COVER SLIIDE

ACCELERATING NEW SERVICES: CONCEPT TO CASH Rick Mallon, Vice President Marketing & Alliances December 2016

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Say they prefer self service over a customer representative

67%

The likelihood a customer will switch carriers if a service call last more than 15 minutes

30%

Increase in mobile video usage since 2013

56%

Mobile customers expect more from their service providers than ever before, and service providers are expected to create, sell and deliver the latest services faster than ever.

Expecting More

TODAY’S CUSTOMERS

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MARKET DRIVERS

Network

§  NFV / SDN §  5G §  Fiber §  Cloud

IoT / IoE

§  Smart home / business

§  eHealth §  Advanced

security §  Telematics

Digital Business

§  Omni-channel §  Speed-to-market §  Zero-touch

automation §  Partner eco-

system

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THE INFRASTRUCTURE DISCONNECT

Up to 70% Order Fallout

High cost to market

Slow time to market

No clear decomposition between product order and network service / device

Months to make even small price changes or to launch new products

Hard coded fulfillment paths between order and provisioning / activation

Offer management / order capture is customized by channel and by network solution

No single “point of truth” for products and services

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THE DIGITAL CREATE–SELL–DELIVER MANDATE

Catalog- Driven You have to clearly define and standardize what you are selling

Ecosystem Friendly You have to connect what you can sell with other eco-systems

Flawless Delivery You have to get it right the first time

Context Aware You have to know what you can customize & support

Omni-channel You have to sell seamlessly through every sales channel

Exceptional Service You have to delight your customer throughout

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THE PATH TO DIGITIZATION TAKING PRAGMATIC STEPS TOWARD BECOMING A DIGITAL SERVICE PROVIDER

Ring-fence commoditized legacy functionality

e.g., Core CRM, Trouble Ticketing, Billing

Overlay back office with componentized, cloud based customer-facing applications e.g., SFA, CPQ, Customer

Analytics

Introduce automated order flow using an orchestration platform (sits across legacy

and new)

Underpin process flow and link between front / back office with

an enterprise catalog

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RESULTS

By embracing catalog-driven operations.

Decrease in Time to

Market

75%

By eliminating manual processes and hard-coded

fulfilment paths.

Decrease in Cost to

Market

90%

By creating clean, digital orders and automating the

fulfilment process.

Decreased Order Fallout

+90%

Embracing Catalog-Driven Operations

SECTION DIVIDER

Case Study – Vodafone Germany

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EVERYTHING FROM A SINGLE SOURCE VODAFONE GERMANY – PIONEERS OF THE MOBILE WORLD

Vodafone Deutschland §  Integrated communications group

offering mobile radio, fixed network and broadband services, mobile data services and TV from a single source

§  14,000 employees §  Sales revenues: € 10,873 billion §  Approximately 30,31 million mobile,

5,52 million fixed network / broadband and 7,89 million TV customers

§  Roughly 23% of Vodafone Group‘s earnings (EBITDA)

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PROBLEM TO BE SOLVED

SELL BUILD RUN

Numerous pain points regarding scattered information along E2E process •  No complete support of X-channel experience •  Paper ware all along the process •  Some order fall out due to heterogeneous order capture processes

Major pain points

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DIGITAL ORDER - PROJECT OBJECTIVES KEY BENEFITS FOR DIFFERENT STAKEHOLDER

Higher Order Quality

Higher Sales Efficiency

Multi-Channel Support

Central Product Lifecycle Management

Improved Customer Experience

•  Catalogue driven order capture will reduce number of wrong orders •  Enabler for fulfilment standardization & automation

•  Replacement of paper forms by an digital order capture and submission flow •  Single tool for digital mobile proposals

•  All actors use the same business & product logic •  Same result independent from channel

•  Single place of truth of the Enterprise product portfolio •  Definition of collaboration to jointly manage Vodafone’s Enterprise Portfolio

(Product Management, Channel Marketing, Project Leads)

•  Customer gets what he wants faster and more reliable

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•  Overall catalog structure follows a commercial logic in order to support the product development process.

•  Legacy systems still have to be considered, but need to follow the commercial logic as well and in a decoupled manner.

•  Establish the product catalog as single point of truth and drive downstream systems and processes (e.g. Order Capture, Order Mgmt)

•  Establish a dedicated product life cycle organisation based on agreed process steps

5 •  Use a catalog vendor with telco expertise from numerous previous projects

KEY FINDINGS - PRODUCT CATALOG

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PROJECT OUTCOME

§  Complete Mobile Tariff Portfolio, which consists of 99 tariff plans, 170 optional services, 150 handsets with more than a billion product variations, implemented in 37 packages now modelled in Sigma Catalog

§  More than 2000 enterprise customer specific framework contracts now managed in Sigma Catalog §  Processes completely changed towards digital order capture instead of paper forms §  Reduction of order fallout by approx. 60% and massive improvement of E2E duration time

SECTION DIVIDER

Orange Belgium Consumer Business

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ORANGE BELGIUM

§  Second largest mobile operator in Belgium §  Orange opened its mobile network in 1996 §  Active in all market segments: Residential, Enterprise, SoHo, MVNO, Government

§  A variety of products lines: Mobile, Fix, VPN, Cloud Solutions, Machine-to-Machine §  Orange Belgium will soon launch a Cable/TV Offer

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CHALLENGES WITH MANAGING PRODUCTS

§  Orange Belgium had a number of systems and manual processes involved in changing our self-serve website – changing things like pricing was very error-prone

§  We also had many stores across Belgium – offers in the store are pushed through digital screens in the store as well as in the UI portals of store employees

§  Too many times we put out the wrong price for offers or had incorrect/inconsistent marketing messages 649€

Oops!

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OUR PROJECT AT A GLANCE

§  Device Marketing manages our phones portfolio through the Sigma Catalog

§  +/- 130 models of phones, but also several tablets, modems, accessories with high turnover

§  Sigma contains all the characteristics and all the frequently changing prices for hardware per channel

§  Managing devices represents very intensive updates: some subsidy subscriptions already went through more than 600 versions

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PROJECT BENEFITS

§  Coherence has been reached amongst shop applications

§  Now when we sell an iPhone for 49€, it is the same price everywhere!

§  A great number of satellite information sources used by business people have disappeared: Excel sheets, Word documents

§  Within a few minutes up to 3 hours, we can do either an emergency launch or correct a price error in all the shops of the country