A BROADBAND STRATEGY TO AID ONLINE
BUSINESS DEVELOPMENT
CAANZ, Digital Forum, May 2009 0

A nation of people who like to do it ourselves
• Most NZ businesses are Small and Medium Enterprises
• Over 50% employ less than 5 employees
• Almost a quarter are in the Retail industry
• No one is championing them
• And it’s hard work…… I Know
I’m Special Someone
Around the
Straight Up
Clock It Starts
and Ends, One Person,
With Me Many Talents
I Know What
If It Ain’t Money it Looks
There’s No Broke, Don’t Matters Like For Me
Manual Fix It
1

It’s tough at the moment
Impact of Recession on
Businesses (SME’s)
Had No
Reduce overheads 21%
Impact,
44%
Increase advertising 21%
Reduce staff 13%
Mild,
Negative
Impact,
Do nothing 17%
45%
Heavy
Negative
Impact,
11%
Source: Telecom Research, February 2009 2

Telecom has significantly changed the mix
1/3 Above the Line
Delivers on
1/3 Direct perceptions of
great service and
business relevance
1/3 Digital Delivers on
perceptions of an
innovative brand
3

We have built the following digital portfolio
The Hub Herald Made Think BizChat Start-up
SB From NZ Small
• Our current portfolio grew from a desire to explore, trial and scale our online partnerships
to develop this channel ahead of our competition.
• Our 08/09 brief for digital property selection was to achieve the following objective:
• Bring the Hub proposition to market & drive uptake by showing
NZ the future, start to change customer behaviour and educate
on our new value proposition
• The above properties were selected to match the following criteria:
• will attract online eye-balls to our Hub,
• will enhance the relationship we have with SMEs to grow their business and ours,
• influences online behaviour and grows online literacy and usage among SMEs,
• provides us with an attractive media space in which to advertise more effectively.
4

5

Telecom will support SME’s to participate in the
online world their customers lives in
33 million users 8.6m
registered 1 billion videos watched a day
3 billin photos users 13 hours of video uploaded each
3,000 uploads per minute minute
Source: Trends Report, 2009 6

1. Business Broadband
7

2. Telecom’s Broadband Commitment
Build a world-class access network
enabling the delivery of broadband
connections between 10Mbps and 20Mbps
to 80 per cent of New Zealanders by the
end of 2011
8

3. Telecom XT Mobile
9

How 3G Mobile is changing the landscape
• In two years most phone purchases will be Smartphones
• They bring rich media and internet capability
• We are launching 8mb camera phones, these capabilities will merge and
create a whole ways of doing things
• Additionally we will see smaller portable PCs/
browsers.
• With embedded 3G network technology and wifi
10

4. Affordable Web Services
46% of SME’s do
not have a website
Of the 54% with a website, the majority of them are
looking at upgrading it in the next year
11

5. Supporting Businesses through online
communities
12

6. Putting more tools in their hands
13

6. Putting more tools in their hands
14

MANY THANKS
Telecom Corporation of New Zealand Limited 15