Telecom Strategies

Topics: Marketing, Mobile Web, Product differentiation Pages: 35 (8937 words) Published: July 31, 2013
Innovation Report Innovation

Strategies of Telecom Operators
How to retain margins
Ref: M12312 – June 2012

Market maturity, increased and multi-faceted competition, a difficult macroeconomic context and sustained regulatory pressure have an impact on the margins of most operators in advanced economies. This study analyses the initiatives being taken by telecom operators to contain their margins, such as: keeping costs under control, choosing investments, winning over new customers, valuation of assets, etc.

• Which avenues for reducing expenditure are worth exploring? • Are customer management and segmenting offers key measures? • Is increasing customer numbers a real source of margin? • Does increasing revenue per user also have a positive impact on margins? • Questions which are still open: subsidizing handsets, monetizing usage, the place of content, …?

www.idate.org

Contents (PDF report)
1. Executive Summary 2. Methodology 3. Operators under increasing pressure 3.1. A generally deteriorating politico-economic context 3.2. Mature mobile markets 3.3. Exploding usage 3.4. Regulatory pressures still strong 3.5. Increasing competition 4.3.4. Increasing mobile data tariffs 4.3.5. Supplying and distributing differentiating content 4.3.6. Related activities

Deliverables:
• Report (PDF) • Slideshow (PDF)

June 2012

EUR 3 500
(1-5 user licence)

5. Measures which are effective to varying degrees
5.1. Tightening expenditure 5.2. Increasing the customer base 5.3. Increasing revenue

Sales contact: Isabel Jimenez
i.jimenez@idate.org Tel.: +33 (0)467 144 404

4. A large range of actions for retaining margins
4.1. Tightening expenditure 4.1.1. Organizational and financial measures 4.1.2. Operational and functional measures 4.1.3. General strategy measures 4.1.4. Technical and technological measures

6. Challenges and open questions
6.1. Confirming the benefits of segmentation and family offers 6.2. Clarifying strategies concerning content 6.3. Activating converged access and offers for quadruple play offers 6.4. Improving network resource management 6.5. Changing handset subsidies sustainably 6.6. Using identified growth avenues for margin vectors 6.7. Continuing to monetize usage

Project Manager Carole Manero c.manero@idate.org Tel: +33 (0)467 144 428

Related reports available:
• The World Telecom Services Market • Multiplay: new supplyside strategies • Telco TV Strategies

4.2. Increasing the customer base 4.2.1. Winning and segmenting new customers on a given market 4.2.2. Winning new geographical markets 7. 4.2.3. Improving customer relationships • and experience • • 4.3. Increasing revenue • 4.3.1. Fighting against cannibalization of • some revenues • 4.3.2. Quality of stock, valuation of • existing subscribers 4.3.3. Innovation in the offer: bundles, up- • • & cross-selling •

Telecom operator profiles
America Móvil AT&T China Mobile Deutsche Telekom France Telecom KDDI NTT Telefónica Verizon Communications Vodafone

Upcoming reports:
• • • • Future Telecom Pricing Strategies Vertical Markets FTTx services

More information at: www.idate.org

IDATE - BP 4167 – 34092 Montpellier Cedex 5 Tel: +33 (0) 467 144 444 – Fax: +33 (0) 467 144 400 - info@idate.org – www.idate.org

Strategies of telecom operators (extracts)
Developing EBITDA margins (%)

March N to March N+1 Source: IDATE – June 2012

Impact of the measures explored by telecom operators

Source: IDATE – June 2012 IDATE - BP 4167 – 34092 Montpellier Cedex 5 Tel: +33 (0) 467 144 444 – Fax: +33 (0) 467 144 400 - info@idate.org – www.idate.org

Strategies of Telecom Operators
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