Grow connectivity
and beyond
Michael Martinsson
Head of Marketing, Fixed Broadband & Convergence
Ericsson AB
Where would we be

without open innovation on top of networks

Broadband World Forum 2013 | © Ericsson AB 2013 | 2013-11-0...
Customer experience

never stronger than the weakest link

Broadband World Forum 2013 | © Ericsson AB 2013 | 2013-11-04 | ...
Telecom trails behind

in brand loyalty / Net Promoter Score (NPS)

“How likely you are to recommend your operator to a fr...
INDUSTRY performance

Mobile operators lag behind OS, Handset manufacturer and content providers

Source : ConsumerLab Ana...
Network performance

the principal driver of operator Loyalty
Shapley regression analysis, showing the relative impact bet...
Network as value creator?

Broadband World Forum 2013 | © Ericsson AB 2013 | 2013-11-04 | Page 7
Standing still is not an option

Broadband World Forum 2013 | © Ericsson AB 2013 | 2013-11-04 | Page 8
Frontrunners rethink….
10,2 % REVENUE GROWTH
(CAGR 2008-2012)

13,5 % EBITDA GROWTH
(CAGR 2009-2012)

TEXT

Broadband Worl...
Unboxing of the subscription

Broadband World Forum 2013 | © Ericsson AB 2013 | 2013-11-04 | Page 10
Strategic direction

GROW CONNECTIVITY AND BEYOND – EXPLORE THE VALUE OF
SUPERIOR PERFORMANCE

Broadband World Forum 2013 ...
Broadband World Forum 2013 | © Ericsson AB 2013 | 2013-11-04 | Page 12
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Grow Connectivity and Beyond – Explore the value of performance

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Grow Connectivity and Beyond – Explore the value of performance

  1. 1. Grow connectivity and beyond Michael Martinsson Head of Marketing, Fixed Broadband & Convergence Ericsson AB
  2. 2. Where would we be without open innovation on top of networks Broadband World Forum 2013 | © Ericsson AB 2013 | 2013-11-04 | Page 2
  3. 3. Customer experience never stronger than the weakest link Broadband World Forum 2013 | © Ericsson AB 2013 | 2013-11-04 | Page 3
  4. 4. Telecom trails behind in brand loyalty / Net Promoter Score (NPS) “How likely you are to recommend your operator to a friend, family or colleague” Scale: 0-10 Net Promoter Score (NPS) = % of Promoters (9-10) - % of Detractors (0-6) Source: Satmetrix NPS Benchmarks for US Industry groups 2012 Broadband World Forum 2013 | © Ericsson AB 2013 | 2013-11-04 | Page 4
  5. 5. INDUSTRY performance Mobile operators lag behind OS, Handset manufacturer and content providers Source : ConsumerLab Analytical Platform 2012. Base: Mobile Phone users in US Broadband World Forum 2013 | © Ericsson AB 2013 | 2013-11-04 | Page 5
  6. 6. Network performance the principal driver of operator Loyalty Shapley regression analysis, showing the relative impact between each driver and loyalty to operator brand (NPS) Network performance Value for money Ongoing communication Tariff plans offered Customer support Account management Network Offer Billing and payment Marketing Handset/ Devices offered Initial purchase Loyalty rewards Source: Ericsson ConsumerLab Network Performance Study 2013 Base: 12169 Smartphone users in BR, CHN, INDO, SK, JP, US, UK, SE, RU, TUR, CHL, MX Broadband World Forum 2013 | © Ericsson AB 2013 | 2013-11-04 | Page 6 Customer service
  7. 7. Network as value creator? Broadband World Forum 2013 | © Ericsson AB 2013 | 2013-11-04 | Page 7
  8. 8. Standing still is not an option Broadband World Forum 2013 | © Ericsson AB 2013 | 2013-11-04 | Page 8
  9. 9. Frontrunners rethink…. 10,2 % REVENUE GROWTH (CAGR 2008-2012) 13,5 % EBITDA GROWTH (CAGR 2009-2012) TEXT Broadband World Forum 2013 | © Ericsson AB 2013 | 2013-11-04 | Page 9 Shift of mindset TEXT 6 Growth Codes
  10. 10. Unboxing of the subscription Broadband World Forum 2013 | © Ericsson AB 2013 | 2013-11-04 | Page 10
  11. 11. Strategic direction GROW CONNECTIVITY AND BEYOND – EXPLORE THE VALUE OF SUPERIOR PERFORMANCE Broadband World Forum 2013 | © Ericsson AB 2013 | 2013-11-04 | Page 11
  12. 12. Broadband World Forum 2013 | © Ericsson AB 2013 | 2013-11-04 | Page 12

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