how wargaming refined go-to-market plans amid european telecom upheaval

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How War Gaming Refined Go To Market Plans Amid

European Telecoms Upheaval

A Complimentary Webinar from Aurora WDC

12:00 Noon Eastern /// Wednesday 29 June 2016

~ featuring ~

Andrew Beurschgens Michel Bernaiche


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Andrew Beurschgens is the Head of Market Intelligence at the UK mobile network operator, EE, that was acquired by BT in February 2016. His primary responsibilities include providing a hub for and narrative around the value of EE’s markets today and tomorrow, anticipate change in the market as well as being the conduit to link the insights across the insight community at EE to address the new BT line of business questions.

In cooperation with other volunteers from both the practitioner and supply side of the competitive intelligence discipline, Andrew is acting Chair of the SCIP UK Chapter. Many of the UK chapter events’ take outs can be found in SCIP’s membership magazine for many more to benefit. He is both a Catalyst Award winner as well as modest character behind many of the SCIP European Conferences since 2005, as Committee Chair, Committee Member, Speaker, Workshop Facilitator or more recently Compere.

Email: [email protected]

Andrew Beurschgens

The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.

Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora WDC at http://AuroraWDC.com.


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Overview

► What is a war game?► What does best in class look like?► Context of European telecoms upheaval► Adapted approach to redefine GTM Plans► Was it worth it?


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What is a war game?

Is competitor role play a better term? Culture decides

► ‘Is a role playing simulation of a competitive market place’

► Used either for general management training, team building or as a tool to explore and test competitive strategies to discover any weaknesses in a plan and to identify possible consequences of adopting such a plan

► Teams of players take roles and simulate the dynamics of a market place over a period of time

► The actions of each team will have an impact on both the effectiveness of current strategies of other teams and future directions for the game

► The idea is for participants to gain a perspective of the marketplace from outside their own firm

► ‘Not a War and Not a Game’ Ben Gilad► ‘A structured forum to assess competitors likely moves’

► Benefits- Gain a better and shared understanding of the competitor arena- Sensitise delegates to competitor moves- Identify ‘blindspots’- Provides the start point for monitoring competitors intent and capability and improving assumptions- Team building- Better counter-intelligence capabilities


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What does best in class look like?

8 ingredients to a successful role play in 3 areas

Right timing1

2

3

4

5

Receptivestakeholder group

Objective

Briefing book

Logistics

The event itself6

7

8

The follow up

The feedback

INPUT ACTIVITY OUTPUT


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Context to European Telecoms Upheaval

Another attempt to change the game in the UK mobile market

UK still in the EU! 1st the creation ofeverything everywhere

2nd launch of 4G pre spectrum auction A number of moving parts


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Adapted Approach to Impact GTM Plans | Input

Timing, Receptive Stakeholder Group & Clear Objective


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Set Out the Three Stages in a Proposal

Objective

The role play’s objective is to action the outcomes to ensure ‘we stay one step ahead’ post Break Cover

We proposed teams …timetable …rules for the game …steps for the day & deliverables


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Briefing books’ brilliance can set you up for success, sets the tone


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► Summary Position with 4 Corners’ Analysis► What Are We About?► A Little About Me

- Mgt Structure- Reactions to 1800 Award

► Recent Announcements► What Are We About?

- Comparative Base Make Up- Financial Performance- Sales Momentum

► Customer Base Make Up- Segmentation

► Network- Performance

► Entertainment► Tariffing► Handset Mix► Channel Mix► Above the Line (ATL) Spend


Their tone & quality set up the workshop from the outset


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Adapted Approach to Impact GTM Plans | Activity

Issues to consider included duration, outsource, off site


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We broke every rule; 3 ½ hours, facilitated in house and on site


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Play by the rules to deliver actionable outcomes within the time

Get into character for the time together, adopt the mindsetTalk 1st person ‘We should do this’‘Method acting’

Participate actively

Be creative

Be honest and plausible

Be competitive

Be respectful

Be prompt


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Adapted Approach to Impact GTM Plans | Output

Play by the rules to deliver actionable outcomes within the time


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Timely follow up with the stakeholder group

Deductive style to outline the output from the workshop to land what’s next


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Asked at the event wrap up & following stakeholder presentation back


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Adapted Approach to Impact GTM Plans | Was it Worth It? | What’s Next?

This set of ingredients created a high risk/high reward return at EE to keep the business honest

Input Activity Output


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Thank you! Now how about a little Q&A?

Email: [email protected]

Twitter: @scipuk and @abeurschgens

The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.

Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora WDC at http://AuroraWDC.com. See you next time!

how wargaming refined go-to-market plans amid european telecom upheaval

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