Elisa Communications Capital Market Days Elisa...
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0 Elisa Communications Capital Market Days Elisa Kommunikation GmbH February 7-8, 2001
Transcript of Elisa Communications Capital Market Days Elisa...
0
Elisa CommunicationsCapital Market Days
Elisa Kommunikation GmbH
February 7-8, 2001
1
Agenda
1 The Elisa Opportunity
2 Elisa’s Strategy
3 Business Units
4 Market Situation
5 Services, Marketing and Sales
6 Network, Technology and Systems
7 Competitive Advantage
2
The Elisa Opportunity
3
The Elisa Opportunity Elisa’s Ambition
Elisa’s ambition is to use the city carrier consolidation opportunity to builda leading facilities-based telecommunication carrier in Germany – but withfocus on chosen several regions and certain customer segments
Incumbent
Facility-based
• Deutsche Telekom
(Switch-based) Reseller
Full-Service Challengers(full product line, nationalcoverage, all customersegments)
• Arcor• Viag
• mobilcom• debitel• Talkline
FocussedChallengers
• E-Plus (Mobile)• Colt• QSC (xDSL)• Star Telecom (WLL)• MFS Worldcom (LE)
• Drillisch (Mobile)
• Versatel (NRW)• NetCologne (NRW)• Berlikomm (B)• Completel (Tier2
cities)
• Regiocom (SA, MCI Worldcom)• R-Com (BAY, Viag)• Ruhrnet (NRW, Versatel)
Product orCustomerFocus
RegionalFocus Elisa
2000
Elisa2003
Source: c-quential
4
The Elisa Opportunity Consolidation Opportunity - why City Carriers?
The consolidation opportunity is to integrate city carriers to overcome theirscale deficiencies while maintaining their inherent strengths
City Carriers’Advantages/Deficiencies
+ Local market knowledge
+ Strong position in SME andSOHO segments
+ Own MANs and local accessinfrastructure
− Not enough manpower toenhance customer base andproduct portfolio
− Limited geographicalcoverage
− Lack of economies of scale
− Lack of financial resources
Consolidated Company'sAdvantages
+ Local market knowledge
+ Strong position in SME andSOHO segments
+ Own MANs and local accessinfrastructure
+ Broader product portfolio
+ Larger customer base
+ Nationwide geographicalcoverage
+ Economies of scale
+ Financial resources
Consolidation:• Centralised process and
systems development• Interconnection of city
carriers via nationalbackbone
• Combined purchasingpower and easier access tocapital markets
5
The Elisa Opportunity Elisa's Position Germany
Elisa Position
• The local carriers give Elisa a strong position in theattractive local access market
• Elisa is well positioned in the SME, municipal andSOHO segments
• Elisa can draw on a full line of innovative servicesfrom its Finnish parent company
• Elisa operates with an attractive cost structure
• Elisa combines local responsiveness with nationalscope
• Elisa replicates a proven business model fromFinland to a very similar environment in Germany
Elisa Advantage
Elisa is well positioned to capture this consolidation opportunity and hasalready established itself as the leading consolidator in Germany
6
With support from Elisa it is possible for city carriers to overcome their scaledeficiencies and regional limitations
The Elisa Opportunity Advantages for City Carriers - why Elisa?
Elisa's support:• Broad product and service
portfolio• Coordination of city carrier
activities in different regions• Interconnection of city
carriers via nationalbackbone
• Combined purchasingpower and easier access tocapital markets
City Carrier
− Limited product portfolio
− Limited geographicalcoverage
− Customer base restricted toown area
− Lack of economies of scale
− Lack of financial resources
Elisa City Carrier
+ Full line service and productportfolio
+ Linked to a network withnationwide coverage
+ Can serve his localcustomers outside his ownarea
+ Improved cost position
7
Elisa’s Strategy
8
Elisa's Strategy Two-Tier National-Local Structure
For the operational consolidation, Elisa is creating a two-tier structure inwhich local carriers are backed by a national operator
Elisa can draw on experience from a similar strategy executedsuccessfully in its home market, Finland
Holding/Management Activities
• Control and cash management• Group management• Umbrella brand (Elisa)• Marketing guidelines• Purchasing agreements• Financing
National Operator
• Product/platform development• National network• Customer interface (Elisa Solutions)
Local Carriers
• Local customer interface• Access infrastructure• Local brands• Marketing• Product distribution or resale
OperationalInterface
FinancialControl
9
Elisa’s strategy is to build value through financial consolidation as well asalignment and operational consolidation of its carriers
Financial Consolidation
• Economic value: Saves transactioncosts
➙ Create simpler financialstructures
➙ Create larger units
➙ Increase transparency forshareholders / investors
Carrier Alignment andOperational Integration
• Economic value: Improvesefficiency
➙ Align strategies
➙ Realize operational synergies
➙ Combine resource power
Elisa's Strategy Value through Consolidation
10
Elisa's Strategy National Setup Overview
The national operator provides key central services, such as product andoperations management
• TCL providesnational backbone
• RMN providesregional network inRhein-Main
• Long-term objectiveis to merge RMNand TCL completely
• ElisaNet responsiblefor national networkand switching
• Tropolys responsiblefor billing, customerrelationshipmanagement andcustomer care(CRM/CC),operationsmanagement center(OMC)
• Long-term objectiveis to merge Tropolysand Elisa completely
• Initially, 2 BUs:- IN & Voice- Internet & Data
• BUs provideproducts, marketingand product supportto city carriers andnational saleschannels
• BUs work togetherdirectly with Finlandon operational level
• Finnish counterpartsget an attractivefinancial incentive tosupport the BUs
• Mäkitorppadeveloped into anational salesoperation forresidential, SOHOand SME segments
• ElisaSolutionsprovides services tolarge enterprisecustomers
• ElisaNet providesservices to carriersand opportunisticallyto mass market
• City carriers servecustomers in theirarea
BackboneCapacity
MäkitorppaElisaNet Elisa Business Units(BUs)Tropolys ElisaSolutions / ElisaNet/
City carrierTCL / RMN
OperationsDevelopment &
Management
ProductDevelopment &
ManagementCustomerInterface
Service/SupportActivities
Elisa/Tropolys
• Support activitiescentralised for theGroup as much aspossible- Financing- Procurement- Legal/regulatory- ...
• All national operator activities are managed as one integrated organisation• Some units may be subsidiaries
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Elisa's Strategy Local Setup Activities
The city carriers provide local network infrastructure and the customerinterface
• Provide local /regional MANs
• Includes sellingcapacity on theseMANs to othercarriers
• Responsible forlocal accessinfrastructure
• Objective is tocentralize allproductdevelopment andmanagement atElisa
• Some activitiesremain at carrierlevel short-term
• Provide localcustomerinterface in sales
• Service levelsupport for localproblems
• Productdistribution orresale
• Local brand,always supportedby Elisa umbrellabrand
• Local marketingwithin Elisa'sguidelines
CapacityOperations
Development &Management
ProductDevelopment &
ManagementCustomerInterface
Service/SupportActivities
• Procurement ofequipment usingElisa's framecontracts
• Local staffingactivities
• Localadministration
• By default, carriers act as sales agents• Carriers may act as resellers for specific products or due to local competitive
situation
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Business Units
13
Currently, there are two business units: IN & Voice and Internet & Data
IN & VoiceBU
• Responsible for value-added (IN) and basic voiceproducts
• Also develops the initial fixed-mobile convergenceservices
• Responsible for value-added and basic Internet and dataproducts
• Initially combines connectivity and hosting type ofactivities
• Separate BUs for connectivity and hosting / data center /ASP activities may be established later
Internet & DataBU
MVNO = Mobile Virtual Network Operator
Business Units National Setup Product Development and Management
Mobile BU• Future separate mobile BU to expand role into value-
added services and further to for instance Elisa brandMVNO utilising bulk airtime as it becomes available
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Business units interface directly with counterparts in Finland
• BUs interfacedirectly withcounterpartsin Finland onoperationallevel
• Finnishcounterpartsget anattractivefinancialincentive tosupport theGerman BUs
IN & VoiceBU
Internet & DataBU
City Carriers
Other Carriers
Elisa Solutions
MäkitorppaElisa Finland
BU 1
Elisa FinlandBU 2
Elisa FinlandBU 3
GermanyFinland
Business Units National Setup Product Development and Management
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Market Situation
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Penetration Total Lines% of Population% ISDNCATV Subscribers% of Population
Compared to Finland, telephone usage in Germany is lower and adoption ofnew services, like mobile and internet, is slower
Note: all data 1999, except indicated otherwise1 3Q/20002 Purchasing power parity, US$, 40 hrs usage, OECD3 T-Online half-year report 2000
Fixed Voice
Usage Total MinutesMinutes/Capita/YrMinutes/Line/Mth% International% National% Local
Prices(Euro)
Monthly ARPUMonthly Line FeeNational TariffLocal TariffNational/Local
Germany Finland
48.7 mio57 %22 %
17.9 mio21.7 %
2.9 mio55 %11 %
1.0 mio19.2 %
Total Lines% of Population% Digital
Mobile
Total MinutesMonthly MOU% PrepaidSMSSMS/Line/Month
Monthly ARPUHandset PriceMonthly Line FeePeak TariffOff-Peak Tariff
Germany Finland 1
23.4 mio28 %99 %
3.6 mio70%95 %
Total Users% of Population% Broadband% of HH with PCHosts/Capita ('000)E-CommercePenetration
Internet
Total MinutesTraffic/Capita/Yr.Monthly MOU
Monthly ARPU3
Price/Month2
Germany
19.5 mio24 %<1 %44 %
3414 %
1.98 mio38 %<1 %60%121N.A.
177 bln2,153
3193 %
33 %64 %
16 bln3,076
4632 %
12 %86 %
44.211.10.280.083.5
10.40.190.131.5
38.7 bln137
23 %2.165 bn
7.8
5.3 bln1353%
0.9 bn25
29 blnN.A.328
N.A.N.A.N.A.
83.1180
12-330.15-0.500.08-0.20
40256
3.4-100.07-0.290.07-0.18
7.829.58
N.A.6.95
Source: OECD, Deutsche Telekom Half-Year Report 2000, Int. Telecom Statistic
Market Situation Germany Comparison to Finland
Finland
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Market Situation Germany Market Size and Growth
The German telecom market is growing at an attractive rate, driven bymobile and data/internet growth
• Telecoms services inGermany account forabout 51 bln Euro in2000
• Mobile is the fastestgrowing segment in theGerman telecomservice market
• Growth in fixed voice isslower; most of theadditional revenuesresult from Internet dial-up services while theportion of traditionalvoice telephony wentdown due to large pricecuts
Source: RegTP, MobilComm 1999, IDC, Plica, c-quential
28.8
18
24.1
1998 1999 2000
11.3 12.813.8
9.7 13.5 17.1
23.6 21 20.5
Data/Internet
Mobile
Voice
44.6 47.3 51.4
13% p.a.
-2% p.a.Rev
enue
s in
bln
Eur
o
16% p.a.
-11% p.a.
26% p.a.
8% p.a.
70.9
3% p.a.
11% p.a.
5% p.a.
6.1% p.a.8.7% p.a.
6.6% p.a.
2005
18
Market Situation Germany Fixed Network Voice
The market for fixed voice is characterized by high penetration and a fullrange of services, while prices are dropping and ARPUs are stable
Source: IDC 1999, RegTP, HSBC, c-quentialNote: ARPU = Average Revenue per User; MOU = Minutes of use
0102030405060708090
1996 1997 1998 1999 2000 20010
50
100
150
200
250
300
350
400
price indeces
• call-by-call(open & closed)
• preselection
• direct access viaunbundling
• 0700 personalnumber
• 0800 free-phone
• 0180 sharedcost
• 0900/0190premium rate
• directoryservices
CompetitiveService
AvailabilitySubscribers and Usage
0102030405060708090
1996 1997 1998 1999 2000 20010
20
40
60
80
100
120
140
Penetration 2000 (ISDN)Germany: 57.4% (22.5%)UK: 56.8% (9.6%)France: 59.3% (6.1%)
ARPU in DM 1999Germany: 82.5UK: 72France: 80.6
population / lines /channels
[mio]MOU/sub/month
ARPUper month
[DM]
����
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MOU/line/m 1999Germany: 319UK: n.a.France: n.a.
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ARPU and Pricing
MOU/sub/month
population
lines
ISDN channels
ARPU
local calls (1995=100)
total calls (1995=100)
internationalcalls (1995=100)
long-distancecalls (1995=100)
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Market Situation Germany Mobile Services
The mobile segment is characterized by a strong increase in subscribernumbers, but decreasing ARPU and prices
• Pre-paid
• Contract
• SMS
• WAP
• GPRS
• HSCSD
• City tariffs
CompetitiveService
Availability����
����
����
����
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Subscribers and Usage ARPU and Pricing
0102030405060708090
1996 1997 1998 1999 2000 2001020406080100120140160180200
020406080
100120140160180
1996 1997 1998 1999 2000 20010
10
20
30
40
50
60
70
80
Penetration 1999Germany: 28%UK: 35.3%France: 41.1%
population / subscribers
[mio]MOU/sub/month
ARPUper month
[DM]mobile telephony
price index
Source: Plica 1999, IDC 1999, RegTP, SchroederSalomonSmithBarney, c-quential
MOU/sub/month 1999Germany: 137UK: 116France: 143
ARPU in DM 1999Germany: 83.1UK: 68France: 70.4
Note: ARPU = Average Revenue per User; MOU = Minutes of use
MOU/sub/month
population
subscribers
price index (1995=100)
ARPU
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• Dial-up andpermanentconnectivity
• Flat-fee andper-minute-all-inclusive tariffschemes
• VPN
• Hosting,Housing
• ASP
• ADSL, SDSL
• Security
• Online Banking
Market Situation Germany Internet Services
The internet segment is characterised by a steadily growing penetration,increasing online time and slightly increasing ARPU
CompetitiveService
Availability����
����
����
����
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����
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Subscribers and Usage ARPU and Pricing
0
5
10
15
20
25
30
35
40
1996 1997 1998 1999 2000 20010
50
100
150
200
250
300
350
02468
101214161820
1996 1997 1998 1999 2000 20010
2
4
6
8
10
12
Penetration 2000Germany: 25%UK: 31%France: 14%
ARPU in DM 2000Germany 14.5UK: n.a.France: n.a.
households / subscribers[mio]
MOU/sub/monthARPU
per month[DM]
peak tariff[Pfennig]
Source: IDC 2000, Jupiter 2000, netvalue, HSBC, c-quential
MOU/sub/month 2000Germany: 328UK: 334France: 322
Note: ARPU = Average Access Revenue per User; MOU = Minutes of use MOU excludes access methods other than telephone circuit (e.g. DSL)
Peak tariff
ARPU (T-Online)
households
MOU/sub/month (T-Online)
subscribers
����
21
Market Situation Germany Geographical Spread
Demand in Germany is much more geographically spread compared to mostEuropean countries
City 1 City 2 City 3 City 4 City 5
5%
10%
15%
20%
25%
Perc
enta
ge o
f tot
al p
opul
atio
n in
top
5 ci
ties
Berlin (4.2%)
Hamburg (2.0%)Munich (1.4%)
Cologne (1.1%)
Frankfurt (0.8%)
Germany
Italy
FranceFinlandU.K.
Rome (4.6%)
Milan (2.3%)
Naples (1.7%)Torino (1.6%)
Palermo (1.2%)
Helsinki (10.2%)
Espoo (3.8%)
Tampere (3.7%)
Vantaa (3.3%)
Turku (3.3%)
London (12.9%)
Birmingham (3.9%)
Manchester (3.9%)
Leeds (2.5%)
Newcastle (1.5%)
Paris (16.4%)
Marseille (2.3%)
Lyon (2.3%) Lille (1.7%)Nizza (1.5%)
Source: c-quential analysis based on data from www.citypopulation.de
22
Market Situation German City Carriers Geographical Overview
This is reflected in the large number of about 100 city and regional carrierswhich cover all major cities and about one third of the total population
• Top 100 cities all covered by at leastone city carrier
• About 34% of total population covered
33
1312
10
64 4
3 3 3 32 2
1 1 1
NRW BW BY N H HH MV SH S RP SA BRA TH SAR HB B
Number of City Carriers by State
Source: c-quential
23
Market Situation German City Carriers Top 20 Population Coverage
The largest of these city and regional carriers cover areas with a populationof several million
Source: c-quential
0
5.000.000
10.000.000
15.000.000
20.000.000
25.000.000
Elisa G
roup
Tesion
Versate
len
via.te
lISIS
HTP/HTN
NetColo
gne
Berliko
mmHLk
omm
Hanse
NetM"N
etHEAG
Augus
taKom
Meoco
mTele
Lev
CNEWilh
elm.Tel
NordCom
NEFKomPfal
zKom
MAnet
Popu
latio
n C
over
ed b
y C
lass
4 li
cenc
e
Elisa Partner Carriers
Other Carriers
24
Market Situation German City Carriers Elisa City Carrier Population Coverage
OffenbachFrankfurt/MainMainz
Hanau
Münster
Essen
Wuppertal
Leverkusen
Oberhausen
Bremerhaven
Rostock
Potsdam
Leipzig
Halle
GeraJena
88.710116.610
647.304
184.752
265.748
611.827379.820
162.977
223.884
128.944
221.029
466.988
134.773
276.624
458.930
121.156
100.278
Bremen
Hannover
Saarbrücken
Dresden
548.826
522.574
187.599
276.624
The licence areas of the carriersactually cover a total population ofapprox. 23 Mio. inhabitants
City Carrier City Quote (%)City InhabitantsnordCom Bremerhaven 128.944nordCom Bremen 548.826htp Hannover 522.574JelloCom Jena 100.278enco.tel Gera 121.156pulsaar Saarbrücken 187.599HLkomm Halle 276.624HLkomm Leipzig 458.930DDkom Dresden 466.988HU-KOM Hanau 88.710MAINZ-KOM Mainz 184.7523T Offenbach 116.610MAINOVA Frankfurt/Main 647.304RMN Frankfurt/Main See aboveHansacom Rostock 221.029tnp Potsdam 134.773Citykom Münster Münster 265.748CNE Essen 611.827TeleBel Wuppertal 379.820TeleLev Leverkusen 162.977Meocom Oberhausen 223.884
5.625.469
Source: dds data service 1997
25
Services, Marketing and Sales
26
Services, Marketing and Sales Products Portfolio Overview
Internet& Data
Services
Connec-tivity
(e.g. VPN)
Webservices
(e.g.Hosting)
BasicVoice
(e.g. phoneline)
IN(e.g. 0180businessnumber)
IN &Voice
Services
One-stop shop for telco and ISP
services
Basic Product Strategy
• Offer solutions as bundles for SME and SOHOsegments and municipalities/municipalenterprises
• Offer only value-added products as stand-aloneproducts
• Provide basic services only as components ofbundles (or sometimes for contribution reasons)
• Make margins on value-added services• Examples:
− Voice: Call-by-call as a mobile accesscomponent of a total voice package for SMEcustomers
− Internet: Dial-up access as remote accesscomponent of a VPN bundle
• In the mid-term (starting 2001) Elisa will putmuch emphasis on developing innovativesolutions tailored to the SME and SOHOsegments
Portfolio Overview
Elisa's product strategy is to integrate and offer customer segment -tailoredsolutions as bundles of basic and value-added services produced by Elisaand partners
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BasicVoice
Direct Access
Call-by-Call
Preselection
IN(VAS)
0800, 0180, ...
VPN
0700 personal number
Products
Unified Messaging
Call Center, Hotlines
Fixed-Mobile Integration
Unbundled Access
The IN & Voice business unit bundles basic voice services with state-of-the-art IN products from the Finnish parent company
IN &Voice
BU
Strategic Positioning
• Full-line portfolio of basic services withlimited differentiation
• Attractive pricing, but covering cost oftotal bundle
• High customer satisfaction throughsmooth customer care and billing
• Sell as part of value-added bundles tofill network gaps and generatecontribution margin
• Differentiation through a state-of-the-artand highly innovative portfolio
• Because of increase in efficiency aprice premium can be charged
• Pioneer for fixed-mobile integrationservices
Services, Marketing and Sales Products IN & Voice
28
Products
The Internet & Data business unit offers a full-line portfolio through bundlesof basic access, value-added connectivity and web services
Basicaccess /transport
Internet& Data
BU
Strategic Positioning
• Provide bundles with value-addedand web services
• Offer most services only as part ofbundles
• Differentiation through targeted SMEbundles and applications, fastprovisioning and high service quality
• Infrastructure for internet and e-commerce activities
• Platform operated by Elisa Finland
ADSL
BandwidthInternet Dial-Up
Internet LL
VPNIntra-/Extranet
Security
HousingHosting
ASPE-Commerce-
enabled hosting
SDSL
Valueadded
connec-tivity
Webservices
• Differentiation through fastprovisioning and high service quality
Services, Marketing and Sales Products Internet & Data
29
Local city carrier brands are maintained but are supported by an Elisaumbrella brand; Mäkitorppa is an additional national brand
The brandingstrategy followsthe customersplit
Carriers, Ser-vice Providerand ISPsVery largemultis
Large Corporates
Medium enterprises
Small enterprises
SO
HO + HEC
Mass Market
Elisa(National)
Carriers(Local/Regional)
Region with city carrierRegion withno city carrier
Local city carrier brandsupported by Elisa brand
Local city carrier brandsupported by Elisa brand
Local city carrier brandsupported by Elisa brand
ElisaNet in cooperation with local carrier
Elisa Solutions in cooperation with local carrier
Local city carrier brandssupported by Elisa brand
Elisa Solutions
Services, Marketing and Sales Brand Strategy
30
Network, Technology and Systems
31
Network, Technology and Systems National Network
The national network is beinginterconnected with the local citycarrier networks
National backbone network• 3,500 km of fibre optic cable• Bandwidth of 16 * STM-64
nationwide by year end 2000• Interconnected with 23 carriers• SDH equipment of Siemens• DWDM equipment of Siemens• Peering agreements with
DICIX and Telia
Local access MANs• 2,664 km of fibre optic cables• 4,235 km of copper cables• SDH equipment of Bosch-
Marconi, Siemens, Nortel, ECI• Bandwidth capacity from
64 kbit/s up to STM-64• MANs are located in 25 cities
Elisa operates a low-cost national backbone network as well as local accessMANs in areas covered by its city carriers
Halle
Hannover
Düsseldorf
Berlin
Ludwigshafen
Karlsruhe
KölnChemnitz
Dresden
Nürnberg
Würzburg
Ingolstadt Regensburg
Bremen
München
Braunschweig
GreifswaldStralsundRostock
LeipzigDortmund
RMNEast One
NeubrandenburgWismarHamburg
PotsdamMagdeburg
Saarbrücken
Frankfurt
Stuttgart
Mannheim
WiesbadenMainz
Augsburg
Hansakom
Hanau
DA
EWE-Tel
Jena
MünsterEssen
ErfurtKassel
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Network, Technology and Systems Switching Network
On this network, Elisa provides national network management andswitching/routing for both voice and data for its local carriers
Switch Location
POI Location
Voice• 22 switches
Thereof:13 Nokia switches 8 Siemens switches 1 Alcatel switch
• Systems/Versions:Nokia DX 220Siemens EWSD V12 and V13Alcatel S12
• Around 630 ICAs (incl. citycarriers and ElisaNet)
Data• One hop internet strategy with
1 core router in Frankfurt(equipment: Juniper NetworksM10)
• >70 access routers at citycarriers (equipment: mainlyCISCO C800/C2500/C7200)
• E3 to STM-1 connections fromcity carriers to PoP in Frankfurt
Köln
EssenDüsseldorf
Hannover
Ham-burg
Berlin
Stuttgart
MünchenAugsburg
Nürnberg
Karlsruhe
Dortmund
Leipzig
Bielefeld
Bremen
Mannheim
Frankfurt
Saarbrücken
Potsdam
Jena
Münster
Gera
Bremerhaven
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Competitive Advantage
34
Competitive Advantage Market Shares in Germany
After three years of deregulation new entrants have managed to capture onethird of the market
Total Market Volume: 47,300
30,2046,437
1,892
1,533
946857
5,431
Deutsche Telekom AG(T-Net, T-Mobil, T-Online)Mannesmann AG
(Arcor/o.tel.o, D2 privat)
Mobilcom AG
E-Plus
Deutsche Telekom AG(T-Net, T-Mobil, T-Online)
Talkline
Viag Interkom
Others
64%14%
4%
3%
2%
11%
2%
Market Shares in the German Telecommunication Market 1999(in million Euro)
Source: RegTP, annual reports
35
Elisa
Access Backbone Switches Products Channels
DTAG
Arcor
Mobilcom
Talkline
Viag Interkom
already strong position
medium position, but improvements under way
weak position
Compared with the largest players, Elisa is positioned competitively alongthe value chain
Competitive Advantage Elisa's Position Value Chain Comparison
Source: c-quential
