Post on 30-Dec-2015
Thomas Rößler, 27th September 2004O2 Germany GmbH & Co. OHG
Achieving Cost-Effective And Successful Communication With Your Customers
Content
The company O2 Germany
Determining how to successfully communicate and distribute prepaid
services to your target market.
Leveraging your communications channels to maximise service usage and
attract higher spending customers.
Examining how to market additional services at the point at which
customers access their account details and recharge their accounts
Targeted products, services and promotions.
Exploiting new segmentation and profiling data to ensure that you
are communicating the right services to the right customers
individually.
The Company O2 Germany
1Company Profile
Mobile Network
Customer Numbers O2 Germany
Sales & International Communications
With O2
Market Share Germany & ARPU
Employees
Company Profile
O2 Germany (formerly VIAG Interkom) is a subsidiary of mmO2 plc.
Network operator owning its own mobile telephone network.
Innovative postpaid and prepaid products, mobile data services.
More than 6.3 million customers (more than 2.6 million prepaid customers) since June 2004 in Germany.
Strengths of O2 Germany: one of the leading innovators in mobile data
services, exceptional service O2 Genion Homezone, almost total mobile
phone coverage via O2 Germany’s mobile network and national roaming
through the D1 network, established sales channels.
Owns an UMTS licence.
Goal of O2 Germany: consistent growth, continuous increase in market
share (revenue and customers)
Mobile Network
GSM 1800 (E2) mobile communications network.
Appr. 10,000 GSM and appr. 1,500 UMTS base stations in operation.
Intelligent network which enables the Genion and Prepaid functionality.
Virtually nation-wide coverage via O2 Germany’s mobile network and the
national roaming using the D1 network.
National GPRS roaming in the D1 network, nation-wide data transfer approaching ISDN speed in Germany.
Even faster data transfer with UMTS (Laptop card for GPRS/UMTS already offered).
WLAN - very high transmission speed over 400 business relevant hotsports such as airports or hotels.
© O2 Germany, August 2004
Customer Numbers O2 Germany & ARPU
4.1 4.3 4.6 4.8 5.0 5.35.6
66.3
0
1
2
3
4
5
6
7
End o
f Jun
02
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f Sep
02
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f Dec
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f Mar
03
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f Jun
03
End o
f Nov
03
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f Mar
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f Jun
04
Mill
ion
s
PostpaidPrepaidTotal
© O2 Germany, status 30 June, 2004
44 45 45 43 46 46 45 44 45
1111 11 11 10 11 12 12 11
05
101520253035404550
Eu
ro
Postpaid
Prepaid
© O2 Germany, status 30 June, 2004
* base: quarter-ARPU
Sales & International Communications With O2
Appr. 470 o2 shops throughout Germany
Own shops, Partner shops, Franchise, Shop-in-shops with Vobis
Currently around 9,000 specialist dealers, wholesalers and other established sales channels.
International roaming with more than 298 partners in 148 countries enabling convenient calling round the world.
International GRPS roaming with more than 30 partners for very widespread data communication
– GPRS roaming: 44 networks in 43 countries
– GSM roaming: 296 networks in 142 countries
© O2 Germany, August 2004
Market Share Germany, based on Revenue for FY 2003/2004
Source: quarterly and annual reports (for Vodafone & O2: revenue FY 03/04; E-Plus & T-Mobile: cumulative revenue for April 03 to March 04)
T-Mobile40.8%
Vodafone37.0%
E-Plus11.9%
O210.3%
© O2 Germany, status 31 March, 2004
Employees
0
1000
2000
3000
4000
5000
6000
* since March 2001 without employees of BT Ignite
© O2 Germany, status 30 June, 2004
2Project Framework
The Marketing Engine To Serve All
Your Prepaid Customers
Architectural Overview
The Project
Project Framework
Project was initially a cost saving initiative, therefore the business case
was crucial (CAPEX and OPEX consideration); See also optimized H/W
configuration).
Timeframe was limited for realisation (window of opportunity).
Sicap PABQ (Prepaid Account Balance Query) application was selceted to
reduce costly IVR calls which are offered for free to Prepay customers to
check the balance.
No/limited IT impact to eliminate dependencies from IT release planning.
Almost no Marketing involvement required, except definition of access
code:
##110011**
The Marketing Engine To Serve All Your Prepaid Customers
Two rack units support all Prepaid
customers.
2x SUN Netra T1 AC200 as an optimized
hardware configuration to radically
optimize the CAPEX investment.
Sicap IWU and UMB application
deployed on the same redundant SUN
servers (two servers in total).
Capacity is more than sufficient and can
be easily expanded by quickly adding
more licenses (software based).
Architectural Overview
NW -3
[IF -3]
[IF -2]STP
NW -2
[IF -1]
[IF -4]
MSC-HLR
NW -1
SCP
NW -5
OIS
NW -4
TRö
OA & M
NW -7
[IF -5]
Application Server
NW -9
[IF -8]USSD CBS
NW -8
[IF -7]
MDS
IT -1
UM BIW U
[IF -9]
UMC
NW -6
Provision ing
[IF -5]
[IF -6]
S icap USSD G ateway(PABQ )
ExistingInterface
Interface to beImplemented
O ut ofScope
Architecture is open for additional
internal and external application
service developments.
OIS (Open Interface System)
integration via Corba/XML (new
for Sicap).
Sicap UMC initially choosen as an
interim O&M tool (new).
Proprietary Interface to be
developed (Corba/XML) towards
SCP account via Open Interface
System (OIS) utilizing Corba/XML
3USSD As An Important Marketing
Channel
Increasingly Success With USSD
Service Usage
Additional Services Realised
Applications & Services Under
Investigation
Marketing Aspects
USSD Application As An Important Marketing Channel
Your balance is9,35 EURYourAdvertisementcould be here
Marketing insists now on using the USSD string as a communications channel on a permanent basis (other than originally planned).
USSD campaigns are on a permanent basis now (24h change process); Two campaings can run in parallel.
USSD is a fast service (appr. 7s response), cheap in operation, flexible to Marketing plans and extremly effective!
USSD advertisement string as a Marketing Channel multiplies the replies to service promotions and APRU generation.
‚Killer‘
Applica
tion
Note: Maximum length of USSD string limited with Trium handsets (non GSM standard) limits the advertisement text possible !
Additional Services Realised
Added account expiry date information as an application.
– Business Case to reduce inquiries to the customer care center.
– individual promotion text possible.
Added Sicap UMB (USSD Menu Browsing) application.
: to access the USSD menu
: for balance inquiries
: for balance expiry date
information
Note: Watch your access network capacity !
##000011**
##110011**
##220011**
Applications & Services Under Investigation
Enable nationwide usage of USSD by USSD stage 2 in national roaming
environment or HLR ´update´ to support stage 1.
Service Provider Support (MVNOs with own brand).
Investigate and eventually promote International Roaming usage.
Investigate Alternative Recharge applications.
Take ideas from this Prepaid Mobile Conference.....