | Page 3
- 4. Technological revolution Propagates in two different periods INSTALLATION DEPLOYMENT Turning point More efficiently solving Applying paradigm to old problems - winners innovate across society – among old players new winners Time 20-30 years 20-30 years Source: Professor Carlota Perez Universities of Cambridge, Tallinn and Sussex Broadband at turning point Public | © Ericsson AB 2011 | 2011-01-25 | Page 4
- 5. Agenda INDUSTRY CHALLENGES HOW MUCH INTEGRATED IS YOUR FACTORY ? HOW IS IT REALLY LIKE TO BE YOUR CUSTOMER ? CONCLUSSIONS Public | © Ericsson AB 2011 | 2011-01-25 | Page 5
- 6. Agenda INDUSTRY CHALLENGES HOW MUCH INTEGRATED IS YOUR FACTORY ? HOW IS IT REALLY LIKE TO BE YOUR CUSTOMER ? CONCLUSSIONS Public | © Ericsson AB 2011 | 2011-01-25 | Page 6
- 7. Speed of change Public | © Ericsson AB 2011 | 2011-01-25 | Page 7
- 8. Market trends 2011 GOING MOBILE: VIDEO, CLOUD SERVICES, INTERNET & M2M MORE CONNECTED DEVICES & AFFORDABLE SMARTPHONES TIERED PRICING & NEW BUSINESS MODELS FOR MOBILE BROADBAND MODERNIZATION OF NETWORKS, OSS/BSS & OPERATIONS FOCUS ON HIGH PERFORMANCE BROADBAND NETWORKS Source: Hans W in Sales Summitt 2011 and Q4 10 result presentation Public | © Ericsson AB 2011 | 2011-01-25 | Page 8
- 9. The new broadband world Device Resource Content and Power Business Applications Momentum Utlization apps storage Consumption Models Shared Dedicated Defined & tested Own device Irrelevant One size fits all Personal Shared 100s per day Cloud Low Differentiated Public | © Ericsson AB 2011 | 2011-01-25 | Page 9
- 10. Cost efficiency is not the only challenge What are the key drivers What does business of satisfaction of my innovation mean? What are my customers ? customers’ pain points ? Where do you Is the network a prioritize differentiator ? business innovation? How to use the technology as an enabler of cost How efficient are my reduction in business operations ? How do I processes ? benchmark ? Do I need to invest to save ? Do I have to reduce Costs first and then increase the revenues ? Driving down cost is important - Do I have to Optimize or do but far from enough I have to develop (enable) new things ? Public | © Ericsson AB 2011 | 2011-01-25 | Page 10
- 11. Two important dimensions High Level of integration of "factory" Med. Low Low Middle High Level of customer centricity of organization and product portfolio Public | © Ericsson AB 2011 | 2011-01-25 | Page 11
- 12. Agenda INDUSTRY CHALLENGES HOW MUCH INTEGRATED IS YOUR FACTORY ? HOW IS IT REALLY LIKE TO BE YOUR CUSTOMER ? CONCLUSSIONS Public | © Ericsson AB 2011 | 2011-01-25 | Page 12
- 13. Traffic and revenue decoupled… Traffic Revenue & Traffic De-Coupled Revenues Voice Dominant Mobile Broadband Dominant Time Source: Light Reading Public | © Ericsson AB 2011 | 2011-01-25 | Page 13
- 14. adjusting the image… Traffic Cost/GB Time Source: Light Reading Public | © Ericsson AB 2011 | 2011-01-25 | Page 14
- 15. Agenda INDUSTRY CHALLENGES HOW MUCH INTEGRATED IS YOUR FACTORY ? HOW IS IT REALLY LIKE TO BE YOUR CUSTOMER ? CONCLUSSIONS Public | © Ericsson AB 2011 | 2011-01-25 | Page 15
- 16. Customer experience in telecom trailing other industries Indexed customer satisfaction 100 90 84 84 83 83 82 80 79 76 75 75 74 74 74 74 72 71 70 69 64 60 0 Automot. Credit ElectronicsInternet Express Life Super Banks Hotels Utilities Internet Motion Postal Fixed tel. Cable Wireless Airlines Unions search Delivery Insurance markets News Pictures Service service TV tel. service engines Note: maximum rating is 100 Source: ACSI 2009 Public | © Ericsson AB 2011 | 2011-01-25 | Page 16
- 17. SIX KEY drivers of customer experience CUSTOMER EXPERIENCE RELATIVE SATISFACTION DRIVERS WEIGHT1 It is easy to join us 1 Purchase process › ~50 2 Service installation › Dealing with us is a pleasure 3 Response to an enquiry › ~50 4 Problems (e.g. “I cannot access internet") › 5 Invoice (e.g. “The amount is different than in the › ~70 agreement") Recognition - we value our loyal customers 6 Agreement prolongation (e.g. “I have worse › ~60 contractual terms than new customers") Note: Share of respondents mentioning as top three pain-point or satisfaction driver Source: BCG Public | © Ericsson AB 2011 | 2011-01-25 | Page 17 Source: BCG
- 18. Agenda INDUSTRY CHALLENGES HOW MUCH INTEGRATED IS YOUR FACTORY ? HOW IS IT REALLY LIKE TO BE YOUR CUSTOMER ? CONCLUSSIONS Public | © Ericsson AB 2011 | 2011-01-25 | Page 18
- 19. Two important dimensions High Level of integration of "factory" Med. Low Low Middle High Level of customer centricity of organization and product portfolio Public | © Ericsson AB 2011 | 2011-01-25 | Page 19
- 20. The result of transformation Operators can gain 30-40% OPEX savings ...and be prepared for future growth Operators can grow their traffic 100 times ...and still keep control of the CAPEX Operators can reduce cost ...and increase Customer experience. They can also decrease unit costs for voice by up to 75% …and for broadband by up to 95% Public | © Ericsson AB 2011 | 2011-01-25 | Page 20
- 21. What are the big guys doing ? Public | © Ericsson AB 2011 | 2011-01-25 | Page 21
- 22. What is your Transformation approach? 1 Front High runners Level of integration of "factory" 2 Selective transformers Med. 3 Integration skeptics Low Low Middle High Level of customer centricity of organization and product portfolio Public | © Ericsson AB 2011 | 2011-01-25 | Page 22
- 23. Public | © Ericsson AB 2011 | 2011-01-25 | Page 23
- 24. Financial result of Telstra’s Transformation FINANCIAL BENEFITS CAME AFTER 5 YEARS 6-8% LOWER CAPEX/SALES RATIO CAPEX/Sales Ratio (%) $5B SALES GROWTH Reduced cost ...and increased customer experience Unit costs are decreased for voice service by 75% …and for broadband by 95% Public | © Ericsson AB 2011 | 2011-01-25 | Page 24 Source: Telstra’s Investor Day presentations, October 2009
- 25. DT transformation Source: Deutsche Telekom Investor Day. On Our Way To A New DT – “Fix – Transform – Innovate, March 17, 2010 René Obermann” Public | © Ericsson AB 2011 | 2011-01-25 | Page 25
- 26. TRANSFORMATION FOR SUSTAINABLE GROWTH Source: 7th investor Conference October 2009, JM A Pallete Public | © Ericsson AB 2011 | 2011-01-25 | Page 26