Delivering the mobile services multi-nationals really want

Yankee Group Conference: ‘Empowering the Enterprise 2004’:

5th – 6th May 2004

http://www.yankeegroup.com/public/events/conferences/ete2004/agenda.jsp

The Problem

•  NO control over service offering •  NO management information •  NO common pan-European services •  NO integration with existing business processes •  NO focus on Total Cost of Ownership

The European mobile needs of Multi- nationals corporations are not being met

Key Attributes of Service

Primary Research – Key attributes of good service

1

2

3

4

5

Stre

ngth

of O

fferin

g

Low Medium High

Market Leader Indirect Access Providers

Relevance to Multi-Nationals

Source: © 2002 – 2004 CTSL – Interviews with 35 Corporate Telecom Decision Makers

Expectation Gap

Organisations & Mobile Services

•  Markets are becoming more integrated across Europe, with companies evolving to meet the challenge

•  Essential to this change is mobility, but level of control & associated management information varies widely

•  Most telecom managers don’t know: –  How much they are spending on mobile services & where –  How many mobiles they have –  Whether existing policies are enforced, and –  What’s going on across the fleet at this moment

Regain Control

•  1st step is to regain control over the supply chain…

Individual Control

COST CONTROL

Line of Business

SERVICE CONSISTENCY POLICY MANAGEMENT

Group / Centralised

SINGLE SLA TOTAL COST OF OWNERSHIP

Understanding the “User” Needs

•  2nd step is to understand the needs of the service “users”

Telecom Manager – I’m in Control •  Managed service provisioning •  Moves & Changes processes •  Back-office integration •  Dedicated account mgmt & customer care

Business User – Simple to Use •  Same number / same phone •  Seamless voice / data services •  Easy access to voicemail / DQ etc. •  24 x 7 native-language support

Purchasing – Business made Easy •  Single Enterprise contract •  Unified view of spend •  Tailored payment plans •  Cost management & reporting

•  95% of spend = Voice communications

•  c. 55% / 45% = Direct vs Indirect Costs

•  100% of spend = Don’t care

Responsiveness to Customer

Control of Services

The Industry Challenge

Mobile Operators

+ Full service control - National operations - Sales P&L ownership

Service Providers

+ Focused sale -  Limited opportunity to

differentiate services Managed Services

+ IT sale + Mobility -  Not adding long-

term value

Enhanced Service

Provision

Control over key services One European operation Common Sales P&L ownership

Joined-up Thinking is required

Focus

Systems: unified to ensure consistent European offering

Processes: designed around needs of specific market segment

People: Customer Care & Account Management

operating in unison

Fundamentally Different Focus: A Service & Relationship Sale not

Network or Technology sale