cmd2011 - anders olsson - commercial group
TRANSCRIPT
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Capital Markets Day 2011
Commercial GroupAnders Olsson
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Sep 20112 Capital Markets Day 2011
Increased demand of ICT, centrex and
cloud solutions for SME
Explosion of connected devices and
separation of access and services
Increasing demand for data
Less underlying growth…
Trends Affecting our Commercial Strategy and Product Roadmap
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Sep 20113 Capital Markets Day 2011
Increasing demand for dataCapitalize on growth in data
Implications on our Commercial Strategy and Product Roadmap
Increased demand of ICT, centrex and
cloud solutions for SME
Explosion of connected devices and
separation of access and services
Less underlying growth…
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Serve our customers’ demand for data with cost-efficient, high-speed, reliable networks
Provide customers with a selective portfolio of smartphones and connected devices
Give customers control and drive a higher return on investment by improving pricing
Grow Mobile Data
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Sep 20115 Capital Markets Day 2011
Increased demand of ICT, centrex and
cloud solutions for SME
Explosion of connected devices and
separation of access and services
Less underlying growth…
Trends Affecting our Commercial Strategy and Product Roadmap
Increasing demand for data
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Explosion of connected devices and
separation of access and servicesOffer the most valuable access products
and selectively explore new business models
Implications on our Commercial Strategy and Product Roadmap
Increased demand of ICT, centrex and
cloud solutions for SME
Less underlying growth…
Increasing demand for data
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Proven new products
New business models
Selectively Explore New Business Models
Deliver proven new products
Core communication solutions
Deliver affordable, easy to use core communication solutions
Be selective in exploring new business models
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Sep 20118 Capital Markets Day 2011
Increased demand of ICT, centrex and
cloud solutions for SME
Explosion of connected devices and
separation of access and services
Less underlying growth…
Trends Affecting our Commercial Strategy and Product Roadmap
Increasing demand for data
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Increased demand of ICT, centrex and
cloud solutions for SME Increased focus on SME
Implications on our Commercial Strategy and Product Roadmap
Explosion of connected devices and
separation of access and services
Less underlying growth…
Increasing demand for data
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Implement growth measures to drive the SME segment
• Selected add-on services across our markets
Explore “One-stop-shop” concept
• Delivering outsourced communication solutions
• Delivering selected cloud solutions through partnerships
Increase Business Market Share
Tele28%
Mobile B2B Market Share 2010
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Sep 201111 Capital Markets Day 2011
Increased demand of ICT, centrex and
cloud solutions for SME
Explosion of connected devices and
separation of access and services
Less underlying growth…
Trends Affecting our Commercial Strategy and Product Roadmap
Increasing demand for data
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Less underlying growth…From volume focus to value focus
Implications on our Commercial Strategy and Product Roadmap
Increased demand of ICT, centrex and
cloud solutions for SME
Explosion of connected devices and
separation of access and services
Increasing demand for data
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• Historically single minded proposition of “price leader”
• Markets are maturing and Tele2’s commercial strategy is shifting from volume to value
• Evolution from the purely price driven consumers and move to a proposition based on value
Evolution from Discounter to Best Deal
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Sep 201114 Capital Markets Day 2011
Tele2 Sales Channels
Indirect Sales Channels is the main channel for acquiring customers
We focus our sales channel mix on the channels were we have the highest customer lifetime value
Focus channels are Web and the Tele2 Branded Shops
Indirect
chan
nels
Tele2
Branded
Shops
Direct
Sales
Force
Telem
arketi
ng
Other Intak
eW
eb0%
10%
20%
30%
40%
50%
60%
Sales Channel Distribution
Indirect
chan
nels
Tele2
Branded
Shops
Direct
Sales
Force
Telem
arketi
ng
Other Intak
eW
eb0%
10%
20%
30%
40%
50%
60%
Sales Channel Distribution
Indirect
chan
nels
Tele2
Branded
Shops
Direct
Sales
Force
Telem
arketi
ng
Other Intak
eW
eb0%
10%
20%
30%
40%
50%
60%
Sales Channel Distribution
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Sep 201115 Capital Markets Day 2011
Tele2 Branded Shops Deliver Valuable Customers
Western Shop Concept Eastern Shop Concept
KazakhstanOwn: 83rd party: 3
High customer lifetime value from Tele2 branded shops
We operate the Tele2 branded shops either ourselves or together with third parties
Continued rollout of the successful Tele2 branded shop concept
LatviaOwn: 373rd party: 15
RussiaOwn: 03rd party: 450
SwedenOwn: 203rd party: 0
EstoniaOwn: 233rd party: 10
LithuaniaOwn: 03rd party: 109
CroatiaOwn: 03rd party: 36
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Sep 201116 Capital Markets Day 2011
From Volume to Customer Value Focus
Change from volume targets to value targets
• Instead of churn rate we will focus on lost revenues
• Within sales we will focus on customer lifetime value
Efficient and targeted offerings• Leverage on our customer insight
activities• Segmented offers with the right value
deal to the right customer
Changes in customer related processes
• Insert a constant value focus• Integrate customer feedback
By decreasing the churn value (as a percentage of revenue) SEK 3 bn will be
saved in 4 years, compared to 2010 years churn value levels.
2010 2011 2012 2013 20140%
5%
10%
15%
20%
25%
30%
35%
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
31% 29% 29% 27% 25%
Revenue Savings by Churn Reduction (Mob. Residential)
Customer Saved Revenue, thousand SEKChurn value
SEK Thousand
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Sep 201117 Capital Markets Day 2011
• Launch new access products and improve capabilities to sell and charge data
• Offer the most valuable access products and selectively explore new business models
• Increased focus on SME
• From volume to value focus
Conclusion