How did KPN experience its digital transformation in cooperation with Comarch? How can other Telecom operators learn from KPN's best practices? Strenghten - Simplify - Grow are three key words describing KPN's transition.

1. Transforming KPN Business market
Digitization & Agility
Geert-Jan den Besten, Freddie Ruijs
June 3rd, 2016
Workshop KPN - Comarch
From silos to a single digital experience is a bumpy road.
Who takes the steering wheel?
Comarch Telecom Brunch | KPN S&I B2B1

2. KPN
Workshop KPN - Comarch2
KPN is a Dutch supplier of ICT services under several brands
(USA)
Comarch Telecom Brunch | KPN S&I B2B

3. KPN
Workshop KPN - Comarch3
The Board of Management of KPN
Chairman of the Board
of Management & CEO
Jan Kees de Jager
Member of the Board of
Management
& Chief Financial Officer
Frank van der Post
Member of the Board of
Management
& Chief Commercial Officer
Member of the Board of
Management
& Chief Operations Officer
Eelco Blok
Joost Farwerck
Comarch Telecom Brunch | KPN S&I B2B

4. KPN
Workshop KPN - Comarch4
Our strategy: focus on three pillars
Strengthen
Simplify
Grow
KPN NL market shares
Cost reductions
Financial framework
Reputation and Quality
Data services
Business portfolio & innovation
Customer offerings and customer processes
More decisive organization
1
3
2
Comarch Telecom Brunch | KPN S&I B2B

5. KPN
Workshop KPN - Comarch5
The facts
The story of KPN
Key figures 2014
8,083
bln
Revenues and other income
Free
cash flow
Net result
EBITDA
Investments
1,412
bln
3,015
bln
239
mln
-169
mln
Number of staff
KPN Group as at 31 December 2014
18,470
FTEs
Comarch Telecom Brunch | KPN S&I B2B

6. Transformation roadmap S&I for Business
From ‘oud’ to Cloud
Workshop KPN - Comarch6 Comarch Telecom Brunch | KPN S&I B2B

7. 19xx-2007
Comarch Telecom Brunch | KPN S&I B2BWorkshop KPN - Comarch7
The Silo-operating models have served well for many years
ADSL
VPN
PBX
LAN
IT
…+30…
PSTN/ISDN
Very product centric customer experience
OSS
BSS
Plat-
form
CRM

8. Very diverse customer experienceCRM
2007-2014
Comarch Telecom Brunch | KPN S&I B2BWorkshop KPN - Comarch8
360° Customer View, Uniform Customer Interaction Management
ADSL
VPN
PBX
LAN
IT
…+30…
PSTN/ISDN
OSS
BSS
Plat-
form
CRM

9. 2014 - 2020
Comarch Telecom Brunch | KPN S&I B2BWorkshop KPN - Comarch9
Next step
CRM
ADSL
VPN
PBX
LAN
IT
…+30…
PSTN/ISDN
OSS
BSS
Plat-
form
CRM
Call Center Engineer
KPN
Shop Sales Web App

10. 2014 - 2020
Comarch Telecom Brunch | KPN S&I B2BWorkshop KPN - Comarch10
Next step to create simplified eco-systems
Platform
Account Teams for LE/C
Eco System
Partners for SME
Eco System
PlatformPlatformPlatform
Network
Platform Platform
SalesWebApp Partner TeamWebApp
MigrateTransform
Simple and Attractive services
A better alternative
Single Customer Journey
PlatformPlatform

11. Our Roadmap for the LE/C market
Comarch Telecom Brunch | KPN S&I B2BWorkshop KPN - Comarch11
2009 – 2012 – 2015 - 2017
Platform
Account Teams for LE/C
Eco System
PlatformPlatformPlatformPlatform
Sales TeamWebApp
Simple and Attractive services
A better alternative
Single Customer Journey
PlatformPlatform
…
Eco
System
CRM
Mobile
VoIP
…
VaMo
Eco
System
CRM
Mobile
VoIP
…
KPN ÉÉN
Eco System
CRM
Mobile
VoIPLAN
VPN
Mobile
(sympac)
Fixed-Mobile
Integration
KPN ÉÉN

12. At the 2016 TM Forum Live in Nice KPN was granted
the TM Forum Digital World Award
Comarch Telecom Brunch | KPN S&I B2BWorkshop KPN - Comarch12
Bouke Hoving EVP KPN S&I

13. Handing over the steering wheel
Workshop KPN - Comarch13 Comarch Telecom Brunch | KPN S&I B2B

14. Time-to-market
Be able to change course faster by all working at the same thing at the same time
Customer satisfaction
Embrace that our business will only realize what they want and need, after they get what they
asked for
Scrum: Work in smaller increments
Comarch Telecom Brunch | KPN S&I B2BWorkshop KPN - Comarch14

15. Handing over the steering wheel
Comarch Telecom Brunch | KPN S&I B2BWorkshop KPN - Comarch15
Value based steering
Business
Sales Prod
Dep. BDep. A Dep. C
IT
Mobile B2B
Dep. BDep. A Dep. C
Comach
… ..
…… …
Product Owner
…
…
…
Hierarchical steering Agile teams & Value steering

16. Multi-skilled Multi-company Scrum teams
CS
C
CM BS
Design/
Dev/Test
Design
Test
CSC CM BS
Program
Design/
Dev/Test
VOOR INTERN GEBRUIK
Design
Program
Test
CS
C
CM BS
Now
Comarch Telecom Brunch | KPN S&I B2B

17. Agile teams celebrate their successes
Comarch Telecom Brunch | KPN S&I B2BWorkshop KPN - Comarch17

18. Our biggest challenges looking forward
Workshop KPN - Comarch18 Comarch Telecom Brunch | KPN S&I B2B

19. Challenges
Comarch Telecom Brunch | KPN S&I B2BWorkshop KPN - Comarch19
… while migrating our customers and transforming our Eco Systems
Become a full
ICT player
Introduce
new services
more quickly
Integrate
everything
AWS Azure
GoogleSoftlayer
Virtualize

20. Thank you very much
Simplification & Innovation
Director B2B Products Corp/LE
geert-jan.denbesten@kpn.com
Geert-Jan den Besten
Simplification & Innovation
Vision Lead B2B
freddie.ruijs@kpn.com
Freddie Ruijs