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VM Success Story: Vodafone CDP© TNS 2014
ValueManager Success Story: Vodafone Continental Drift Platform (CDP)
VM Success Story: Vodafone CDP© TNS 2014
Winner of the German BVM Innovation Award 2014
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TNS Infratest and Vodafone won the German market research society (BVM) Innovation Award 2014.
Development of a market simulation tool (“Continental Drift Platform – CDP”) to understand opportunities and competition in the mobile market.
Within a very short time the CDP led to the following results (excerpt from laudation):
Accelerates time-to-market for the development of new tariffs.
Rationalization of operational product management.
Better market understandingand transparency compared to the competitors.
Basis for reassessment of strategy in the mobile phone market.
Reduction of costs in terms of ad hoc market research.
VM Success Story: Vodafone CDP© TNS 2014
Where do we see the market going?How do we place our products?
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VM Success Story: Vodafone CDP© TNS 2014
A crucial criterion for success is market transparency.
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VM Success Story: Vodafone CDP© TNS 2014
Various circumstances prevent transparency in the mobile telecommunications market.
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VM Success Story: Vodafone CDP© TNS 2014
What kind of information is needed to act confident in the market?
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Impact of products and promotions on own
performance
Chances and risks of products and promotions
Own activities Activities of competition
Market situation
Market development
Decisions
VM Success Story: Vodafone CDP© TNS 2014
Basic idea of CDP: Making decisions based on valid simulations.
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Simulation
ProductPerformance
Product Development
Price Optimisation
Revenue
Target Groups
Promotions
MarketPerformance
Distribution
VM Success Story: Vodafone CDP© TNS 2014
A continuous and holistic usage was a crucial factor for the development of the CDP.
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Requirements:
Coverage of the whole mobile phone market (prepay and postpay)
Adaption to changes in the market
High precision by calibration and continuous adjustment to latest market figures
Integration of key figures from financial systems and customer information systems
VM Success Story: Vodafone CDP© TNS 2014
Project details
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Sample size: n=4,327 interviews in totalThe sample was divided in two sub-samples
Fieldwork: 3rd to 23rd of May 2013
Methodology: Online interviews (CAWI) with TNS panel and partners
Questionnaire: 20 minutes frame questionnaire incl. segmentation2-3 conjoint tasks per respondent
VM Success Story: Vodafone CDP© TNS 2014
Calibration with internal and external validation factors
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External validation factors Internal validation factors
TNS ValueManagerdata base
check of predicted data against real sales figures of Vodafone benchmarks in case of innovations
market shares market development tariff figures brand and ad awareness ad spendings
further customer information
from conventional survey: attitudes towards
innovation and service price sensitivity channel preference basic decision behaviour etc.
change behaviour
conversion model openness to providers commitment to own provider
adaption ofpreference shares
to reality
market information
real choice and change behaviour
VM Success Story: Vodafone CDP© TNS 2014
Sustainability: calibration and micro conjoints
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VM Success Story: Vodafone CDP© TNS 2014
Complex market developments can be made visible nearly at the push of a button.
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VM Success Story: Vodafone CDP© TNS 2014
The effect of individual actions can be assessed in a holistic view.
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Target Group Analysis
28,0%
30,3%
13,8%
18,2%
6,1%3,6%
VM Success Story: Vodafone CDP© TNS 2014
The CDP accelerates the decision process, makes measures more objective and preserves resources!
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More than50 promotionideas analysed
Meanwhile over 80tariff modifications
were evaluated Cost savings so far
ca. €320k
VM Success Story: Vodafone CDP© TNS 2014
TNS ValueManager – selected References
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