smart: v1 who to serve for the telenor group ?
DESCRIPTION
SMART: V1 who to serve for the Telenor Group ?. SMART STEER CO. MEETING || INTRODUCING THE SEGMENTS. Introducing the six consumer segments initially points to the fact that only two segments stand for two thirds of revenue in the market…. QUALITY ORIENTED. COMMODITY ORIENTED. - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: SMART: V1 who to serve for the Telenor Group ?](https://reader036.vdocuments.site/reader036/viewer/2022062422/56813790550346895d9f31f4/html5/thumbnails/1.jpg)
SMART: V1 who to serve for the Telenor Group ?
![Page 2: SMART: V1 who to serve for the Telenor Group ?](https://reader036.vdocuments.site/reader036/viewer/2022062422/56813790550346895d9f31f4/html5/thumbnails/2.jpg)
Distribution in market (% / #)
Revenue share (%)
Total value in lifetime (DKK)
Churn propensity (%)
Mobile data users (%)
18% / 1 mill. 38% 6927 22% 58%
13% / 0,7 mill. 7% 2273 13% 25%
13% / 0,7 mill. 6% 1913 12% 34%
12% / 0,7 mill. 8% 1059 31% 49%
17% / 1 mill. 30% 3611 39% 84%
19% / 1,1 mill. 11% 2175 25% 48%
2
Introducing the six consumer segments initially points to the fact that only two segments stand for two thirds of revenue in the market…
SMART STEER CO. MEETING || INTRODUCING THE SEGMENTS
SOURCE: MAP, Telenor GroupNOTE. Distribution in market is based on 5,6 mill. people
1
2
3
4
5
6
![Page 3: SMART: V1 who to serve for the Telenor Group ?](https://reader036.vdocuments.site/reader036/viewer/2022062422/56813790550346895d9f31f4/html5/thumbnails/3.jpg)
Recommended segment mix in Telenor portfolio will cover 90 % of the market and overlap on the most exposed segment
SMART STEER CO. MEETING || STRATEGIC RESOURCES & SUM UP
3
SOURCE: Team analysis
1
5 4
6
NONE
3
![Page 4: SMART: V1 who to serve for the Telenor Group ?](https://reader036.vdocuments.site/reader036/viewer/2022062422/56813790550346895d9f31f4/html5/thumbnails/4.jpg)
4
The Quality oriented segment don’t mind spending a little extra
SOURCE: Telenor MAP
SMART STEER CO. MEETING || TELENOR; WHO TO SERVE
1SEGMENT
Family with older children
52YEAR-OLD
DEMOGRAPHICS
Middle/high income38 % of market
VALUES
• I´m oriented towards nature and happy pay more for environmentally friendly products
• I place high importance on elegance and aesthetics
• Good customer service is significantly important
LATEST PHONE
10%
54%Retail
WEB 25%
Mobile data 58%
Voice 22 min/day
SMS 7/day
BEHAVIOR
PSTN 68%
High involvement 18%
Province/city
47% 53%
18 % of the population
![Page 5: SMART: V1 who to serve for the Telenor Group ?](https://reader036.vdocuments.site/reader036/viewer/2022062422/56813790550346895d9f31f4/html5/thumbnails/5.jpg)
5
Strong match between Telenor´s profile and the Quality oriented top drivers of choice makes a solid base for attracting the segment
SOURCE: Telenor MAP
SMART STEER CO. MEETING || TELENOR; WHO TO SERVE
1SEGMENT
• Especially in service areas Telenor has a solid base to match the segments needs
Attribute importance (relative to market) is listed clockwise – starting at 12 0’clock
![Page 6: SMART: V1 who to serve for the Telenor Group ?](https://reader036.vdocuments.site/reader036/viewer/2022062422/56813790550346895d9f31f4/html5/thumbnails/6.jpg)
6
Although Telenor has a fair share of segment one, competitors profiles have even stronger fits on hygiene factors
SOURCE: Telenor MAP & Data from Pricing project, 2012
NOTE: * Measured in sim share
SMART STEER CO. MEETING || TELENOR; WHO TO SERVE
1SEGMENT
8%
28%
14%
30%
Quality oriented
21%
TDC
Telia
3
Other
Telenor
Segment one attribute score on hygiene factors (share of customers). Attribute absolute importance is listed clockwise – starting at 12 0’clock
According to complementary data from Pricing project Telia has build stronger NW perception. Supposable due to massive media spend and communication of 4G NW
![Page 7: SMART: V1 who to serve for the Telenor Group ?](https://reader036.vdocuments.site/reader036/viewer/2022062422/56813790550346895d9f31f4/html5/thumbnails/7.jpg)
7
The youngest segment, called Cost and image has a distinct profile in terms of price focus and online shopping behavior
SOURCE: Telenor MAP
SMART STEER CO. MEETING || CBB; WHO TO SERVE
6SEGMENT
Young family / single
29YEAR-OLD
DEMOGRAPHICS
Low income11 % of market
LATEST PHONE
3%
23%Retail
WEB 59%
Mobile data 48%
Voice 8 min/day
SMS 7/day
BEHAVIOR
PSTN 36%
High involvement 13%
City
49% 51%
19 % of the population
VALUES
• Social status is important to me and I like when others look up to me
• I'm first with the latest and I always know what is new and hip
• I will always go for the cheaper product cause price is most important
![Page 8: SMART: V1 who to serve for the Telenor Group ?](https://reader036.vdocuments.site/reader036/viewer/2022062422/56813790550346895d9f31f4/html5/thumbnails/8.jpg)
8
Price is the only significant telecom driver of choice; Due to strong attractive value profile and large share in customer base the segment will serve as the target segment
SOURCE: Telenor MAP
NOTE: * Measured in sim share
SMART STEER CO. MEETING || CBB; WHO TO SERVE
6SEGMENT
Cost & image
24%
36%
28%
3%10%
Other MVNO`s
Other MNO´s
Telmore
Onfone
CBB
Segment one attribute score on hygiene factors (share of customers). Attribute absolute importance is listed clockwise – starting at 12 0’clock
![Page 9: SMART: V1 who to serve for the Telenor Group ?](https://reader036.vdocuments.site/reader036/viewer/2022062422/56813790550346895d9f31f4/html5/thumbnails/9.jpg)
9
The Image & quality segment is immensely data and handset oriented
SOURCE: Telenor MAP
SMART STEER CO. MEETING || CBB; WHO TO SERVE
5SEGMENT
Before / young family
30YEAR-OLD
DEMOGRAPHICS
Low income30 % of market
LATEST PHONE
6%
39%Retail
WEB 44%
Mobile data 84%
Voice 20 min/day
SMS 10/day
BEHAVIOR
PSTN 32%
High involvement 37%
City
56% 44%
17 % of the population
VALUES
• Products with technical innovations are exciting and important to me
• I like when others look up to me and being the centre of attention
• Thrills give me the feeling of living more intensely
![Page 10: SMART: V1 who to serve for the Telenor Group ?](https://reader036.vdocuments.site/reader036/viewer/2022062422/56813790550346895d9f31f4/html5/thumbnails/10.jpg)
10
Gaps on important attributes initially addressed in the rebranding of Bibob. Attributes reflects former Bibob brand strategy before March 2012
SOURCE: Telenor MAP
SMART STEER CO. MEETING || BIBOB; WHO TO SERVE
5SEGMENT
• Implemented web shop in October 2012
• Introduced instalment plans in October
• Introduced content bundling in June
• Introduced CRM program in April
• Followed Oister on data price most of 2012
• Increased data speed to 32 Mbit/s
Attributes relative importance is listed clockwise – starting a 12 0’clock.
![Page 11: SMART: V1 who to serve for the Telenor Group ?](https://reader036.vdocuments.site/reader036/viewer/2022062422/56813790550346895d9f31f4/html5/thumbnails/11.jpg)
11
No single competitor owns the segment in terms of segment market partly due to the extreme switch probability (~37%)
SOURCE: Telenor MAP
NOTE: * Measured in sim share
SMART STEER CO. MEETING || BIBOB; WHO TO SERVE
5SEGMENT
16%
Image & quality
19%
14%
15%
2%
15%
17%
Telia
TDC
Telmore
3
BiBoB
Other MVNO´s
Telenor
Segment one attribute score on hygiene factors (share of customers). Attribute absolute importance is listed clockwise – starting at 12 0’clock
![Page 12: SMART: V1 who to serve for the Telenor Group ?](https://reader036.vdocuments.site/reader036/viewer/2022062422/56813790550346895d9f31f4/html5/thumbnails/12.jpg)
With recommended segment mix the Telenor brand portfolio targets ~80 % of revenue share; Covering a broad mix of consumer values
12
SMART STEER CO. MEETING || STRATEGIC RESOURCES & SUM UP
SOURCE: MAP, Telenor Group
Fair
Nature
Purism Tranquil
Prestige
Vitality
Classic
Thrill &Entertainment
Carefree
Clanning Cool&Trendy
ServiceInnovation/
Protech
Personalefficiency
Customized
Proven
QualitySmart
shopping
Total cost
E
C̶ +Security
R
6
1
5
SHARE OF REVENUE
STRONGEST COMPETITORS
38 %
30 %
11 %
TDC
SEVERAL
TELMORE