fast forward vnpt ho chi minh

8/3/2019 Fast Forward VNPT Ho Chi Minh

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All Rights Reserved Alcatel-Lucent 2006, 21095

Fast Forward for VNPTIts all about broadband

Eric Festraets

Director Broadband Marketing and Consulting

April 25th, 2007


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All Rights Reserved Alcatel-Lucent 20072

Outline

Introduction We created the Fast Forward Program for helping our customers optimise Broadband

Strategy and Marketing Strategy The Why and the How of Broadband

Growth Potential Customer Forecast - Business Case Competitive/Regulatory Situation

Marketing The Go-To-Market for Broadband

Product (Service Packages, Usage Limitations, Value-Added Services,)

Price (Willingness-to-pay, Competitive Positioning, Social Classes, ) Promotion (Advertisement Campaigns, Customer Education, Mass Media, )

Place (Sales Channels : Websites, Agents, Call Centers, )

Operations Optimise Service Fulfillment : Customer Provisioning - Intake Self-Installation

Organise Service Assurance : Customer Churn Avoidance Satisfaction - SupportNetwork Economics

From ADSL to all DSL flavours - Deeper Fiberisation (FTTN FTTH) WiMAX

Examples of Projects and Success Stories

Conclusion


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Outline












Conclusion


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Fast Forward for every phase of broadband adoption

BroadbandStartup High Speed Internet Access

BroadbandBoost

Triple

Play

Operational ExcellenceBusiness DSL

Data, Voice and Video

New packages

Business CaseService DefinitionTime

# subscribers

Broadband Deployment

Broadband Consulting program Fast Forward

5 years of practice 50 ETSI operators involved


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Optimize User

Communication

Optimize Broadband

Service Uptake

Optimize Access

Deployment

Optimize OperationalExcellence

Operations

Front-office

Service provisioning

Business case sensitivities

Customer acquisition cost Customer support

Marketing

Local market analysis

Market & Demand forecast

Price sensitivity, segmentation

Service launch

Sales channels

Advertisement campaigns

Service bundling

Network Economics

xDSL flavours

Deeper fiberisation

PON versus P2P

WiMAX as complement

Strategy BusinessCase/Analysis

Regulatory Aspects

Service delivery models

Cannibalization effects Competition

The Domains of Broadband Business


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Fast Forward Strategy and Marketing

Why and howto deploybroadbandservices ?

How do I getmy broadbandservices sold ?

How to streamlineoperations and

processes ?

Economical aspectsof combining

access technologies?(DSL/Fiber/WiMAX)

Strategy Marketing Operations Network Economics

The four domains of broadband consulting

Strategy and Marketing

Evolution of todays Service Providers arena (ILEC-CLEC-Cable-Mobile-)

The Competitive Playground and Weapons for fixed operators

Broadband Start-up Package for Early Adopters (High-Growth Economies)

Evolution of Residential Communication and Entertainment Services

Future Vision

VoIP, IPTV, HDTV, Blended Services, Online and Offline,

Best Practices and Service Packaging

Examples of offerings, residential and business

Business Analysis and Service Definition for Triple Play

The example of Telkom South Africa (Why, how and when IPTV?)

Practical Cases

Algerie


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Fast Forward Operations




processes ?





Operations Operational Excellence for Broadband Boost (HSI)

Analysis of Service Fulfillment procedures

Analysis of Service Assurance procedures

Recommendations on optimisation of operations

Operational Excellence for Triple Play

Analysis of Service Fulfillment/Assurance for Triple Play

Best Practices on Home Networking

Best Practices on Residential Gateways/CPE offerings

Generic Recommendations and Economical Considerations on

Triple Play Operations

Practical Cases


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Fast Forward Network Economics




processes ?





Network Economics The CAPEX Investment Case for Access Technologies

Deploying various DSL flavours (ADSL, ADSL2+, )

Deploying fiber to the node (FTTN, VDSL2)

Deploying fiber to the home (FTTH, GPON)

Comparison study FTTN (VDSL2) versus FTTH (GPON)

Comparison study PON versus PTP and Active Ethernet

The UmbrellaBusiness Case for Triple Play

ARPU for Triple Play Services

CAPEX needed for access network deployment

OPEX related to access network deployment and service availability

Practical Cases


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Define the scope ofthe project

(mandatory !)

Identify the criticaldomains and issues

Define action planfor coming weeks

Get commitmentfrom managementfor that action plan

Agree on projectresponsibles andparticipants fromcustomerorganisation

Recommendations file(powerpoint) describing

Project objectives and

methodology

Key findings andrecommendations

Detailed analysis andrecommendations onthe defined topics

Additional information

useful for further action

Impact area of therecommendations

Ends with final

recommendations

presentation session

ACTIONPLAN

Kickoff Diagnosis

Synthesis

Recommendations

Separate workshops withresponsibles for info gatheringon strategy, marketing,operations, network

economics

Roundup of existing material

Organising additional marketresearch if needed

Questionnaire availability

Benchmark with worldwideexpertise

Interpretation marketmaterial

Conducting gap analysis

Overview of FFWD capabilities What is it ? How can we help you ? Overview best practices References

Discovery of issues in broadband Strategy Marketing

Operations Network Economics

Collection of primary feedback

Concrete discussions on FFWD

Discovery Workshop

Generic Fast Forward Project Flow

The Methodology of Fast Forward projects


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Outline












Conclusion


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Broadband Market DynamicsWorldwide uptake of broadband

By the end of 2006 :

More than 260 Millionbroadband subscribers worldwide

Significant Growth Potential


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Broadband Market DynamicsSubscribers to Date

Today : 800K DSL subscribers in Vietnam representing 0.9% of population (84M)(Having End 2006 14.5M Internet Users (17% of population))

China 34.9M DSL subscribers representing 2.65% of population (1.3B)

Malaysia 732K DSL subscribers representing 2.82% of population (26M)


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Broadband Market DynamicsThe case of India What is influencing broadband uptake?

Factors affecting broadband in India

Unequal income and wealth

Level of competition increasing deployment

Price decline contributes to broadband uptake

PC penetration being major constraint

Cost of CPE being key

BSNL :

Broadband Access package combining

Cheap PC (370 USD)

DSL link at 256 K (11 USD)

400 M download limit


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1 Public initiatives and policyTELECOM POLICY MAKERS

3 User awareness and expertisePUBLIC EDUCATION

2 Adequate and relevant contentCONTENT PROVIDERS

4 Services affordability/accessibilityNETWORK SERVICE PROVIDERS

Broadband StrategyWhat are the hurdles for broadband in high-growth economies?


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Broadband Strategy

High-Growth Economies : Enabling social and economic development

Internet as prime communication tooloffering useful end-user servicesregarding local daily concerns

Internet as a public utility

e-education e-health e-government

Internet offered via community accessno more barriers for illiterate people

no barriers of affordability

Broadband enables the uptake of applications


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Broadband Market DynamicsGovernment Initiative

Report of Point-Topic on Governments involvement in Vietnam

In Sept 2005, Vietnams Information Development Strategy to 2010 was announced.

It emphasizes ICT as a significant factor in the country's social-economic development.

The governments vision is that by 2010:

Vietnams ICT industries will achieve an annual growth rate of 20-25% and revenue of US$ 6-7 billion. Teledensity will reach reach 32-42 units/ 100 inhabitants. Internet subscribers will reach as high as 8-12% of the total population with 30% being bb subscribers. Internet user will then total 25-35% of the country's population. Alternative telecom providers will achieve a 40-50% market share, leaving VNPT to the remainder.

As part of this new initiative, VND 5,200 billion (US$ 325 million) will be invested inimproving public telecom services. The Vietnamese government hopes that this willaccelerate the take-up of telecom and internet services, especially, in mountainous,remote and rural areas.

Where are we today?


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Broadband Strategy : High-Growth Economies

The power of broadband for telemedicine

Committed high data rate for

Distant real time consulting Video-conferencing (quality of the image)

Audio-conferencing (quality of the sound)

Remote diagnosis (good interpretation of real time patient data)

Exchange of medical data (radiology, photographs, files) Remote online education and distance training

Secured and reliable always-on connection for

Confidential patient information

Undisturbed and adequate interpretation of data

Backup and storage of patients data


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Broadband Strategy : TestimonyExample of e-Health (Bell Canada Rural areas)

will I have to go to the hospital again ?


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e-education/telemedicine/e-governmentIndia e-seva project

The Government of Andhra Pradesh has a clear vision to create a knowledge

society by using Information Technology in all aspects of development andgovernance. Pioneering efforts are being made to reach the benefits of IT to thecitizens - urban and rural, rich and poor, literate and illiterate. The Government isconscious of the dangers of the 'digital divide', and is making special provisions forreaching the 'information have-nots'.


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Marketing : ProductMulti-Services Will Drive Broadband Adoption

DSL Dial-upconversion Non-internetPC conversion Non PCconversion

2

Flexible pricing &Bandwidth management

3New services

over PC

4

Beyond PCTV setsAll Devices

Broadband

Penetration(% households)

30-60% have a PC

20-40%are on the web

5-15% have alreadybroadband

100%

~100% have a TV set

50%

25%

75%

15-30% have broadbandpotential

1Aggressivemarketing

300%? w/mobile users

HSIBusiness Access

GamingPC Video & Music

HSI Broadcast TV, HDTVVoD, Voice, Visio P2P

IncreasedARPU

KeyServices


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Marketing : ProductFlexible Pricing and Bandwidth Management

Assure the basic requirements & expectationsbut

go beyond access only :

offer ICE services

Time

VolumeBandwidth

Content

Flexible Pricing and

Bandwidth Management

Offerings with various speeds (volume/time caps)

Decrease churn by offering value added services Bundles with WiFi Security (anti-virus/parental control/) Portals with content


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Marketing : Product and PriceAggressive entry level offer

2004: Flexisurf : Prepaid Pay per day DSL

4Mbps for 2,5 S$ per day (40S$ installationfee, 99S$ modem)

Min 3 days consecutive days

2006: Free 1 year DSL Free on-net traffic and access to partner

websites at 4Mbps

Services: IM, mail, gaming, music, education,eGov (dedicated sites)

Surf beyond the "free access" sites by paying forFlexiSurf access (credit card or StarHub's pre-paid

FlexiCard) FlexiSurf is available at a daily rate of only S$2.50

per day, at a minimum of three and a maximum ofper transaction.

A regular plan with unrestricted 4 Mbps service will costS$59 per month; 30 MBps service is S$122

2002: 20h time limited DSL offer

2004: Free DSL: 256 kbps at 0 per month

2 per hour (~ double dial up), pre- or postpaid),CPE at 100 (incl 25h)

Results:

6 months after intro 81% of new subs took this package

Average usage : 17hr per month

Easy upsell to non-free packages

Countering Singtels entry-leveloffer Jetpack (Volume limit)

Countering Fastweb, Tiscali & Wind Offers

k i d
http://www.starhub.com/


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Broadband saturation due to PC penetration being the limiting factor ? What to do ?

Active push of residential PC penetration Operator can revamp the PC + DSL bundle offer initiative (cfr Telmex, Jordan Telecom, Versatel, )

Operator can also lobby at e.g. government to set-up PPP (Public-Private Partnerships)

Offer non-PC services over DSL Dedicated STB for internet on TV allow limited on line activities (cfr Microsoft MSN TV at http://www.webtv.com)

Actively target the gaming console community (cfr BT Yahoo gaming with Xbox life and PS2 online). This will rather work as valueadded service (and can drive ARPU) than as subscriber magnet: hardcore gamers are early adopters and presumably have DSL anyway

Initiate IPTV deployment

Dutch PC & internet penetration

Residential PC vs BB penetration

0

5

10

15

20

25

2001 2002 2003 2004 2005 2006 2007

PC penetration (%)

BB penetration (%)

BB potential (70% of PC HH)

Marketing : ProductPC penetration can be limiting factor

Marketing : Product


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Marketing : Product

Example of the Philippines - PLDT

1 Euro = 64 PHPesos

1 Euro = 21K Dong

1 PHPeso = 328 Dong

Marketing : Product


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Marketing : Product

Example of frontrunner :Belgacom ADSL product in 2004

Residential market

Professional market

30 40 55 99 150 199 395

ADSL LightADSL

Skynet Go

ADSLSkynet

Plus

ADSL Pro

CompactADSL Pro

ADSL

Office

ADSL Offic

guaranteed

# PCs 1 1 4 4 10 unlimited unlimited

Max download speed 512 k 3,3M 4M 4,6M 4,6M 4,6M 4,6M

Guaranteed - - - - - - 256k

Max upload speed 128k 192k 256k 256k 256k 384k 640k

Guaranteed - - - - - - 64kMonthly Volume 400 MB 10 GB 30 GB unlimited unlimited unlimited unlimited

IP address dynamic fixed

Security -

optional

Skynet

Security

Pack

1 Skynet

Security

Pack

included

Firewall

CPE modem router

Webspace - 50 MB 20 MB Unix hosting

Marketing : Product


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Marketing : Product

Example of frontrunner :Belgacom ADSL product today

Low-priced

naked DSL

M k ti P d t


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Broadcast TV

VODInteractive TV

Unicast

Broadcast Personalization

BUY

PersonalizedAdvertising

Communications TV

Personal ChannelsMaps on TV

Ann ishere

Mobile TV

Blended Weband TV

Blended IntelligentHome and TV

Increased bandwidth

More interactivity

More personalization

Marketing : ProductThe move to IPTV : Personalized Multi-Media applications

DIFFERENTIATED OFFERINGS

M k ti P d t


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Marketing : ProductIPTV : Shift in TV experience

M k ti g P d t


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Marketing : ProductIPTV and business rationales worldwide

Marketing : Product


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Marketing : ProductBundles (HSI, Voice, IPTV, Mobile) critical to keep churn under control

1 to 2 services

Starhub: Mobile + cable TV churn rate is 18% lower than for mobile-only households AT&T 2005 results: bundling broadband to voice reduces churn with 40%

BellSouth: when local or long-distance sub adds just one additional serviceDSL,wireless, or dialupchurn declines ~45 percent

2 to 3 services

48% of UK dual play customers would switch for a 25% discount. This falls to 27% fortriple play users (Citigroup)

AT&T 2005 results: bundling both broadband andmobile with voice reduces churn 60%

3 to 4 services 39.7% of Canadian consumers with phone/mobile/internet bundled are likely to switch

at a 15% discount. With TV in the bundle, switchers drop to 19.6% (Yankee)

Marketing : Product


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Marketing : ProductKey factors for Broadband for SoHo/SME

Data access becomes independent from device (and transport)

Diversification of offerings along size & verticals

Focus moves from network & technology towards applications

Security is growing in importance

Increased demand for managed services

Customer needs,behaviors

Marketstructure,

competitivedynamics

Evolution ofservice offerings

New communication services are IP based

Ongoing LL DSL migration

IT & System integrators (IBM, Accenture, ..) moving down the

value chain

VoIP players target SME & enterprise too

Marketing : Promotion


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Marketing : PromotionThe broadband advertisement cycle (according to a non-advertiser)

CHASM

Early adopters Mass Market

LaggardsMajority

1

2

3

4

5

6

7

8

9

1: DSL finally available2: DSL: the smooth way

to surf the internet, kbps3: low action

4: Announce entry level packages5: Campaign: DSL as the ideal online product(cheaper than dial up, including easy VAS)6: low action

7: Announce e.g. PC + DSL8: Campaign: DSL for everybody:

(dial up is almost useless, ADSLis default product)9: low actionP

roductCa

mpaigns

Image

Campaigns A B C

A: Bandwidth & SpeedB: Applications, benefits, atmosphereC: Older people, lower classes, advertise internet rather than DSL

M k ti P ti


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Marketing : PromotionCommunication : Examples of promotion clips

You are no longer used to wait

The value proposition of broadband

Marketing : Place


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Marketing : PlaceSales Channels

1.Telco Website

2.Telco shops

Also mobile shops?

3.Licensed Dealers

Supermarkets, PC vendors, Self-install box remains key for visibility (& operational

bandwidth!)

4.Call Centres

In- and outbound5.Direct Marketing

Door to door, demos in at public places,


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Outline









Organise Service Assurance : Customer Churn Avoidance Satisfaction - Support

Network Economics From ADSL to all DSL flavours - Deeper Fiberisation (FTTN FTTH) WiMAX


Conclusion

Operationel Excellence


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- 45%

NO SERVICE REACH

(BW/DISTANCE)

- 15%

SALES INEFFICIENCY

- 28 %

OPERATIONAL ISSUES

Only 12 customers out of 100 prospects ?

Front officeordering

Networkprovisioning

CPE (self-)installation

Customersupport

Service Fulfillment Service Assurance

Operationel ExcellenceThe commercial and operational learning curve

Operationel Excellence


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Successful Self Installation (%)

Customer Support Calls

during installation (per user/first month)after installation (per user/month)

Activation time (working days)

Order success rate (%)Installation order cancellations (%)Yearly churn (%)Customer dissatisfaction with deliveryCustomer dissatisfaction with services

70

2.00.4

5.0

9510.08.0

15.010.0

MeanAverage

90% (SBC)

0.50.05 (BGC)

2.0 (FT)

100 (BGC)2.0 (BGC)5.0 (BGC)10.0 (KPN)

5.0

Bestin class

BGC: Belgacom

FT: France Telecom

KPN: Netherland

SBC: United States

To compete, service providers must at least

perform at the mean averagebut to win, they should be best in class!

Operationel ExcellenceTarget objective benchmarks


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Outline












Conclusion


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Broadband Network Economics

CentralOffice

FTTN FTTU

Areas with copper

GPONADSL2+Served from Central Officeand Multi Dwelling Units

(fiber-to-the-building)

Greenfield areas

Today: Urban areas(early adopters)

ExtensionsUrban/Suburban

(mass-market)

ADSL2+/VDSL2Extend Central Office footprint

with cost-effective FTTNextendable with remote sealed units

WiMAX(802.16e-2005)

ExtensionsRural/RemoteCommunities(mass-market)

Greenfield areas

Optimize Access Network forEvery Deployment Strategy

Broadband Network Economics :


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Broadband Network Economics :Full Reach Investment Case

1. CAPEX model

Equipment + installation (as % of equipment cost default: 10%) Site development

Optical Fiber + installation

CPE

2. Comparison of different technologies & topologies

xDSL

From CO or FTTN

GPON

Possibly from Super CO

PtP/Active Ethernet

WiMAX

3. Two configurations, four services Initial take-rate

Final take-rate

Fiber to the Most Economical Point



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CAPEX comparison for FTTx Outside Plant costs for FTTU overlay

Note: CAPEX including CPE at 33% FTTx uptake

FTTU incurrent ducts

0

5

10

Fibre, trenching

Cabinet install

Access HW

CO FTTN FTTUnew

CAPEX

(Index)

FTTUAerial

15

Ref = 1

Drop:

the highest constraints

33%

Distribution fiber (includinginstalling ducts) 63%

splitters+cross-connect

4%

Feeder1%

Divided by 2 ifavailable ducts

Cost-effective coverage with a mix of technologies

FTTU where ducts costs are syndicated or greenfield

FiberDucts

Broadband Network Economics :Fiber to the Most Economical Point

B db d N t k E i


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Broadband Network EconomicsTwo Ways Forward for Mass Market Broadband Access

Pros: Copper re-use, TTM

Cons: Many nodes, Future Safe?

Copper-Centric

DSLAM(ADSL)

FTTH /

FTTB

>100 Mbps

25 Mbps

3-5 Mbps

100%

85%

2005 2010 2015

RehabGreenfield

Coverage

VDSL2

50 MbpsADSL2+

Fiber-Centric

Pros: Consolidation, Future Safe

Cons:TTM, cabling in buildings

DSLAM(ADSL)

FTTH /

FTTB

>100 Mbps

25 Mbps3-5 Mbps

100%

85%

2005 2010 2015

Rehab

Greenfield

ADSL2+

Coverage



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Broadband Network Economics :Full Reach Investment Case Example

Final Configuration (40% take rate):

EUR per subscriber

0

200

400

600

800

1000

1200

CPE 25 41 41 150 150 103 103 225

Fiber 0 28 161 590 177 656 243 631

Site development 0 51 51 99 99 94 94 155

Equipment 50 104 104 83 83 149 149 102

ADSL/CO

3 services

ADSL/CO

VDSL/DSA

Ducts

ADSL/CO

VDSL/DSA

No ducts

ADSL/CO

GPON/Super CO

No ducts

ADSL/CO

GPON/Super CO

Ducts

ADSL/CO

PtP/CO

No ducts

ADSL/CO

PtP/CO

Ducts

GPON/Super CO

No ducts



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1

10

30

50

1 5 30 50 100 1000

Wifi

or

Wifi

or

70

80

30

WIPor

WiFi

+

Satellite

WIPor

WiFi

+

Satellite70

Herzien

ELLITEE2E 2way Satellite

Average

Microvillage

Large

Village

1 5 30

UrbanUrban

DSL

Urban

Ref.Price

X1= 12

x2

50 100 1000

x4

x2.5

DSL/WiMAX

+

Satellite

Backhauling distance (km)

# connected usersFirst technology listed is the access technology, while the second one is the backhauling technology

Reference price is the cost to deploy DSL in urban areas (min 200 users/DSLAM) for a competitive operator (LLU in line sharing mode)

15

E2E WiMAX

or

DSL + WiMAX

x4DSL +

Wave x4

x1,5 x2

x3x2,5...

DSL + Fiber (with light civil works)

End to End Cost + WiMAX

Rural Market

Broadband Network Economics


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Cost comparison WiMAX versus DSL - Summary Facts

If copper is available, WiMAX solution cost is high compared to xDSL for most ofthe configurations

Presumably prohibitive for commercial deployment, unless in very lowdensity areas where basic HSI is sufficient

CPE prices currently significant burden, but will drop drastically withstandardisation & volumes (same pattern expected as for DSL CPEs)

Base stations prices also expected to drop dramatically (15% on a yearlybasis)

Comparison model is available can be customised to Vietnam in interactivesession


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Outline












Conclusion

1 Example of North African Operator


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p p

Start-up of Broadband (the marketing project)

Result : successful commercial launch of broadband

Package definition Number of packages, speed (up/down), volume cap, CPE, number of users

Market forecast

Target market size

Number of subscribers after 1 mth, 3 mths, 6 mths, 1 year, 2 years

Bringing service to market

Sales channels/partnerships

Passive/active sales strategy

Additional revenues When to start?

Internet security(anti-virus, anti-spam, parental control, personal firewall, etc.)

Games

Music

1 Example of North African Operator


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p p

Start-up of Broadband (some technical implications)

Service availability tool

Based on telephone number Which services (speed)?

Where available (internal, sales channels, web)?

Package features/characteristics

Contention ratios

Dynamic/fixed IP address Provisioning process

Transmission capacity/traffic engineering

Bandwidth distribution over (type of) subscribers

Congestion forecast system

Volume cap implementation

Protection of network and servers

Anti-virus/anti-spam

2 - Example of Mexico


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p

Accelerate the growth fase

Result : accelerating the growth fase

In 2006 : advice on continuing/upgrading broadband

Add >200 000 new subscribers every 6 months

Todays packages are OK (logical evolution: speed increase)

Add new services (music, games, children content, etc.)

More Revenues

Customer binding

Churn reduction/avoidance

How to accelerate?

E2006: 2M subscribers vs. 1.5-1.6M normal evolution

Introduce low entry packages

Lower speed, limited volume(Time based)

Rationale: upgrade these customers to standard packages

Beware for existing users downgrading

Recommendations were formulated after series of workshops

3 - Example of China


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p

How to improve revenue scheme in high speed internet?

Result : increasing revenue and customer base

Operator identified KPIs to be reached : Achieve total number of 3.5M subscribers (originally 2.7M)

Reduce the churn rate from 20% to 3%

Maintain/raise the existing ARPU level

Overall DSL customer satisfaction > 85%

All actions categorized into main areas:

IncreaseARPU

ReduceChurn

BoostSales

3- Example of China


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Diagnosis

Qualitative: Interviews with more than 5 people in 5 cities Helicopter interview with people who see big picture

Working level interviews with people in direct contact withcustomers

Quantitative: Assemble metrics for benchmarking

Help desk & customer support, provisioning, sales channels, churn,DSL sales & application sales

Portal market survey

Analysis

Pinpoint problem areas based on qualitative + quantitative results

Benchmark with international figures

Recommendations

pMethodology

3 Example of China


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Key Recommendations and ImpactIncrease ARPU Reduce churn Boost sales

Need to realign DSL business towards mass market approach

nReduce number of packages to five

n Introduce pay per use or volume limited package

nRealign package based on market segmentation

n Initiate lifestyle campaign, media coverage

nMore co-operation with PC vendors and manufacturers

Organizational issues

nSet up virtual cross-city teams lead by region

nAlign advertising across region

Churn related

nSet up customer satisfaction task forces

nBe proactive about customer retention

nSimplify VBC and expand to all cities

Major impact

Medium impact

No impact

4 - Example of Middle East :


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Result : savings on operational cost

Objectives

Increase customer satisfaction (80% to 90%)

Decrease activation time from 2 weeks to 5 days

Decrease customer churn after contractual period (20% annual basis)

Decrease operational costs

Methodology Process review

International best practices benchmark

Results

Revised back office installation process Revised sales incentive plan

Revised support strategy for increased customer satisfaction

Operational cost savings 92.5 million Euro (on yearly basis)

pOperational Excellence Project


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Outline












Conclusion

Typical project timeline


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for Go-To-Market for Mass Market High Speed Internet packages

ACTIONPLAN

Kickoff Diagnosis

Synthesis

Recommendations

Kickoff Action plan Final report

Define the scope of theproject (mandatory !)

Identify the critical

domains and issues

Define action plan forthe weeks after

Get commitment frommanagement for thataction plan

Agree on projectresponsibles andparticipants fromcustomer organisation

Separate/iterative workshopswith responsibles for infogathering/exchanging onstrategy and marketing

Roundup of existing material

Organising additional marketresearch if needed

Competition and Regulation

Benchmark with costing

Interpretation market material

Conductinggap analysis

Deliverable :Recommendations file(powerpoint) describingGo-to-Market for ADSL

Product Definition

Price Setting andsensitivity

Promotion Strategy

Place : sales channels

Deliverable presented inFinal recommendation

session for

management

Typical project timeline for


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Operational excellence for Mass Market High Speed Internet packages

Process review

KPI setting

Identify key people to interview Internally 3rd party organizations

Internal customer experiences

External customer experiences

Front office processes

Back office processes

Pre-installationactivities

SystemsProcesses

Deliverable :Recommendations file

describing OperationalExcellence :

Stepwise execution plan Impacted processes/

systems/KPIs Timeline Roadblocks & pitfalls

Deliverable presented inFinal recommendation

session formanagement

ACTIONPLAN

Kickoff Fulfillment

Assurance

Recommendations


Typical project timeline for


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Triple Play Offerings (Business Analysis and Service Definition for IPTV)

Competitive landscape? Regulatory Situation? Content Acquisition? Market Demand?

Definition of TV Service

Bundling Opportunities

Service Roadmap

Promotion Plan

Business Dvlpmt Opport

Deliverable : Recommendations filedescribing IPTV Business Analysis

presented in Session for Management

Business Analysis

Service Definition

Recommendations


ACTIONPLAN

Kickoff

Define the scope of theproject (mandatory !)

Identify the critical

domains and issues

Define action plan forthe weeks after

Get commitment frommanagement for thataction plan

Agree on projectresponsibles andparticipants fromcustomer organisation

Recommendations

Deliverable :Recommendations file

describing

IPTV Service Definition

presented in Session forManagement


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Conclusion

Fast Forward has >4 years of experience in broadband

Fast Forward optimises broadband in the

Strategy and Marketing domain

Operations domain

Network Economics domain

We want to help you by building the broadband futuretogether


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Thank you

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