PANEL: Hacia la masificación de los

servicios de banda ancha móvil

dos dimensiones importantes

By eduardo griffa

CU PRincipal &

Lead transformation consultant

http://www.youtube.com/watch?v=i5AuzQXBsG4

Public | © Ericsson AB 2011 | 2011-01-25 | Page 3

INDUSTRY CHALLENGES

HOW MUCH INTEGRATED IS YOUR FACTORY ?

HOW IS IT REALLY LIKE TO BE YOUR CUSTOMER ?

Agenda

CONCLUSSIONS

Public | © Ericsson AB 2011 | 2011-01-25 | Page 4

Cost efficiency is not the only

challenge

What are the key driversof satisfaction of my customers ?

How efficient are my operations ? How do I benchmark ?

How to use the technology as an enabler of cost reduction in business processes ?

Do I need to invest to save ?

What are my customers’ pain points ?

Do I have to reduce Costs first and then increase the revenues ?

Do I have to Optimize or do I have to develop (enable) new things ?

Is the network a differentiator ?

Driving down cost is

important -

but far from enough

What does business innovation mean?

Where do you prioritize business innovation?

Public | © Ericsson AB 2011 | 2011-01-25 | Page 5

Two important dimensions

Level of customer centricityof organization and product portfolio

Low

Low

HighLe

vel o

f in

teg

rati

on

of

"fac

tory

"

High

Med.

Middle

Public | © Ericsson AB 2011 | 2011-01-25 | Page 6

Traffic and revenue decoupled…

Mobile Broadband Dominant

Revenues

Traffic

Time

Voice Dominant

Revenue & TrafficDe-Coupled

Source: Light Reading

Public | © Ericsson AB 2011 | 2011-01-25 | Page 7

adjusting the image…

Traffic

TimeSource: Light Reading

Cost/GB

Public | © Ericsson AB 2011 | 2011-01-25 | Page 8

Customer experience in telecom

trailing other industries

60

Wireless tel. service

7170 69

Cable TV

100

64

Airlines

75

Banks

75

Supermarkets

76

Life Insurance

79

Motion Pictures

82

Internet search engines

83

Electronics

83

Credit Unions

84

Automot.

84

72

Postal Service

0

807474

Indexed customer satisfaction

Internet News

74

Fixed tel. service

Utilities

74

90

HotelsExpress Delivery

Note: maximum rating is 100Source: ACSI 2009

Public | © Ericsson AB 2011 | 2011-01-25 | Page 9

SIX KEY drivers of customer

experience

Source: BCG

Note: Share of respondents mentioning as top three pain-point or satisfaction driverSource: BCG

CUSTOMER EXPERIENCE SATISFACTION DRIVERS

RELATIVEWEIGHT1

It is easy to join us

› Purchase process

› Service installation

Dealing with us is a pleasure

› Response to an enquiry

› Problems (e.g. “I cannot access internet")

› Invoice (e.g. “The amount is different than in the agreement")

Recognition - we value our loyal customers

› Agreement prolongation (e.g. “I have worse contractual terms than new customers")

~50

~70

~60

~501

3

4

5

6

2

Public | © Ericsson AB 2011 | 2011-01-25 | Page 10

INDUSTRY CHALLENGES

HOW MUCH INTEGRATED IS YOUR FACTORY ?

HOW IS IT REALLY LIKE TO BE YOUR CUSTOMER ?

Agenda

CONCLUSSIONS

Public | © Ericsson AB 2011 | 2011-01-25 | Page 11

What is your

Transformation approach?

Level of customer centricityof organization and product portfolio

Low

Low

HighLe

vel o

f in

teg

rati

on

of

"fac

tory

"

High

Med.

Middle

1 Front runners

2 Selective transformers

3Integration

skeptics

2 Selective transformers

3Integration

skeptics

1 Front runners

2 Selective transformers

1 Front runners

Public | © Ericsson AB 2011 | 2011-01-25 | Page 12