Conferencia CREACIÓN DE VALOR PARA EL CLIENTE INTRODUCTOR D. Prof. David Allen Profesor y Director del Área de Estrategia del IE.
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Value is created by those who create competitive advantage
Competitive Advantage Formula
ClientClient = x Price + y Differentiation + z Reputation + E
FirmFirm = x Coste + y Capacidades + z Identidad + E
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
Carl-Henric SvanbergPresident and CEOEricsson – the turnaround and way forward
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
The Lars Magnus Ericsson story
Communication is a basic human need
Once upon a time...
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
Ericsson history 129 years of leadership
1876 Ericsson founded
1880 First switch launched
1881-1897 Sales to Russia/China/US begin
1897 Manufacturing in Russia
1905 Operator in Mexico
1922 Ericsson established in Spain
1991 GSM introduced
2001 UMTS introduced
2005 Mobile broadband with HSDPA
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
Solid industry momentum
2 billion mobile subscribers – 3 billion within 5 years– Communication a basic human need– Mobile best technology to serve this need
Mobile voice and data, broadband – key drivers– New services and increased minutes of use– Strong momentum in emerging markets
Convergence on everyone’s agenda– Mobile and fixed broadband, triple play
2 billion mobile subscribers – industry milestone
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
Mobile subscribers globally
0
500
1000
1500
2000
2500
3000
3500
2003 2004 2005 2006 2007 2008 2009 2010
acti
ve s
ub
scri
pti
on
s/lin
es (
mill
ion
s)
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
Mobile Voice Traffic Development Total Minutes of Use (03-10)
Source: Internal Ericsson
0
2
4
6
8
10
12
2003 2004 2005 2006 2007 2008 2009 2010
APAC
Western Europe
CEMA
Latin America
North America
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
The telecom market is redefining itself- enriched communication with 3G
Voice
Lifestyle
Mobile offíce
MMS(images)
Broadband
VoiceMail
SMS(text)
Voice
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
The reality and the task
60% market decline Dramatic reductions ahead Risk losing customers and further sales
Company survival at stake
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
From crisis to successAgenda for turnaround
Save the company Cut deep enough
but
keep focus on vision and strategy Execute and perform
We would only get one chance
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
What brought us here will not keep us here
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
Factors driving success
High profitability - trustworthiness, mandate to act, control of destiny Well anchored strategic direction including common culture and values Professional sales and marketing including “a clear value proposition” A clear management structure and an efficient decision process
Open and critical discussions for decision quality - unity to create power Simple organization - measurable units - delegation of responsibilities Lean, professional staff supporting field and business
Leading R&D based on true customer needs World class processes - simplicity - no duplication - responsibility Frequent and efficient communication
Simplify - don’t complicate
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
High profitability – trustworthiness, mandate to act, control of
destiny Well anchored strategic direction including common culture
and values Professional sales and marketing including “a clear value
proposition” A clear management structure and an efficient decision
process- Open and critical discussions for decision quality –
unity to create power
- Simple organization – measurable units – delegation of responsibilities
- Lean, professional staff supporting field and business Leading R&D based on true customer needs World class processes – simplicity – no duplication Frequent and efficient communication
4,4
Ericsson Competitor
5,8
1,9
4,6
5,3
3,4
Scale 1-10
3,47,3
7,1
8,2
7,4
7,1
7,7
7,3
Factors driving success
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
4,3
Ericsson Competitor
5,4
1,9 1,4
4,6 4,8
5,3 6,3
3,4 4,8
Scale 1-10
3,47,0
7,4
8,2 8,6
7,4 8,4
7,1 9,0
7,7 8,4
9,0
Int Ext Int Ext
Factors driving success
High profitability – trustworthiness, mandate to act, control of destiny
Well anchored strategic direction including common culture and values
Professional sales and marketing including “a clear value proposition”
A clear management structure and an efficient decision process
- Open and critical discussions for decision quality – unity to create power
- Simple organization – measurable units – delegation of responsibilities
- Lean, professional staff supporting field and business Leading R&D based on true customer needs World class processes – simplicity – no duplication Frequent and efficient communication
4,4
5,8
3,47,3
7,1
7,3
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
Our way to success
True world leadership
Profit to drive destiny
Operational excellence
The prime driver in an all-communicating world
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
How to drive operational excellence Step-by-step
Straighter and simpler work processes
Increased quality – first time right
Shorter lead-times – declining costs
Inspired employees taking responsibility
Increased profitability
Exceeding customer expectations
Simpler organisation with clear goals
Operational e
xcellence True leadership
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
Agreed on our roadmap for change
Structure
Management philosophiesHow we lead
OrganizationSimplicity, clarity, responsibility
Execution on all levelsTo gain true leadership
Business strategyAlignment to drive energy
Right sizing Profit to drive destiny
Culture
Core values Who we are
Our people committmentHow we see each other
Principles in businessHow we meet our customers
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
Our core values
Our visionThe prime driver in an all-communicating world
ProfessionalismListen – lead through innovation Keep commitments – be responsiveSeek the truth – know your numbers
RespectBuild strength through a shared visionQualify everyday – generate energy Diversity as a strength – equal opportunities
PerseveranceLead change – shape the future
Always deliver – walk the extra mile Trusted global partner for more than a century!
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
Understand and act on user needs and operator opportunities
The prime driver in anall-communicating world
Our strategy in summary
Customer passion - technology leadership - operational excellence
Leadwirelessevolutionin 2G, 3Gand B3G
Drivemultimedia
servicesthrough
E2E solutions
Expandprofessional
services
Innovateand invest
in new business
opportunities
Createnext
generation converging
IP - networks
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
When we were through we had
Cut EUR 50 million/week in 100 weeks Reduced staff from 110,000 to 50,000 An organisation geared for
simplicity, clarity and responsibility A well anchored vision and strategy
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
Alcatel
0
5
10
15
20
25
30
35
-93 -94 -95 -96 -97 -98 -99 -00 -01 -02 -03 -04
BE
UR
0,0%
5,0%
10,0%
15,0%
20,0%
Sales EBIT
Lucent
0
5
10
15
20
25
30
35
40
-93 -94 -95 -96 -97 -98 -99 -00 -01 -02 -03 -04
BU
SD
0,0%
5,0%
10,0%
15,0%
20,0%
Sales EBIT
Nokia
0
5
10
15
20
25
30
35
-93 -94 -95 -96 -97 -98 -99 -00 -01 -02 -03 -04
BE
UR
0,0%
5,0%
10,0%
15,0%
20,0%
Sales EBIT
Nortel
0
5
10
15
20
25
30
35
-93 -94 -95 -96 -97 -98 -99 -00 -01 -02 -03 -04
BU
SD
0,0%
5,0%
10,0%
15,0%
20,0%
Sales EBIT
Ericsson
0
50
100
150
200
250
300
-93 -94 -95 -96 -97 -98 -99 -00 -01 -02 -03 -04
BS
EK
0,0%
5,0%
10,0%
15,0%
20,0%
Sales EBIT
Siemens Telecom
0
5
10
15
20
25
30
-93 -94 -95 -96 -97 -98 -99 -00 -01 -02 -03 -04
BE
UR
0,0%
5,0%
10,0%
15,0%
20,0%
Sales EBIT
Our competitors also recover- but so far slower Growth 2004/2003
+7% -4%
+18%Currency adjusted
+4%Currency adjusted
+10%Currency adjusted
+2%Currency adjusted
© Copyright Telefon AB LM Ericsson 2005. All rights reserved
Summary
Confidence has returned to the industry– Focus on strategic issues and business development
Communication a basic human need– Adds to quality of life and drives productivity in society
Ericsson maybe stronger than ever– A true partner for progress
The prime driver in an all-communicating world
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