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By eduardo griffa
CU PRincipal &
Lead transformation consultant
http://www.youtube.com/watch?v=i5AuzQXBsG4
Public | © Ericsson AB 2011 | 2011-01-25 | Page 3
Five technological revolutions in 240
years
1771The industrial revolution
1829Steam, coal, iron & railways
1875Steel & heavy engineering
1908Automobile, oil & mass production
1971IT & telecommunication
Source: Professor Carlota PerezUniversities of Cambridge, Tallinn and Sussex
Public | © Ericsson AB 2011 | 2011-01-25 | Page 4
Technological revolution Propagates in two different periods
Time
INSTALLATION DEPLOYMENT
Turningpoint
20-30 years 20-30 years
More efficiently solving old problems - winners
among old players
Applying paradigm to innovate across society –
new winners
Source: Professor Carlota PerezUniversities of Cambridge, Tallinn and Sussex
Broadband at turning point
Public | © Ericsson AB 2011 | 2011-01-25 | Page 5
INDUSTRY CHALLENGES
HOW MUCH INTEGRATED IS YOUR FACTORY ?
HOW IS IT REALLY LIKE TO BE YOUR CUSTOMER ?
Agenda
CONCLUSSIONS
Public | © Ericsson AB 2011 | 2011-01-25 | Page 6
INDUSTRY CHALLENGES
HOW MUCH INTEGRATED IS YOUR FACTORY ?
HOW IS IT REALLY LIKE TO BE YOUR CUSTOMER ?
Agenda
CONCLUSSIONS
Public | © Ericsson AB 2011 | 2011-01-25 | Page 7
Speed of change
Public | © Ericsson AB 2011 | 2011-01-25 | Page 8
Market trends 2011
MORE CONNECTED DEVICES & AFFORDABLE SMARTPHONES
GOING MOBILE: VIDEO, CLOUD SERVICES, INTERNET & M2M
TIERED PRICING & NEW BUSINESS MODELS FOR MOBILE BROADBAND
MODERNIZATION OF NETWORKS, OSS/BSS & OPERATIONS
FOCUS ON HIGH PERFORMANCE BROADBAND NETWORKS
Source: Hans W in Sales Summitt 2011 and Q4 10 result presentation
Public | © Ericsson AB 2011 | 2011-01-25 | Page 9
The new broadband world
Device Momentum
Power Consumption
Business Models
Content and apps storage
Resource Utlization
One size fits allIrrelevantShared Own device Dedicated
DifferentiatedLowPersonal CloudShared
Applications
Defined & tested
100s per day
Public | © Ericsson AB 2011 | 2011-01-25 | Page 10
Cost efficiency is not the only
challenge
What are the key driversof satisfaction of my customers ?
How efficient are my operations ? How do I benchmark ?
How to use the technology as an enabler of cost reduction in business processes ?
Do I need to invest to save ?
What are my customers’ pain points ?
Do I have to reduce Costs first and then increase the revenues ?
Do I have to Optimize or do I have to develop (enable) new things ?
Is the network a differentiator ?
Driving down cost is
important -
but far from enough
What does business innovation mean?
Where do you prioritize business innovation?
Public | © Ericsson AB 2011 | 2011-01-25 | Page 11
Two important dimensions
Level of customer centricityof organization and product portfolio
Low
Low
High
Leve
l of i
nte
gra
tio
n o
f "f
acto
ry"
High
Med.
Middle
Public | © Ericsson AB 2011 | 2011-01-25 | Page 12
INDUSTRY CHALLENGES
HOW MUCH INTEGRATED IS YOUR FACTORY ?
HOW IS IT REALLY LIKE TO BE YOUR CUSTOMER ?
Agenda
CONCLUSSIONS
Public | © Ericsson AB 2011 | 2011-01-25 | Page 13
Traffic and revenue decoupled…
Mobile Broadband Dominant
Revenues
Traffic
Time
Voice Dominant
Revenue & TrafficDe-Coupled
Source: Light Reading
Public | © Ericsson AB 2011 | 2011-01-25 | Page 14
adjusting the image…
Traffic
TimeSource: Light Reading
Cost/GB
Public | © Ericsson AB 2011 | 2011-01-25 | Page 15
INDUSTRY CHALLENGES
HOW MUCH INTEGRATED IS YOUR FACTORY ?
HOW IS IT REALLY LIKE TO BE YOUR CUSTOMER ?
Agenda
CONCLUSSIONS
Public | © Ericsson AB 2011 | 2011-01-25 | Page 16
Customer experience in telecom
trailing other industries
60
Wireless tel. service
7170 69
Cable TV
100
64
Airlines
75
Banks
75
Supermarkets
76
Life Insurance
79
Motion Pictures
82
Internet search engines
83
Electronics
83
Credit Unions
84
Automot.
84
72
Postal Service
0
807474
Indexed customer satisfaction
Internet News
74
Fixed tel. service
Utilities
74
90
HotelsExpress Delivery
Note: maximum rating is 100Source: ACSI 2009
Public | © Ericsson AB 2011 | 2011-01-25 | Page 17
SIX KEY drivers of customer
experience
Source: BCG
Note: Share of respondents mentioning as top three pain-point or satisfaction driverSource: BCG
CUSTOMER EXPERIENCE SATISFACTION DRIVERS
RELATIVEWEIGHT1
It is easy to join us
› Purchase process
› Service installation
Dealing with us is a pleasure
› Response to an enquiry
› Problems (e.g. “I cannot access internet")
› Invoice (e.g. “The amount is different than in the agreement")
Recognition - we value our loyal customers
› Agreement prolongation (e.g. “I have worse contractual terms than new customers")
~50
~70
~60
~501
3
4
5
6
2
Public | © Ericsson AB 2011 | 2011-01-25 | Page 18
INDUSTRY CHALLENGES
HOW MUCH INTEGRATED IS YOUR FACTORY ?
HOW IS IT REALLY LIKE TO BE YOUR CUSTOMER ?
Agenda
CONCLUSSIONS
Public | © Ericsson AB 2011 | 2011-01-25 | Page 19
Two important dimensions
Level of customer centricityof organization and product portfolio
Low
Low
High
Leve
l of i
nte
gra
tio
n o
f "f
acto
ry"
High
Med.
Middle
Public | © Ericsson AB 2011 | 2011-01-25 | Page 20
The result of transformation
Operators can gain 30-40% OPEX savings
...and be prepared for future growth
Operators can reduce cost ...and increase
Customer experience. They can also
decrease unit costs for voice by up to 75%
…and for broadband by up to 95%
Operators can grow their traffic 100
times ...and still keep control of the CAPEX
Public | © Ericsson AB 2011 | 2011-01-25 | Page 21
What are the big guys doing ?
Public | © Ericsson AB 2011 | 2011-01-25 | Page 22
What is your
Transformation approach?
Level of customer centricityof organization and product portfolio
Low
Low
High
Leve
l of i
nte
gra
tio
n o
f "f
acto
ry"
High
Med.
Middle
1 Front runners
2 Selective transformers
3Integration
skeptics
2 Selective transformers
3Integration
skeptics
1 Front runners
2 Selective transformers
1 Front runners
Public | © Ericsson AB 2011 | 2011-01-25 | Page 23
Public | © Ericsson AB 2011 | 2011-01-25 | Page 24
Financial result of Telstra’s
Transformation
Source: Telstra’s Investor Day presentations, October 2009
FINANCIAL BENEFITS CAME AFTER 5 YEARSFINANCIAL BENEFITS CAME AFTER 5 YEARSFINANCIAL BENEFITS CAME AFTER 5 YEARSFINANCIAL BENEFITS CAME AFTER 5 YEARS
$5B SALES GROWTH
6666----8% LOWER CAPEX/SALES RATIO8% LOWER CAPEX/SALES RATIO8% LOWER CAPEX/SALES RATIO8% LOWER CAPEX/SALES RATIO
Reduced cost ...and increased customer experience
Unit costs are decreased for voice serviceby 75% …and for broadband by 95%
CAPEX/Sales Ratio (%)
Public | © Ericsson AB 2011 | 2011-01-25 | Page 25
DT transformation
Source: Deutsche Telekom Investor Day. On Our Way To A New DT – “Fix – Transform – Innovate, March 17, 2010 René Obermann”
Public | © Ericsson AB 2011 | 2011-01-25 | Page 26
Source: 7th investor Conference October 2009, JM A Pallete
TRANSFORMATION FOR
SUSTAINABLE GROWTH