IS TELCO NOW A MEDIA BUSINESS? Numbers May Drive the Business, but it’s Your People Who Drive the Numbers 02 › How T echnolog y En abled New Content 06 › Marketing and Distribution Excellence Are More Important Than Ever 07 › Emerging Economies Might Leap Ahead of More Developed Countries in Some Domains 09 › How Will You Adapt to Prot from New Opportunities? THE EXECUTIVE ISSUE N°37 | 2011
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
There was a time when the product mix of many consumer-oriented Telecom Service Providers(Telcos) consisted primarily of voice telephony, voice telephony and voice telephony. In those days,most of the “content” (i.e. conversation) was created and produced by the consumer himself.
Part I: How Technology Enabled New Content
Just a few short years ago, Telcos focused on providing and operating a platform on which customerscould interact with each other by talking. Creating content was far from Telcos’ core business. Customerspaid a fee to use part of the platform. They were relatively free to use the platform in any way theywanted to, as long they stayed within legal boundaries.
3 Major Breakthroughs
Over the last ten years, three major product breakthroughs happened in the telecom world, and they changed theenvironment completely:• Fixed broadband• IDTV• Mobile broadband
These three changes have one thing in common: They made it possible for content generated by someone otherthan the user or customer to become very important.
Interactive Digital Television (IDTV): Blurring borders in theTelco-media value chainTraditional television is a one-directional stream: all audiences see the same thing at the same time. But IDTV brings interactivity by
allowing users to view dynamic programme schedules, create their own programme guide, pause programmes, record them now or at
a future date and time and view lms on-demand. So, what role and opportunity does all of this make possible for Telcos?
Traditionally, at least three key roles were needed in the media value chain to bring television content from the creators to the
customer on his couch: The Producer, an Aggregator and a Distributor.
New players invading the market
The new IP-based technologies allow players from the differentblocks to enter more and more into the space of the others.
For example, Distributors often buy content directly from the
Producer or the creator. Distributors then put the content on
their platform and charge the end-users a one-off or a recurring
fee. Over the last few years, completely new players have
entered the space. These include content Aggregators on the
internet, Telcos starting to distribute television, Aggregators
selling telecommunication services and users creating their
own content.
Adjustment of strategy for advertisers
Advertising revenue streams are also impacted. Traditional
advertising blocks become much less evident on the internet.
How the Traditional Model Worked: The Producer makes sure the content is captured and put into a format. The Aggregator groups differentcontent together and makes it available for consumption by the end-user. Quite often, the Aggregator tries to sell advertising in and around thecontent. The Distributor enables the physical distribution to the house of the customer by cable, DSL, satellite, etc.
For individual development of managers, we invite you to
participate in our open enrolment workshops.
Evaluating Strategic Alliance and Partnership is for senior
managers and executives who want the tools to evaluate strategic
relationship changes. Visit www.mce-ama.com/2261.
Launching and Managing Strategic Alliances and Partnerships
helps senior managers identify and plan for the requirements
of a successful partnership, including processes for clarifyingresponsibilities and resolving conicts.
For details, visit: www.mce-ama.com/2262.
Managing Strategic Alliances and Partnerships is for all managers
who are managing a joint venture, partnership or alliance with
another organization. For details, visit: www.mce-ama.com/2247.
8/7/2019 MCE Telecom Service Industry
http://slidepdf.com/reader/full/mce-telecom-service-industry 11/24For more information and registration, please visit www.mce-ama.com 11
Telecom Service Providers
3. Rethink customer experience and loyaltyThe experience Customers have with your Telecom Company has the potential to be a real differentiator over the longer term. This is
especially true in markets where products and prices of different providers converge to more or less the same level.
The importance of day-to-day interactionsFor your company, the differentiation opportunity might lie in
how these products are brought to the customer. This includes
response quality in call centers, skills of staffs in retail outlets,
speed of technical repair and other measures. All of these
day-to-day interactions strongly inuence the perception and
loyalty of customers.
How do you know if your customers are loyal—or not?
Inuencing these variables starts with measuring them. Measuring
loyalty via a Customer Recommendation Score is an approach
MCE knows well. It is a handy metric for pointing to actions that
can bring an organization as a whole to customer centricity. It is
also a tool that can be used at the level of the brand, and also at
As the industry is shifting in the value chain and adapting its
business models, the Sales & Account Management functions
in the Telecom Industry are gradually evolving to new roles and
models. These need to be fully understood, not only by the salesteam, but also by all the different actors in the value chain. MCE
invites you to register for our workshop, The New Face of Sales
and Account Management in the Telecom Service Industry.
It will help you in dening a new relationship strategy with
customers who are more and more versatile.
For details, go to: www.mce-ama.com/2294.
What are the challenges facing B2Bmarkets today?As Europe’s economy recovers from the economic
crisis, how will B2B enterprises adapt to changes in themarketplace? How will they compete with emergingglobal competitors who can do almost everything at alower price?
To learn of the challenges and potential solutions facingB2B today, please visit www.mce-ama.com/b2b2011
Who is this workshop for?Senior and upper-middle managers with several years of
experience in the Operations and Customer care functions.
What will you be able to “take away”
from the workshop?As a result of participating in this workshop, you will be better
able to:
• Create a concrete, measurable plan to become a central
point of a customer focused company
• Explain value proposition to your people and other
department in a way they can understand and act on it
• Measure customer satisfaction and recommendations
intention in a simple and effective way
• Position the “Product Plus” portfolio in the solving thecustomer’s problem perspective
• Implement or change processes that deliver value to your
customers
• Manage internal services to support customer-facing role
What are the major topics discussedin this workshop?
The Business Case for Customer Focus
• Customer Focus vs. Protable Customer Focus: Five Steps to
Customer Recommendations as a driver of future revenues• Getting heard by the business
• Customer emotion as an important decision driver
• Aligning your people to the Customer Value Proposition
Building the Organization to Deliver
• MCE Leadership Model for Aligning People
• Communicating the customer strategy in a way people can
understand, commit to, and act upon
• Involving people in shaping the solution
• Performance metrics
• Processes and process improvement
• Structure of the organization for optimal delivery of
customer satisfaction
• Leadership behaviour – walking the talk and getting people
on board
• Culture – incorporating customer focus into your values,
behaviours, and eventually your organization’s culture
Communicating Across the Organization
• Communicating your customer plan to implement iteffectively
• Moments of truth in customer satisfaction
• Creating an actionable journey – dening the experience and
what it takes to deliver
• What makes a good business story?
• Building your customer plan – Action plan and peer feedback
For full details about this workshop, see:www.mce-ama.com/2296
Making Customer Care a Key Part of Your Strategyin the Telecom Service Industrywww.mce-ama.com/22963 DaysLevel: Senior and top managers, and upper-mid managers
What business issues are addressed in this workshop?
As one of the main contact points for customers/subscribers from service provisioning onwards, the customer care department has
sometimes been seen as a place to minimize the cost of supporting the customer. At best, it is a means to sell him or her new services
or contract extensions. But as “Service Provider 2.0” strategies rely more and more on Customer focus, loyalty management and
recommendation mechanisms, it gets more and more important to move this central point of contact with the customer during his
or her entire life at the company from a cost center to a means for improving the offering to the considered customer, as well as for
improving the complete company portfolio.
8/7/2019 MCE Telecom Service Industry
http://slidepdf.com/reader/full/mce-telecom-service-industry 15/24For more information and registration, please visit www.mce-ama.com 15
Telecom Service Providers
Who is this workshop for?Senior and upper-middle Sales managers with several years of
experience in the Telecom service industry.
What will you be able to “take away”from the workshop?
As a result of participating in this workshop, you will be better
prepared to:
• Identify ways to propose “Ready-to-wear Premium” offerings
• Role of Sales manager within company/industry context
• Managing the Strategy
• The Marketing Process
• Case study part 1
Managing the Resources and Customer-Centricity
• Corporate goals and strategies, markets (customers) and
human resources
• Evaluation process (grid) and templates for organizational
situation analysis
• Consultative selling techniques
• Selling with Partners
• Case study part 2
Leading the Team• Managing Performance (goal setting, incentive schemes,
reporting)
• Understanding key elements of performance management
of individuals as part of the sales strategy execution
• Elements of objective setting and connected incentive
schemes, reporting tools and priorities
• Case study part 3
For full details about this workshop, see:www.mce-ama.com/2294
The New Face of Sales and Account Management in the TelecomService Industrywww.mce-ama.com/22943 DaysLevel: Senior and top managers, upper-mid managers
What business issues are addressed in this workshop?
In the new customer-centric service oriented approach in a “Service Provider 2.0” world, you need to thoughtfully consider the new
face of consultative selling. Corporations and businesses alike want to reduce signicantly the number of partners and providers. They
want partners and providers that are able to bring them cost-effective, “ready to wear” solutions that they can implement fast and
exibly ramp-up or ramp-down depending on their own business evolutions.
New Key Account Managers need to be able to lead the way through the difcult process of ROI calculation for their customers while
keeping an eye on the P&L levels for their own company. They also need to be able to manage the sales and the network together with
other stakeholders who are also looking to maximize their share of the market. Sometimes these stakeholders can be partners, but at
• Explore the marketplace of today and the likely scenarios for
the next ve years
Dene a Stakeholder Management Plan
• Stakeholder Strategy setting
• Long lasting partnership
• Tactics for marketing together
• Customer-centric strategy
• Assessing emerging new models in Telecom service
provisioning
• Case study part 2• Dene current market approach vs. potential future
collaborative approach
Lead and Execute on Time
• How to activate the network?
• How to motivate stakeholders that are not part of your
company?
• What kind of KPIs can be used to steer and report to the
board of your company?
• Can we calculate the ROI of a partnership?• Case study part 3
Stakeholder Management in the Telecom Service Industry - How toManage the Network of Interested Partieswww.mce-ama.com/22933 DaysLevel: Senior and top managers, upper-mid managers
What business issues are addressed in this workshop?Many parties are interested in the Telecom service evolution and the ways to create business out of it. This creates a highly dynamic
environment where all stakeholders interact with and inuence each other’s decision making process. As innovative solution offering
will mainly come from partnerships in a “Service Provider 2.0” world, we will look into how to build win-win business models, organize
research in cross organizational entities, maximize innovations and minimize risks and costs to ensure protable results. This workshop
explores the stakeholder dynamics and offers insight in how Telecom service providers are best placed to successfully lead the
orchestration of networks.
For full details about this workshop, see:www.mce-ama.com/2293
8/7/2019 MCE Telecom Service Industry
http://slidepdf.com/reader/full/mce-telecom-service-industry 17/24For more information and registration, please visit www.mce-ama.com 17
Telecom Service Providers
Who is this workshop for?Marketing, sales and channel Senior and Upper-middle
Managers with several years of experience in Telecoms.
What will you be able to “take away”from the workshop?
As a result of participating in this workshop, you will be better
prepared to:
• Make a coherent and convincing business case for improving
customer focus and customer loyalty in your company
• See the link between customer loyalty and future nancial
performance
• Integrate customer loyalty into your strategy
• Get everyone interested in the voice of the customer and
acting on it
• Make the necessary changes in your processes and structure
to support customer focus and create loyalty
• Lead people in a way that motivates and enables them tofocus on the customer
• Measure success in a clear and straightforward way
• Diagnose and address Customer Focus roadblocks
• Find the people in your organization who are customer-
minded and give them more like-minded colleagues to gain
critical mass
• All of the above resulting in a more customer-focused culture
What topics are discussed in thisworkshop?• The Business Case for Protable Customer Centricity
• The Net Promoter Score
• The customer journey
• What are the obstacles to achieving your vision?
• Leading the Organization to Deliver
• Planning for implementation
For full details about this workshop, see:
www.mce-ama.com/2196
Protable Customer Centricity: How Do You Get There?www.mce-ama.com/21963 DaysLevel: Senior and top managers, upper-mid managers
What business issues are addressed in this workshop?
Companies need to make prots to survive. They also know they need to have happy customers to survive. Often, one thing comes
at the expense of the other and there is a struggle in the company between those who are working on customer centricity and those
who are managing for prots. There is a way to get both. Your company can achieve protable customer centricity. The workshop
helps senior managers in both nance and commercial functions reconcile the conict between prots and customer centricity. The
workshop also helps you decide how to implement customer centricity throughout the company – aligning people and using the right
metrics to keep people focused on creating loyal, high-value customers that support the long-term nancial health of the company.
Who is this workshop for?Managers who need to understand the changing business
environment in the Telecom service industry and its cross-
functional impacts.
What will you be able to “take away”from the workshop?
As a result of participating in this workshop, you will be better
prepared to:
• Develop an all-round view of how successful Telecom
organizations operate
• Understand the fundamental of a Telecom company’s core
business disciplines
• Know how to implement strategies effectively through
people and different departments
• Enrich your business know-how with methods and tools
• Understand how general managers think and act
• Improve your personal business understanding and career
potential
• Use the experiences and frameworks discussed during
workshops for improving your own contribution and
decision-making• Become an active contributor to the change process for your
own company
What topics are discussed in thisworkshop?
1. Introduction and case study presentation
2. Telecom industry: past and present
3. Technology outlook and service delivery platforms
4. Strategy implementation and leadership
º Mission, vision, strategy and business plans º Customer Value Proposition
º Building the “strategy house”
º Management versus leadership
º Strategy implementation framework
º The leadership action plan
º You as a leader
º Leading in a changing environment
º Innovation
5. Marketing and sales: Dening a clear go-to-market value
proposition
º What is marketing?
º Getting customer insights
º Mapping the competitive landscape
º Segmenting, targeting and positioning
º Customer value propositions
º Marketing planning: the extended marketing mix
º Brand management
º Multi-media marketing communication
º Sales organisation and management
º Channel marketing and distribution policies
º Customer focus and measurement
º Mobile Virtual Network Operators (MVNO)
6. Managerial nance and accounting
º Accounting and finance
º Financial statements º Analytical tools for financial performance
º Investment appraisals
º Costing and pricing methods
º Financial planning
º Budgets as management tool
7. Telecom’s (foreseeable) future and industry outlook
8. Case study presentations and wrap-up
For full details about this workshop, see:www.mce-ama.com/2298
The 5-day Mini MBA for the Telecom Industrywww.mce-ama.com/22985 Days
Level: Middle managersWhat business issues are addressed in this workshop?More than ever before, the dynamics and fast pace of the new Telecom Service environment require cross-functional experts who
master complexity and go beyond the silo thinking. This “Mini-MBA” program prepares participants to move into more senior positions
or into functions away from their base education. Therefore participants are exposed to the core management disciplines a business
leader in general should avail of and learn how the different functional disciplines can create synergy.
8/7/2019 MCE Telecom Service Industry
http://slidepdf.com/reader/full/mce-telecom-service-industry 19/24For more information and registration, please visit www.mce-ama.com 19
Telecom Service Providers
Who is this workshop for?Product and portfolio marketing managers responsible for
dening and managing the product offering of a Telecom
Service Provider and associated industries.
What will you be able to “take away”
from the workshop?As a result of participating in this workshop, you will be better
prepared to:
• Understand the economics of a retailer (product focus, shelf
space, etc.)
• Manage your own channels and how to maximize trafc and
revenues
• Understand the different distribution channels and their
specics.
• Motivate the channels and avoid fraud and other risks• Practice and understand the notion of “value selling”
• Develop negotiation skills with retailers and their buyers
• Prepare a retail channel action plan
What topics are discussed in thisworkshop?
Corporate strategy, Brand and Product Marketing
• Marketing in the corporate context
• Marketing: Setting the scene
• The destination: setting marketing objectives• Case study part 1
Dening compelling Customer Value Propositions
• Seven key building blocks: Insights, Segmentation, Brand,
Value Proposition, Commercial amplication, Enablers and
the Customer Journey
• Each block will be detailed for a better understanding of the
key principles
• Key concepts and new concepts will be used, like value based
pricing, new media, business process management
• Case study part 2
Enablers: People Processes & Systems
• Key capabilities: nancial, leadership and project management
• P&L principles
• Marketing revenue equation
• Business plan
• ROI, ROCE
• People dimension: left and right brain, inuencing, leading• Project Management: principles, governance, tools
• Case study part 3
Develop a Product Marketing Plan
• Establish your Product Marketing Plan
• Framework and example of a Product Marketing Plan
• Brieng and coaching for the presentation
• Final explanations and guidance
For full details about this workshop, see:www.mce-ama.com/2339
Product Management in the Telecom Industrywww.mce-ama.com/23394 Days
Level: Middle managersWhat business issues are addressed in this workshop?If there is one key role in the marketing chain of command in the Telecom industry, it is certainly the one of the Product Marketing
Manager. The Telecom industry has always been at the crossroad of providing a combination of products and services. The industry is
now going to enter a totally new era in order to reinvent itself. And the product marketer can really make a difference.
Even if you are not in charge of the company strategy and brand positioning, the decisions you make about the product attributes and
pricing will have a direct impact on the company brand and value proposal. During this 4 day intensive workshop, the participants will
get a clear view on the Product Marketing management basics—the seven building blocks. At the end of the workshop, participants will
have a clear view and tools to use in creating their own Product Marketing plans and to bring them to successful completion.
how to communicate better with each style; how not to
communicate
4. Negotiating with different styles
º Role plays
º Case study part 3
º Develop a Telecom Retail Plan
º Establishing your Telecom Retail plan
º Managing People and processes (goal setting, incentive
schemes, reporting)
º Leading the team
º Learning from mistakes
º Case study part 4
For full details about this workshop, see:www.mce-ama.com/2340
Retail Marketing and Sales in the Telecom Industrywww.mce-ama.com/23404 Days
Level: Upper-mid managers and middle managersWhat business issues are addressed in this workshop?The Telecom Retail Store is still one of the rst and main customer “touch point” for the Telecom Service industry. As some channels
are managed directly and some are being managed indirectly, motivating the staff, get the right “look and feel”, selling to the retailers
and make sure that the products attributes are making it to the end customer are difcult challenges. There is nothing worse than
having retails stores that are not reecting what the websites or the adverts have promised in the whole Customer experience. During
4 intensive days, this workshops will get the basics right on how to sell to retailers but also how to mix products and services in the
shops, negotiate with retailers and manage shelf space the most efcient way.
8/7/2019 MCE Telecom Service Industry
http://slidepdf.com/reader/full/mce-telecom-service-industry 21/24For more information and registration, please visit www.mce-ama.com 21
Telecom Service Providers
What business issues are addressedin this workshop?
You have an idea on how your company should change to
succeed, but you are not sure you have the full picture. And
you certainly do not have time to think things through. You are
looking for a sounding board and challenge from your peers
and experienced business leaders. How can you translate some
of those “Service Provider 2.0” concepts to your company and
adapt or modify your strategy and tactics?
How do some parts of this shift impact your company and your
department?
• The unbundling of the old integrated model
• Different business units with their own P&L
• The integration of new functions
• The emergence of new stakeholders and sales channels
Sound technology and investment in people have never been so
challenging. It might be time to adapt the company culture and
competencies. How do they t in your corporate performance
systems? What is the best way to communicate this to your
people? The same applies to the new commercial functions, the
partner managers, etc.
This workshop helps you to realize how your department, your
company is well positioned in this evolution and what actions
you might have to undertake.
Who is this workshop for?Senior and top managers and upper-middle managers with
several years of experience in one or more functional areas in
their companies.
What will you be able to “take away”from the workshop?
As a result of participating in this workshop, you will be better
able to:
• Adapt to the evolving Telecom service industry strategies
• Manage the impact of the new business environment
• Apply new approaches to company image/branding and trust
• Select new Sales & Marketing approaches that really work
• Deal with multiple stakeholders
• Use your Customer Care and Operations centre as a source
for improvements
• Develop new skills needed for the new Telecom service
environment
• Develop plans to change and adapt your organization
• Manage outsourcing
For full details about this workshop, see:www.mce-ama.com/2291
Strategy and Tactics to Become a Service Provider 2.0: TurningIP-based New Generation Network Challenges into Opportunitieswww.mce-ama.com/22913 DaysLevel: Senior and top managers, upper-mid managers
Who is this workshop for?Middle and upper-middle managers with several years of
experience in sales, business and product development
functions.
What will you be able to “take away”
from the workshop?As a result of participating in this workshop, you will be better
prepared to:
• Differentiate between evolutionary and revolutionary service
and product developments in the Telecom service industry
• Assess potential for premium “Product plus” pricing of
innovations in Telecom service industry
• Identify areas of innovation beyond core products
• Manage the perpetual “beta mode” and shortening product
life-cycle• Develop through partnerships with other stakeholders
• Choose when and how to make the build or buy decisions
• Outsource innovation activities successfully
What topics are discussed in thisworkshop?The Business Case for Customer Focus
• External trends
• Identify the new media and how they are used
• Analyze parallel situations in other industries
• Dening an innovation strategy
• Case study part 1
Managing Innovation
• Planning innovations and their implementations
• Managing perpetual beta
• Go through the “Make or buy”-decision
• Shortening time-to-market
• Case study part 2
Leading Innovation
• Cascading the innovation plan across functional businessunits
• Managing people and processes (goal setting, incentive
schemes, reporting)
• Leading the team
• Learning from mistakes
• Case study part 3
By the end of the workshop, you will have created a top-line
action plan to better ensure that the changes you envision can
become a reality in your business. The MCE Senior Associatewill give feedback and recommendations at the conclusion of
the programme.
For full details about this workshop, see:www.mce-ama.com/2295
Managing Innovation in the Telecom Service Industry -Evolution or Revolution?www.mce-ama.com/22953 DaysLevel: Upper-mid managers and middle managers
What business issues are addressed in this workshop?
Signicant amounts of money and time are invested in developing products, solutions and technologies in the Telecom service industry
that, for numerous reasons, failed to deliver the anticipated results. Some services might quickly become huge successes and some
will not.
But how do you know where to draw the line? What impact will your decisions have on your business strategy and market launch?
How will customers perceive these new ideas? How do you manage the “perpetual beta mode”? How do you reduce time-to-market
drastically? How can you develop in partnership with others?
8/7/2019 MCE Telecom Service Industry
http://slidepdf.com/reader/full/mce-telecom-service-industry 23/24For more information and registration, please visit www.mce-ama.com 23
Telecom Service Providers
Who is this workshop for?This brieng is designed for senior and top management
in the role of responsible or adviser, confronted with the
company, division or business unit strategy formulation and/
or execution or considering realignment of their organisation.
Strategy managers or senior marketing managers reviewing
their customer value proposition or make the company more
customer-oriented.
What will you be able to “take away”from the workshop?
As a result of participating in this workshop, you will be better
prepared to:
• Gain insight from the current major global trends and take
advantage of the impact they will have on the Telco business
in the future
• Expand your knowledge of optional strategic concepts and
customer value propositions• Set-up processes for innovation and sustainable development
• Turn a company into a customer-centred organisation and
increase customer loyalty
• Get people to buy-in to your strategy and manage them
through the change
What topics are discussed in thisworkshop?The major trends which will impact Telecom Services
companies in the near future
• Exploring the major global trends
• Impact of these trends on Telco companies in general
• Lessons and opportunities for your own business
Alternative core strategies to deal with the trends
• Possible strategic options in the Telco market
• Consequences of strategic choice for how the organisation
is managed
• Decide on your company’s customer value proposition(s)
The new key prerequisites for success with strategies
• Sustainable development
• Innovation as a process
• Key measurement for customer centricity
Effective strategy implementation
• Get people to buy-in to your strategy
• Align people in the organisation
• Manage people through change
For full details about this workshop, see:www.mce-ama.com/2359
Strategy Update for Senior Managers in the Telecom Services Industrywww.mce-ama.com/23592 Days
Level: Senior and top managersWhat business issues are addressed in this workshop?Signicant trends are impacting the Telecom Services market today. These trends will profoundly change the business environment
and companies cannot but adapt to these evolutions to stay ahead of competition or simply sustain. Confronted with these trends,
senior management will need to challenge the current strategies and processes. They will have to adopt new business models based
on customer-driven, innovative and sustainable development. The people within the organisation need to be prepared for the new
approaches and managed through the changes it brings with it. In this brieng, participating senior management members will be
exposed to the major global trends, different strategic concepts, customer-centric models and strategy implementation frameworks.