omni channel marketing conference - steve toth
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amaysim Services Ltd..
Level 6, 17-19 Bridge St
Sydney, NSW 2000
Australia
Building a seamless customer
experience across channels
Steve Toth, Sales Director
Omni-channel Marketing Conference
27 February 2013
Strictly Confidential.
Building a seamless customer experience
1. amaysim roots
2. CEO’s brief
3. Our market
4. Guiding principles
5. Bricks & Click
6. Knowing your customer
7. Parting thoughts
Strictly Confidential.
amaysim roots
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1. SIM-Only
2. Online Only
3. Simple, low rates – no lock in contract
4. best in class service
30% + Market Share
40% + New Subscriber Share
90% + Customer Satisfaction
Off-line
Introduced to
Model
The Low Cost Mobile Model
Strictly Confidential.
1. Develop retail strategy
2. Build logistics & remuneration model
3. Get 5 national retail brands
4. Launch 1 November
By the Way……….
1. You cannot say who we are.
2. We do not have a product to show yet.
3. We have not worked out the price.
Good Luck Steve!
CEO’s Brief August 2010 :- 12 weeks to launch
Strictly Confidential.
Our Market
5
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Telco Landscape Australia is home to a population of dissatisfied, high value customers…
6
Confused and dissatisfied customers
(frustrated and highly dissatisfied with current
offers)
Complex tariff structures
(Network operators dominate with complex
offers and high prices)
Highly competitive and commoditised industry
+
+
+
High price levels, high ARPUs
(Australia is home to some of the world’s
highest usage & ARPU)
Source: ABS 2009, Wireless Intelligence 2009, Roy
Morgan 2009, IBISWorld 2009, Tariff Consultancy 2008
* AUS blended ARPU, UK and DE are Vodafone ARPU
22.6m people and growing…
30mil mobile subscribers
131% penetration
700+ complex mobile offers
High ARPU of $51 (Germany $26, UK $40*)
* Source: The Clever Stuff Market Research
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Purchase Path the challenges for e-commerce only:- Omni-Channel at work
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Guiding
Principles
8
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Guiding Principles
Empathetic
Agile Simple
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STRATEGIC
PLATFORM
BRAND
IDEA
BRAND
PROOF
POINTS
VISION
VALUES
To be the telecommunications brand that
Australians love most
Agile, simple, reliable, empathetic
amaysim (amazing) stories
Simplicity Great value &
savings
Premium
quality &
service
A force for good in
a dirty business
Brand DNA How our communications platform works together with our company vision and values
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Applied Strategy
11
COMMUNICATIONS
INFRASTRUCTURE
MONITORING
Involve the customer
to build
stickiness
Optimise the customer
based
on their needs
Focus on the right
Customer Set-up
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Products,
People Love 12
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Simple Products
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• amaysim UNLIMITED:
20-49 yr, young families, SINKS & DINKS, value seekers,
med-to-high mobile usage.
• amaysim AS YOU GO:
current base 40-69 yr mature adults with restricted
budget, low mobile usage.
• amaysim MOBILE BROADBAND:
20-49 yr, mass-market but tech influencers should
be covered.
Target Audience
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amaysim is targeting selected segments with its products
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Net Promoter Score WOM is the Key
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27/02/20
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Smart Distribution
17
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Challenge How;
− Does online business with no stores become Omni-channel
player
− Do you get bricks and mortar to support and embrace
online.
Solution 1. Remove fear of online cannibalisation and competition
2. Promote bricks and mortar option to customers
3. Share online revenue
Bricks & Clicks
Strictly Confidential.
Omni-Channel On and Offline Distribution
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Distribution is King
20
1,754 outlets
(Nov 2010)
12,096 outlets
(Dec 2012)
We continue to hold and optimise our strong retail distribution creating barriers to entry
for copycats…
Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12
429 1,249 1,249 1,249 1,249 1,249 1,249 1,249 1,249 1,249 1,249 1,249 1,249 1,249
622 622 1,434 1,434 1,434 1,434 1,434 1,434 1,434 1,434 1,434 1,434 1,434
800 800 1,800 2,100 2,800 3,000 3,200 3,300 3,500 3,500
545 545 545 545 545 545 545 545 545 545 545 545 545 545
429 429 429 429 578 578 578 578 578 578 578 578 578 578
- 363 363 363 363 363 363 363 363 363 363 363 363 363
181 181 181 181 181 181 181 181 181 181 181 181 181 181
156 156 156 156 156 156 156 156
191 191 191 191 191 191 191 191 191
161 161 161 161 161 161 161 161 161
170 170 170 170 170 537 537 537 537 537 537 537 537 537
81 81 81 81 81 81 81 81
Other 811 861 1,138 1,650 1,803 1,950 1,985 2,016 2,095 2,430 2,590 2,902 3,120
1,754 4,370 4,420 5,509 6,970 7,842 9,226 9,561 10,292 10,571 11,106 11,366 11,878 12,096
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New generation distribution setup.
State of the art captive web channel efficiently provides
customer info, sales funnel, top up and activation portal.
Low cost, high quality retail channel partnerships create
mainstream distribution reach whilst keeping costs down.
Nation wide top-up availability ensures customer
convenience whilst pushing drive-to-web conversion.
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Know your
Customer
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23
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%Flexible
Innovative
Human
Friendly
Efficient
Clever
Empathetic
Reliable
Amazing
Witty
Honest/has integrity
Makes a lot of mistakes
Confusing
Leader, not a follower
Bureaucratic
Dull/boring
Arrogant
Inspirational
Old fashioned
None of these
Telstra
Optus
Vodafone
Virgin
amaysim
Brand and Company Personality amaysim personality
Strictly Confidential.
amaysim is clearly differentiated and in a good position to grow the brand
Flexible
Innovative
Human
Friendly
Efficient
Clever
Empathetic
Reliable Amazing
Witty
Honest/has integrity
Makes a lot of mistakes
Confusing
Leader, not a follower
Bureaucratic
Dull/boring
Arrogant
Inspirational
Old fashioned
None of these
Telstra
Optus
Vodafone
Virgin
amaysim
Source: MediaCom Pulse – n=400
Q29. Please indicate which of the following words you feel best describe the following brands?
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Parting thoughts
1. Start with the product
2. Clear Communication
3. Know your customer. (Research)
4. True Omni-Channel (broad distribution)