valuemanager success story: vodafone continental drift ...tns infratest and vodafone won the german...

VM Success Story: Vodafone CDP© TNS 2014

ValueManager Success Story: Vodafone Continental Drift Platform (CDP)


Winner of the German BVM Innovation Award 2014

2

TNS Infratest and Vodafone won the German market research society (BVM) Innovation Award 2014.

Development of a market simulation tool (“Continental Drift Platform – CDP”) to understand opportunities and competition in the mobile market.

Within a very short time the CDP led to the following results (excerpt from laudation):

Accelerates time-to-market for the development of new tariffs.

Rationalization of operational product management.

Better market understandingand transparency compared to the competitors.

Basis for reassessment of strategy in the mobile phone market.

Reduction of costs in terms of ad hoc market research.


Where do we see the market going?How do we place our products?

3


A crucial criterion for success is market transparency.

4


Various circumstances prevent transparency in the mobile telecommunications market.

5


What kind of information is needed to act confident in the market?

6

Impact of products and promotions on own

performance

Chances and risks of products and promotions

Own activities Activities of competition

Market situation

Market development

Decisions


Basic idea of CDP: Making decisions based on valid simulations.

7

Simulation

ProductPerformance

Product Development

Price Optimisation

Revenue

Target Groups

Promotions

MarketPerformance

Distribution


A continuous and holistic usage was a crucial factor for the development of the CDP.

8

Requirements:

Coverage of the whole mobile phone market (prepay and postpay)

Adaption to changes in the market

High precision by calibration and continuous adjustment to latest market figures

Integration of key figures from financial systems and customer information systems


Project details

9

Sample size: n=4,327 interviews in totalThe sample was divided in two sub-samples

Fieldwork: 3rd to 23rd of May 2013

Methodology: Online interviews (CAWI) with TNS panel and partners

Questionnaire: 20 minutes frame questionnaire incl. segmentation2-3 conjoint tasks per respondent


Calibration with internal and external validation factors

10

External validation factors Internal validation factors

TNS ValueManagerdata base

check of predicted data against real sales figures of Vodafone benchmarks in case of innovations

market shares market development tariff figures brand and ad awareness ad spendings

further customer information

from conventional survey: attitudes towards

innovation and service price sensitivity channel preference basic decision behaviour etc.

change behaviour

conversion model openness to providers commitment to own provider

adaption ofpreference shares

to reality

market information

real choice and change behaviour


Sustainability: calibration and micro conjoints

11


Complex market developments can be made visible nearly at the push of a button.

12


The effect of individual actions can be assessed in a holistic view.

13

Target Group Analysis

28,0%

30,3%

13,8%

18,2%

6,1%3,6%


The CDP accelerates the decision process, makes measures more objective and preserves resources!

14

More than50 promotionideas analysed

Meanwhile over 80tariff modifications

were evaluated Cost savings so far

ca. €320k


TNS ValueManager – selected References

15

valuemanager success story: vodafone continental drift ...tns infratest and vodafone won the german...

Documents