Ecommerce / E-caresolutions for telcoBY GABOR DEHELAN

Summary

Digital’s role in acquisition strategy: ·    How to use digital platforms (website, app, social media etc.) to acquire new customers?

   Payment steering: describe how to steer the payment of bills between

channels (postal, in store, bank transfer, etc.) to an ideal mix, and what specific initiatives you would implement to achieve the desired channel mix

FMC (Fixed and mobile conversion) push: What role could digital play in supporting Telekom’s FMC target aspirations? How to target mobile only or fixed line only users to upgrade for integrated services?

Digital’s role in acquisition strategy

Conversion boost, personalized sales, lead generation Omni-channel & Mobile isn’t an option; it’s a necessity. Internal attribution model assigns proper credit and resources to the

marketing channels on the basis of performance. Establishing a multitouch approach to attribution ensures that no channel is taking credit for too much of a sale and that proper weight is assigned to each touchpoint on the basis of how it impacted a final sale.

Personalization pays dividends.

Consumers’ desires for video, personalization, mobile, and real-time engagement are nothing new, nor is the importance of attribution modeling. However, while these approaches may be standard, the directions they’re taking are anything but.

Source:

Payment steering

Decision should be taken upon two corner stone: Customer satisfaction & optimal cost for the company.

Unless telecom provider decide to turn into a financial provider too, the market has several good UX quality/price solution.

Based on big data analyses of existing and future desired customer group necessary mix can be easily configured.

FMC (Fixed and mobile conversion) push

What role could digital play in supporting Telekom’s FMC target aspirations?

How to target mobile only or fixed line only users to upgrade for integrated services?

FMC

Stra

tegi

c da

shbo

ard

Source: Oliver Hyman

FMC

Stra

tegi

c da

shbo

ard

Source: Oliver Hyman

To succeed, it is essential for operators to secure their mobile-only customer bases and ensure sufficient overlap of their mobile and fixed broadband capabilities.

• Assess the situation. What incentives do the industry players have to trigger convergence in the market?•Assess your own position in the context of convergence. What are the opportunities? What is at risk?• Decide whether to attack or defend.• Decide on your specific course of action. Will your convergence be based on: − bundling and pricing; − cost; − product innovation; or − customer experience?• Decide the level of aggressiveness of the convergent approach.• Design a plan to manage internal migrations within the customer base.• Plan your operations.

Source: Oliver Hyman