Mobile Market Discuss Papers Tx Spain


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Mobile Market Discuss Papers Tx Spain

  1. 1. Value Proposition: Collaborating for the Spanish (and alternatives) Market development  Discussion Paper
  2. 2. 0.1 Understanding Market Development. 0.0 Document Structure. 0.2 . Mediterranean Market Overview. 0.3 Potential Development. 03.1 Telecommunications: OMVS, FMC, 3/4 play. 03.2 . New TV Challenges. 03.3 Content and Services Providers. 03.4 Citizens Requirements (Data Retention, LOPD, Electronic Signature). 03.5 Utilities and Manufacturers. 03.6 Engineering Companies. 0.4 tx-soluciones Capabilities. 0.6 HOT Approach. 0.7 Experience. 0.5 . Working Plan. 0.8 Example of Contacts.
  3. 3. 0.1 Understanding Market Development. <ul><li>Local markets entrance is difficult. </li></ul><ul><li>We are dealing with highly competitive and technologically advanced markets with many companies knocking on the doors … few of them knocking on the right ones. </li></ul><ul><li>Normally we found sophisticated procurement processes, with personal agendas involved. </li></ul><ul><li>Having the right partner can make the difference! </li></ul>Market Development Main Activities <ul><li>Market assessment. </li></ul><ul><li>Business Development. </li></ul><ul><li>Creation of business leads. </li></ul><ul><li>Account management. </li></ul><ul><li>Local consultants for project delivery. </li></ul><ul><li>Partners Development. </li></ul><ul><li>Marketing: online and one to one. </li></ul>
  4. 4. 0.2 . Spanish Market Overview. Telecommunication Market Total Revenues by Quarter Telecommunication Market (excluding Wholesales) Services Breakdown FIX Mobile Internet Audiovisual Services Phone Information Services Business Services Terminals Others Total
  5. 5. 0.2 . Spanish Market Overview. Signal Transportation and Broadcast Total Revenues Mobile ADSL Internet Fix
  6. 6. 0.2 . Spanish Mobile Market Overview. Market Share by Revenues Subscribers Revenues ( million €) Swueno, Euskaltel Lebara Móvil, Happy Móvil, Pepe Móvil, Eroski Móvil, Carrefour Móvil, Metrored Móvil, Más Movil, Flipa Móvil, Simyo, E-Plus, Fonyou, Icall, Itsmo, Bankinter… MVNO´s Market Share by Subscribers
  7. 7. 0.2 . Italian Mobile Market Overview. Italy is amongst the top five mobile communication markets in Europe. The country comes second according to the number of subscribers, after Germany. It has the highest 3G penetration in Europe, and also the most dynamic mobile content market in terms of revenues. MVNOs have been established in the Italian market since June 2007. Moreover, WiMAX is ready to go with 35 licenses been awarded at the beginning of 2008. Coop Voce Tiscali Noverca Poste Carrefour Uno Mobile Conad Daily Telecom Autostrade Auchan FastWeb 50&Più Fenacom MVNO´s 7.5% 8.7% 8.5% 8.6% 8.8% 32.9% 32.2% 32.5% 32.8% 32.9% 39.6% 39.9% 39.9% 39.8% 39.9% 20% 19.2% 19.1% 18.8% 18.4% 137.4% 142.2% 145.4% 149.1% 122.6% 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 100,000 2005 2006 1Q07 2Q07 3Q07 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0% 140.0% 160.0% Wind TIM Vodafone H3G Penetr. per inhabitant Total subscribers 2005: 72 million Total subscribers 2007: 88.5 million
  8. 8. 0.2 . Portuguese Mobile Market Overview. <ul><li>Portugal Mobile Operators : TMN, Telecel Vodafone, and Optimus-Sonae. </li></ul><ul><li>The wireless market in Portugal is growing somewhat slowly compared to many other European countries. We are now forecasting that the number of total subscribers will increase from our projected 13.8 million in 2007 to a forecasted 14.5 million in 2010. In 2010, the wireless penetration level in the country will reach 130.1%. </li></ul><ul><li>Market shares (by subscribers) of the two largest operators will remain roughly the same over the next several years in Portugal. TMN will continue to have about 43% market share whereas Telecel Vodafone will have 36% of total subscribers over the forecast period of 2007 - 2010. </li></ul><ul><li>* TMN will continue to be more profitable than Telecel Vodafone, and its EBITDA margin is forecasted to be 43.7% in 2010. During this period, we forecast that the EBITDA margin of Telecel Vodafone will continue to remain low at 35.0%. </li></ul>Phone-ix ACP CTT ONI Rede Bonus Rede4 Talk Talk Mobile Tele2 UZO MVNO´s
  9. 9. 0.2 . Greek Mobile Market Overview. <ul><li>In 2010, we are predicting that Greece will be the most highly penetrated market in the world. The wireless penetration level will increase from our projected 156.6% in 2008 to 173.2% in 2010. </li></ul><ul><li>The number of total subscribers in Greece will increase from 17.5 million in 2008 to 19.4 million in 2010. </li></ul><ul><li>The two largest operators in Greece will continue to be Vodafone Panafon and Cosmote. We expect that Cosmote will continue to increase its market share in the next few years. It will increase from 39.9% to 42.1% from 2008 to 2010. During the same forecast period, Vodafone Panafon's market share will decrease from 32.3% to 30.1%. </li></ul><ul><li>- Cosmote will enjoy a higher EBITDA margin at 40.2% and a lower ARPU of US$ 33.74 per month compared to Vodafone Panafon with 35.0% EBITDA margin and $34.43 ARPU per month. </li></ul>In Greece mobile phone services are also offered by three smaller companies which are subsidiaries of the major ones, aimed at people who want cheap and simple calls. Q Telecom Frog Mobile NO’MAD MVNO´s
  10. 10. Based on tx-soluciones contacts and previous work done with customers, there some key areas where the products and services could be presented and offered in a short term time frame. 0.3 . Potential Development. Segment Challenges Entry Point Telecom Operators Convergence Triple Play Deal with MVNOs Merges  Reorganization They have to concentrate their effort in Increase ARPU by selling more services and more profitable services. At same time they cannot loose market share. MVNO´s <ul><li>Three types: </li></ul><ul><li>Just in the market. NO good results by the moment. </li></ul><ul><li>Working for the Launch. Negotiating with Mobile Operators. </li></ul><ul><li>Thinking in how to enter this market. </li></ul>Review Business Cases Deal with HMOs and Regulators Technical Support for Integration Processes & Operations Definition / RFPs Business Plan Logistics (Terminals, SIMs,…) Optimisation TV New Business Models in the market. New Devices and New Technologies under discussion. Big regulation issues. Content Control. Audiences management. Government and Regulatory aspects. Redefine Business Model Deal with Regulators Technical Support for Integration New Processes & Operations Definition Business Plan New Technologies Advisor Revenues Assurance
  11. 11. 0.3 . Potential Development. Segment Challenges Entry Point Content and Services Providers New Business Models considering Telecom Operators They need to be able to offer new type of content, but they have to do through the Telecom Operators Networks. Avoid illegal copies and protect contents. Fight against Old media (traditionally used for content delivery) resilience to new interactive channels. Merge to have enough volume (€) to be able to create good quality contents . New Platforms Integration DRM policies and Implementation DRM Entities Relationships Telecom Operator Business Negotiation Telecom Operator Technical Negotiation Audience response Multichannel Real time Systems Merges  Reorganization Citizens driven Activities (Target market: Regulatory Entities and Government Agencies) The people always require more services and more content at reasonable price and like to adopt new technologies to simplify life. But they need to continue being free and safe. The role of the Authorities is to protect the people and privacy. Data Protection Implementation (LOPD) Data Retention Implementation Digital Signature / Fraud Control Tariffs Management and Control
  12. 12. 0.3 . Potential Development. All Entry Point type of projects named in this pages, are illustrative and real. Of course there are more initiatives that are not in this list, when working there we will discover new opportunities for more business. Segment Challenges Entry Point Utilities New Models and processes Implementation . New Business Development: Looking for new sources and markets for business. Own Business Improvement: Usage of new technologies to increase internal profitability. Engineering Companies Be able to provide the required services, platforms and products that the rest of the market will be asking for. Services Demand analysis. Fast access to New Tech. Knowledge Acquisition. Markets trends analysis. Mobilize Sales Forces. Home working. New Processes based on new telecom convergent services (Tele metering) Continuous tariffs analysis. Strategic Partnering Advisor Services. Architectures and Specifications. Regulations and Licensing processes. Market trends. Clients and Competitors.
  13. 13. <ul><li>Concerning customers, during this last years we have been dealing mainly with: </li></ul><ul><ul><li>Telecom Operators & Service Providers in Spain and Portugal (Telefónica, Orange, Vodafone, Xfera, ONO, Metrored, Euskaltel, Telecable, TMN, Optimus, Metrored...). </li></ul></ul><ul><ul><li>In some of this projects a closed relationship was required with System Integrators (HP, Atos-Origin, IBM Global Services, INDRA,…), </li></ul></ul><ul><ul><li>as well as with OSS/BSS providers (Comverse, Amdocs-Cramer, Comptel,.) for complex integrations, </li></ul></ul><ul><ul><li>and with Mobile Services Platforms providers (XIAM, Unipier, Pontis, Changing Worlds,.) for Content Management, Cross-selling, Profiling, Personalization. </li></ul></ul>0.4 tx-soluciones Capabilities. Diversification NEED Convergence Content Delivery Reachability Optimise ASPs, ISPs SECTOR Telecom Operators TV Marketing y Communication Industries y Commerce New Services Deployment SOLUTION TYPE MVNO & FMC & IMS Strategic Positioning Mobile Marketing Delocalised Processes
  14. 14. Market Analysis Presentations Feedback Needs Proposals <ul><li>Target Identification. </li></ul><ul><li>Interlocutors </li></ul><ul><li>definition </li></ul><ul><li>Company capabilities. </li></ul><ul><li>Experience. </li></ul><ul><li>Presence </li></ul><ul><li>Opportunities: </li></ul><ul><li>Short term. </li></ul><ul><li>Medium term. </li></ul><ul><li>Creation </li></ul><ul><li>Identification </li></ul><ul><li>Requirements </li></ul><ul><li>Specification </li></ul><ul><li>Write Down </li></ul><ul><li>Tender </li></ul><ul><li>Defences </li></ul>Market Development 0.5 . Working Plan. Closing Opportunities Negotiation Closing Delivery <ul><li>Business Case </li></ul><ul><li>Benefits / cost analysis </li></ul><ul><li>Payment terms </li></ul><ul><li>Administrative issues </li></ul><ul><li>Agreement/Contract </li></ul><ul><li>Project Plan </li></ul><ul><li>Resources </li></ul><ul><li>Methodology </li></ul>¨Do The Project¨ <ul><li>Fast Phase, due to the tx-solutions position in this market. </li></ul><ul><li>Some training required to in depth understanding the offerings. </li></ul><ul><li>Not too many resources required. </li></ul><ul><li>Remote resources required at the beginning. </li></ul><ul><li>Local Organization developing based on the Business created. </li></ul>KEY Players <ul><li>Multilevel Strategy. </li></ul><ul><li>Main Contacts. </li></ul>New Market Development
  15. 15. 0.5 . Working Plan: By account. <ul><li>Step1: Strategic workshop to define a Multilevel account Presentation. </li></ul><ul><ul><li>Identify Work already done within the account. </li></ul></ul><ul><ul><li>Putting in common Contacts and tenders. </li></ul></ul><ul><ul><li>Detailed analysis of new Contacts and responsibilities in the Potential Customer. </li></ul></ul><ul><li>Step2: Start Presenting the Capabilities and Offerings to all strategically identified contacts for fast detection of on going opportunities. </li></ul><ul><ul><li>This is a Continuous activity! </li></ul></ul><ul><ul><li>At this step the Business Targets will be defined. </li></ul></ul><ul><li>Step3: Opportunities Qualification. </li></ul><ul><ul><li>Sales opportunity assessment. </li></ul></ul><ul><ul><li>Business Value Proposition Creation. </li></ul></ul><ul><ul><li>Decision Making Structure Identification & Analysis. </li></ul></ul><ul><li>Step4: Tendering (In case). </li></ul><ul><ul><li>Strategic Positioning. </li></ul></ul><ul><ul><li>Multi-front attack. </li></ul></ul>
  16. 16. <ul><li>Market targeting. </li></ul><ul><li>Competitive positioning advice. </li></ul><ul><li>Localization of marketing tools (brochures, website, white-papers, proposals,…). </li></ul><ul><li>Pricing advice. </li></ul><ul><li>Business Development. </li></ul><ul><li>Virtual Account Management. </li></ul><ul><li>Meeting & Workshops Enabler. </li></ul><ul><li>Local Partner Seeker. </li></ul>0.5 . Working Plan: Services Offering & Business Benefits. <ul><li>Cost rationalization and virtual presence. </li></ul><ul><li>Better chances to win deals. </li></ul><ul><li>Inside knowledge for a quick opportunity assessment. </li></ul><ul><li>Access to the right people inside the targeted organization. </li></ul><ul><li>Eyes and ears on the market evolution, maximizing present and future opportunities. </li></ul><ul><li>Low risk. </li></ul>Services Offering Business Benefits
  17. 17. <ul><ul><li>Google pay-per-click advertising, localized for Spain (and –in case- Italy, Portugal and Greece) with a monthly budget to be discussed. </li></ul></ul><ul><ul><li>Landing page at Company website, in Spanish (and –in case- Italian, Portuguese and Greek). </li></ul></ul><ul><ul><li>Online direct marketing campaigns, in local language, for every event or news release. </li></ul></ul><ul><ul><li>Commission on sales (to be defined). </li></ul></ul><ul><ul><li>Costs associated to customer visits outside Madrid to be invoiced monthly. </li></ul></ul><ul><ul><li>Advisor will bear the Business Card of the Company. </li></ul></ul><ul><ul><li>Advisor will have a POP3 or OWA email account from the Company. </li></ul></ul><ul><ul><li>Monthly report on activities, leads, opportunities and qualifications. </li></ul></ul><ul><ul><li>Initial 12 months contract. </li></ul></ul>0.5 . Working Plan: Promotional & Base requirements
  18. 18. 0.5 . Working Plan: Expected opportunities behaviour. time Leads: Opportunities: “ can-win” Opportunities: “ WON” opportunities 2-4 months 5-7 months 8-12 months Sales Funnel Based on our sales experience within this market, we can establish this timing schema:
  19. 19. 0.5 . Working Plan: cooperation alternatives. <ul><li>tx-soluciones will Develop the Company Business in the designed markets. </li></ul><ul><ul><li>For this activity a retainer fee of (+V.A.T.) will be invoiced monthly. </li></ul></ul><ul><li>Commission will be paid on all contracts secured with Spanish and Portuguese Customers. </li></ul><ul><ul><li>Commission will be paid at a rate of X% (to be defined!). </li></ul></ul><ul><li>The initial contract will be for 12 months from signature date. </li></ul><ul><ul><li>Considering annual renewal without explicit (3 months in advanced) written notice by any of the parties. </li></ul></ul>All additional expenses (travel, transportation,…) that could be required to do the project are not covered by this fee. That will be invoiced to the Company once approved.
  20. 20. <ul><li>Experienced advisor profile. </li></ul><ul><li>Fast Identification of critical issues. </li></ul><ul><li>Business Oriented. </li></ul>Fast deployments <ul><li>Multifunctional. </li></ul><ul><li>Multidisciplinary. </li></ul><ul><li>Good relationships with Telecom players (Operators, TVs, ISPs,....). </li></ul><ul><li>Good relationships with System Integrators. </li></ul><ul><li>Experience. </li></ul>Media and Telecom. Market Knowledge <ul><li>Based on Experience. </li></ul><ul><li>Designed to cover the whole life cycle: From concept to market launch. </li></ul>Complete and Proven Methodologies ¨Hands ON Team¨ HOT 0.6 HOT Approach. Exploración a Análisis b Negociación c Puesta en Marcha d
  21. 21. 0.7 Experience. Main Roles Tech. Business Management <ul><li>Tech. Support. </li></ul><ul><li>Product Management. </li></ul><ul><li>Solutions Design. </li></ul><ul><li>Project Management. </li></ul><ul><li>People Management. </li></ul><ul><li>Account Management. </li></ul><ul><li>Marketing Director. </li></ul><ul><li>IS/IT Director. </li></ul><ul><li>Sales Director. </li></ul><ul><li>Channel Development. </li></ul><ul><li>Business Consultant. </li></ul><ul><li>Strategic Consultant. </li></ul><ul><li>Technological Consultant. </li></ul><ul><li>New Business Launch. </li></ul><ul><li>New line of Business Development. </li></ul><ul><li>New Business Conceptualisation and creation. </li></ul>Main Customers Telecoms. Industry & Commerce Banking & Finances Others etc...                            
  22. 22. [email_address] Phone: +34 91 6595884 Mobile: +34 60 9209048 Fax: +34 91 6595816 Presented By: Carlos Etxeberria Gamazo