vodafone&intesasanpaolo mpos solution
TRANSCRIPT
24th June 2014
Marco Gioieni
Head of SoHo Marketing - Vodafone Italy
mPOS & MNO:
A new actor into the payments
acquiring value chain
About Vodafone
• Vodafone is one of the world’s largest
mobile communications companies
providing a wide range of communications
• Vodafone has equity interests in around
30 countries and more than 50 partner networks worldwide
• it is present in Europe and Africa, Middle East and Asia Pacific
• Vodafone Global Enterprise division provides telecommunications and IT
services to corporate clients in over 65 countries.
Vodafone in Europe
24th June 2014
24th June 2014
Market context: trust is increasing but industry still suffering
3
Market by companies Mobile Market share by companies (1-5 lin)
• Less companies effected by crisis • A growing level of investments
• An expected increase of the demand
• A boost of household consumption
Enterprise Sentiment increasing: • Tax and Political context
• Prices • Unemployment
Climbing stop due to:
Ita
lia
n M
ark
et
So
ho
in
Te
lco
(~ vs PY)
(-8% vs PY)
Consumer sentiment index Corporate sentiment index
24th June 2014q\ qQ
Soho: hard to enlight differentiating assets
• Soho customers are not so loyal and very price “sensible” into a market context with very high
competitive pressure
• Customers perceived MNO as a commodity provider not core for their businesses.
• Differentiation assets are not well perceived by end user customer.
Key challenges
24th June 2014
mPOS is a great market opportunity
• Over 1M of merchants in Italy still don’t own a POS
• From 1st July all merchants will be obliged to receive electronic payments over 30€ if requested by
customers
• mPOS opens to a new market share leveraging on core Telco assets
Opportunity
POS and Mobile POS forecast POS customers at today
50% accept payments
26% owns a POS
24th June 2014
How mPOS could helps to differentiate?
Convergent with core customer business assets
New telling story for Sales Force
Leverages on mobility
Moves customer focus far away from price
24th June 2014
Vodafone & Intesa SanPaolo-Setefi Solution
Ingenico iCMP • Contactless • Swipe Card • Smart Card
Dedicated Setefi App • iOS • Android • Windows
Vodafone assets • Smartphone • Tablet • Fast&Safe network
24th June 2014
Phase1: Vodafone & Intesa Sanpaolo partnership
Announcement •Press release •Disclosure to sales channels
Nov-13
Co-marketing launch •“Soft bundle” with smartphone/ tablet • ATL campaign
Jan-14
24th June 2014
Phase2: Vodafone & Intesa Sanpaolo partnership
Direct Sale •“Hard bundle” with smartphone/ tablet +
option (5€/m ARPU) • Outbound salesforce incentives
Jun-14
How does it works? • No more need to go to bank local branches
• Audio conference to finalize the contract
• mPos delivered directly to customer’s location
Sales Commissioning
Sales Process
24th June 2014
mPOS as enabler for a new vertical solutions framework
mPOS evolution • Targeted end-to-end solutions
• Two different app suites according to
customer mobility propensity
•Boost of loyalty and ARPU uplift effects
Q4 14
Vodafone shop •Smartphone/Tablet •Mobile POS •CRM/Loyalty •Video surveillance
Vodafone mobility •Smartphone/Tablet •Mobile POS •Loyalty •E-catalogue
24th June 2014
MNO adds value into the acquiring value chain
The Best Network
Top Industry Handsets
Outbound Sales Force Integrated Assurance
24th June 2014
• Differentiation is the only key into a mature market with a price
oriented customers.
•Vertical solutions are the way to become more core provider for our
customers mPOS and the payments ecosystem are a great starters.
•Switching from an inbound to outbound go-to-market strategy opens to a
new market share still not fully discovered.
•Bundling core mobile assets as network,handsets together with mPOS
creates a strong unique selling propositions
Key takeaways