Vodafone OneNet - Leaders in Marketing OneNet presentation_Colin Shea.pdf · •Oskar Mobile was...
Transcript of Vodafone OneNet - Leaders in Marketing OneNet presentation_Colin Shea.pdf · •Oskar Mobile was...
Vodafone OneNet
OneNet – fix, mobile, internet in one net
Draft
Vodafone Czech Republic
A bit of history
• Oskar Mobile was formed in 1999 and secured a 3d GSM license to operate
in the Czech Republic
• The shareholder (TIW) owned another small eastern European operator
called Connex
• Vodafone PLC bought both operations in 2005
• Vodafone Czech Republic is today a strong third operator with circa 25%
market share and a credible competitor in all segments
• Czech Republic fun fact: heaviest beer consumption in the world at 132L per
capita per annum!
Slide master 2 22/10/2012
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Vodafone Czech Republic
Back in the mists of time…
• In 2007 Vodafone decided to mount
a challenge to the incumbent in the
enterprise sector
• Telefonica was the incumbent, with all
the advantages that implies
• But they were complacent … and
times were changing
• But we knew we had to think
differently
• Playing by their rules meant we could
only lose!
Slide master 3 22/10/2012
0%
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50%
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70%
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90%
SOHO SME Corporate/ state sector
Vodafone
Telefonica O2
Total Telco Market Shares, Jan 2008
The challenge: come up with a strategy that would take
advantage of our status as a new and nimble challenger, our
unique brand attributes, but at the same time deliver enterprise
grade reliability!
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Vodafone Czech Republic
Never bring a knife to a gunfight…
Slide master 4 22/10/2012
0%
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20%
30%
40%
50%
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90%
100%
SOHO SME Corporate
Fixed
Mobility
Share of spend by segment
• We needed to be in fixed
• We were starting to gain traction
in SOHO where mobile was
predominant
• One reason we were failing in
SME and corporate was that
fixed was far bigger part of their
budgets and mission critical
• Over half of large customers with
multiple telco products only had
one provider – 90% had either 1
or 2, the second often being a
connectivity backup provider. We
were shut out of this segment
But how to become a universal telco provider in a cost effective
way without the assets of an incumbent?
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Vodafone Czech Republic
…and talking to clients
Slide master 5 22/10/2012
“I have 6 connectivity providers at
10 locations. 2 are totally unreliable.
It’s an expensive headache.” “I have 80 SIMs and I am constantly
on the phone with my provider
changing conditions as people come
and go, change their travel profile,
or whatever. It’s a time consuming,
inefficient mess.”
“I have to chase my employees not
to talk on the mobile but use the
fixed line.”
“We have a 15 year old PBX and I
spend incredible money on service
and maintenance.”
“We would love to move from
Telefonica but no one else can offer
the fixed services they can.”
“I can’t get a VPN between my fixed
and mobile networks.”
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Vodafone Czech Republic
The answer: Vodafone OneNet
Slide master 6 22/10/2012
Managed service: we have relations with dozens of ISPs and construct
the best solution for each individual client. Flexible SLAs allow proper cost/
benefit calculation … redundancy through different providers
Modern technology: fully convergent IP-based fixed/ mobile solution. IMS
infrastructure delivered over proprietary IP/ MPLS network
Cost control and flexibility: no more individual tariff plans. Small license
fee per user covers mobile, fixed and company-wide VPN. Traffic bought
on bulk basis (ie 100.000 minutes/ month) which can be used by all
employees
No more legacy hardware: PBX hosted in the cloud; all advanced PBX
functionalities managed virtually
Personal care: individual care reps assigned from the smallest SME
customers.
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Vodafone Czech Republic
Vodafone OneNet proposition
Slide master 7 22/10/2012
£££ £££ ££
MOBILE PROVIDER
FIXED LINE PROVIDER
INTERNET PROVIDER
£££
SINGLE PROVIDER
BEFORE VODAFONE ONE NET WITH VODAFONE ONE NET
PHONE SYSTEM
OFFICE OFFICE
PHONE SYSTEM
• PBX in the cloud
• Integrated fixed & mobile telephony
• Fixed & Mobile broadband bundle
• Single service & support
• Single Contract & Bill
• OPEX model with easily 20% TCO saving
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Vodafone Czech Republic
Octobe
r 22,
2012
Company Confidential
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9-49
50-249
Phase 2
Large &
Medium SME
Company size
Small SME
SoHo
Corporate
Phase 3 – OneNet Express
Sele
ctive a
ppro
ach f
or
diffe
rent
segm
ents
250+
Targeting more than 50% employees in the market through less than 5% of companies
Launch Phase 3
Phase 1 Initial Launch –minimise cannibalisation of existing
customer base, focus on basic service & “practice”
Phase 2
Higher customisation &
quality requirements
Vodafone OneNet segment focused launch
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Vodafone Czech Republic
Vodafone OneNet take to market
• Focus on building awareness and perception of being Total Telco provider
• Massive expansion of direct and indirect sales force
• Get key reference clients in selected regions and industry verticals –
continuous involvement of executive team
• OneNet experience center
Slide master 9 10/22/2012
2008 2009 2010
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Vodafone Czech Republic
Gaining credibility has been a tough road…
Slide master 22/10/2012
Consideration and awareness
among non-customers
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Vodafone Czech Republic
Vodafone OneNet figures development
Slide master 11 22/10/2012
0%
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300000
Q1 07/08 Q1 08/09 Q1 09/10 Q1 11/12 Q1 12/13
OneNet Connections
% of enterprise revenue
Development of connections and
revenues, 2008 - 2012
• After a slow start in the first
year, growth has been
extraordinary
• Long sales cycle in this segment
delayed uptake
• Took time to establish credibility
and gain reference customers
• However the product now
accounts for 20% of revenue and
well over half of sales intake
OneNet has driven our Enterprise Growth strategy
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Vodafone Czech Republic
Vodafone OneNet volumes in Europe
Slide master 12 22/10/2012
Current seats
Germany 59,675
Italy 553,200
Spain 1,157,000
UK 99,991
Portugal 20,024
Czech 292,287
Ireland 489
The proposition has been rolled out in much of Europe – over 2
million connections provisioned
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Vodafone Czech Republic
The principle of OneNet is continuously expanded
Slide master 13 22/10/2012
Microsoft Online Services: the same needs for cost control and flexibility
in telecommunication apply to desktop software. We have launched
several Microsoft products on a SaaS basis in the OneNet base
Telemetry: services such as fleet management, car control, security
cameras etc are continuously added to the portfolio
New connectivity technologies: in areas where we are successful, we
build own infrastructure opportunistically and migrate from third parties
Advertising, marketing and commerce: we sell mobile marketing
solutions, web design, and internet advertising packages on a contracted
service basis. We are also active creating a merchant escosystem for a
mobile payments JV active in CZ
Becoming a trusted partner in service provision has allowed us
to expand and deepen our relationship across multiple
categories
Draft
Vodafone Czech Republic
Lessons learned
Decision made in beginning
• Launch of solution on
separate billing and
provisioning platform
• Focus on advanced services
and skipping some basic ones
• Brand new proposition
structure
• Single provider for all services
From today‘s perspective
• Integration info one BSS to
keep sustainable development
• Closing product gaps,
readiness for big tenders
• Followed by both other OpCos
and competitors
• Broadening scope of provided
services and moving into ICT
and managed services world
Slide master 14 10/22/2012