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Strategic
Management of
Value & Pricing
for Mobile
Web 2.0
Paradigm
14 Mobile Megatrends
             1.    From mega-portals to me-portals.
             2.    Content is aging; Content communication is king.
             3.     The internet is reaching into the phone.
             4.    The war of the application environments.
             5.    Value in mobile software is bubbling up.
             6.    OEMs go for services and vertical propositions.
             7.     Brand as the new form of equity in handsets.
             8.    Network operator strategies are shifting.
             9.     Browsing is out; engaging experiences are in.
             10.    Browser proxies bring the internet to the masses.
             11.   Open source is disrupting the status quo.
             12.   Nokia is now a tier-0 OEM.
             13.   Mobile is transforming to a FMCG business.
             14.    Channel ARPU: a new source of revenue.



Source: Andreas Constantinou, Ph.D. Research Director, VisionMobile
w e stern european* mobile                                      content sales (in    M€)
Western European mobile content sale (in M€)
                                                                           7, 86 8
                                                              C A GR

   v i d e o / TV    / i n t e ra c t ion

   m u s ic , r in g t o n e s & r i n g ba c k t o n e s
                                                                            2,629
   o t he r n o n m u s i c p e r s o na li z a t i o n

   ga m es

   o t he r in f o r m a t io n & e n t e r t a i n m e n t

                                                               + 38%

                                                                            2,289

                                 3, 07 1
                                                               + 17%
                                    516
                                                                             698

                                  1,054
                                                                + 1%        1,054

                                    677                        + 21%
                                    415                                     1,197
                                    409                        + 24%


                                   2006                                    2 0 11

  source    : Jupiter    Research       (11/2006)
So What ?


  •New Customers
  •New Business Models
  •….
Mobile 3.0?

The whole world in my hands




                   = My Device is Me
WHAT DO WE DO WITH OUR MOBILE PHONES?




COMMUNICATION         PERSONAL           NEWS BITES            PASSING TIME
         SMS         PRODUCTIVITY               News            Play video games
        eMail         Check Weather     Product Info/reviews   Download ringtones
 Picture Messaging                         Tech news           Download
                      Search the Web
   Send/Receive                            Health/Sport        wallpapers
                      Maps/Directions
   Videos Social                         Sports Information    Download videos
                        Movie info
    Networking                           Entertainment News    Download music
                       Stock Quotes
      Blogging                               Horoscope
                      Financial news
                         Business
                        directories
                      Restaurant info
                      Trading Stocks
                       Transactions
Networked
Customers
2 Way Value / Pricing Model

Service Providers




                    Brokers / Intermediaries
                     Telco Broking services
    Retailers
                                                   VA Services
                                                     B2B VAS
                                                                        Millions of
                         Channel Partners
  Government                                         Telco              Customers
                                               $                   $
                                                   Platform
  Advertisers                                                          Thousands of
                                                   Distribution
                                                    Distribution
                                                                        Segments
Content Owners

  Telco Retail
New Business Models emerging



            Ad subsidized   Free
            Mobile          Voice
            Service         Telephony


         Wi-fi Community    Ad subsidized
         with Innovative    Internet
         Revenue Model      Access
So What ?

   •New Customers

   •New Business Models

   •….
   •New activities
   •New challenges
   •…
Location based services
Advertiser…
Customer centric
           MY PERSONAL DATA                Contextual                                MY RELATIONSHIPS

         Core customer data                                                         Knowledge of
              Name, Address,                                                         personal and
            Gender, National ID,                                                 business interactions
            Profile & Preferences                                                        My bank, school,
                                                                                         workplace, friends




    MY DEVICES                                                                              MY INTERACTIONS

  User ID linked to                                                                    Naming and tracking
 physical device or                                                                   non-human resources
token; configuration                                                                        .mobi domains, web
 SIM, USIM, SoftSIM, serial                                                                   browsing history,
 number, profile & settings                                                                    QR codes read



                       MY IDENTIFIERS                                                MY STUFF

                                                         MY CONTEXT             Digital Lifestyle
                Identity and persona
                  creation for user                 User real-time activity    Aggregators & PIM
                      Number, address or ID                                    Pictures, Videos, Bookmarks,
                   provisioning; porting; avatars     and environment            History, Files ; Calendar,
                                                          Location, Motion,    Address Book, To Do, Notes
                                                        Temperature, On/Off,
                                                          Roaming, In-call
So What ?

   •New Customers

   •New Business Models

   •….
   •New activities
   •New challenges
   •…
   •A new Vision
   •…
The Vision
   A seamless,
   far-reaching,
   ever-present,
  high-capacity,
       Personal
       personal
    Broadband
    broadband
communications
        platform
So What ?

   •New Customers

   •New Business Models

   •….
   •New activities
   •New challenges
   •…
   •A new Vision
   •…


                          …. But….
Houston, we have a problem

•ARPU is stagnant
•Data represents less
 than 15% of revenues
•Threats on Voice traffic
•New Competitors
 flocking in
•Consumers perceive
 Telco offers as
 undifferentiated
What are you selling ?




                   …. To Whom ? ….
Value Proposition
                                          What are your
                                       product ratings vs
                                           competition?

                     Product Quality
    Service /                           Convenience /
    Experience                            Availability

                       Perceived
                         Value


                      Brand/Image
What drives
Consumers’ Value
Perception?
User             Content
                    Experience
            Handsets
Network /
 Coverage                     Price/
                            Promotion
Buying criteria for mobile customers in %
         (Germany)
25%                     customer
                                    customer      customer
            customer
                                       24%                   customer
20%
            19%
                                                                   17%
15%
                                                                         13%
10%
                                                  10% 10%
                                   9%

5%
                  5%


0%
      Qos/Coverage                 Pricing       Handsets         Community
                        First tier MNOs        Second tier MNOs

Source: Arthur D. Little Analysis 2006
Feel you’re not getting
enough return on your
marketing investment?…
Value &           Raising price            …increases
                  by 1%…                   profit 12%
Pricing are the
                   101                       9
largest Profit                               8

levers…                                   Operating
                                      26
                                          profit
                                     • COGS
                   100



                           66




                  Sales   Fixed
                             costs
Visibility
       Experience
         Quality
         Brand

                          Value /
                            Price
                SPMG
           can help you
Find the right Balance
Value & Pricing strategy
Research                                Actions                Results
Attitudes / Value Drivers          Pricing & Value levers    Sales growth
                                                             Segment share


            Convenience
            Experience
              Quality
              Brand


                                     Value Proposition
  Consumption funnel
                                     Marketing Spend
                                                             Profitability / ROI
                                     Price
                          %          Product quality
            %       %
   %                      repeat     Promotion
            trial   use
awareness
How do you Stand out ?
SPMG can help you


  •Understanding Customers’ Value Drivers
  •segment & fence Market
  •Develop Targeted Value Propositions
  •Define Effective Business Models
  •Select the right Price level
  •Evaluate Potential & Target price for new products
  •Optimize Clients’ Lifetime Value
Experience / Brand Advocacy
Bottom Line Impact

       CompX acquired an
       average of 20 000
       new clients per month

                          Pricing research showed that a
                          different client focus and lower
9.95                      upfront fees should greatly enhance
                          new client acquisitions


                                                Indeed, that difference
9.30                                            translated into a trebling of
                                                new client acquisitions & over
                                                €300Mio in extra profit

       20 000    60 000
Introduction to
Strategic Pricing Management Group
1-Introduction

•   Strategic Pricing Management Group (SPMG) is a Leading pricing strategy
    Consultancy. We help large organizations achieve their profit goals by analyzing their
    price challenges, and by helping them to develop and implement a price strategy that
    captures the most value from their products and services

    Currently, Strategic Pricing Management Group is present in 10 countries and is
    doing projects in the five continents.




                                                                      Projects developed in the last year

                                                                      SPMG Group Offices.
International Offices

    North America
    Canada – H.Q                       United States
    Michael Hurwich, CEO & President   Alain Meloche , Vice-President
    Zoltan Lorantffy, Director         ameloche@youneedpricing.com
    Info@youneedpricing.com


    Europe
    Europe                             Western Europe - France
    Loic Le Corre, Managing Partner    Eric Jacolin, Partner
    llecorre@youneedpricing.com        ejacolin@youneedpricing.com


    Western Europe - Germany           Central and Eastern Europe - Hungary
    Heinz Otto Luehr , Partner         Eniko Pongracz, Partner
    holuehr@youneedpricing.com         epongracz@youneedpricing.com
    Asia
    China -Hong Kong                   Indonesia - Tangerang
    Edward Chan P, Eng, Partner        Erwin Husin, Partner
    echan@youneedpricing.com           ehusin@youneedpricing.com
    Latin-America
    Brazil - Rio de Janeiro            Mexico – Mexico City
    Alex Carneiro, Partner             Miguel Legorreta, MBA , Partner
    acarneiro@youneedpricing.com       mlegorreta@youneedpricing.com
Strategic Pricing Management Group –
Range of services
                                      •   Client/Consumer Value Drivers research




                           Research
                                      •   Price change impact research
                                      •   Transactional analysis/ Modeling
                                      •   Client Value & Satisfaction studies
                                      •   Product potential & ‘Willingness to pay’
                                      •   Client/Consumer segmentations



              Strategy
                                      •   …..
              Pricing




                           Advisory
                                      •   Value Based Pricing
                                      •   Pricing Strategies & Tactics
                                      •   Competitive Pricing / Price Wars
                                      •   Implementing Price Increases
  Solutions




                                      •   Channel Pricing
   Pricing




                                      •   New Product Launch
                                      •   ….


                                      •   Sales Force Training / Motivation
                                      •   Support/ Training of Pricing / Marketing teams
                           Support


                                      •   Decision Support Systems
                                      •   Deployment & management of ‘Test Platforms’
                                      •   Product/Service Full Cost Analysis
              Management




                                      •   Pricing Process deployment
                                      •   Pricing & Competitive Intelligence & Benchmarking
                Pricing




                                      •   …..

                                      •   Development / Reinforcement of Pricing Capabilities
                                      •   Redeployment of Pricing Processes
                           Process




                                      •   Management & optimization of ‘client conditions ’
                                      •   Multi-Channel Pricing / Pricing Corridors
                                      •   Change Management
                                      •   Value Propositions / Design to Price
                                      •   Pricing Software implementation                       Page 37
                                      •   …..
Strategic Pricing Management Group Europe
 Specificity of approach proposed


• Senior Project Management team Important direct involvement of Key Senior staff on project

• Process & Change Management Dedicated Pricing Management Practice – full use of most effective
  Expertise                    change & project management methodologies


• Client Integration                       Shared case team with systematic knowledge transfers
                                           Consensus building

                                           Only Pricing… but all aspects of Pricing.
• Unique Pricing Expertise                    Case Experience
    •Case Experience                          De Facto standard for Professional Pricing Organizations
    •World Class pricing Framework            Unique Benchmark database, developed over 20 year of Pricing
    •Benchmarks                               consulting

• Strong Analytical capabilities           Strong Analytical capabilities
                                               Strong B2B & B2C research & benchmarking capabilities
    •Market Research
                                               Strong analytical & statistical capabilities
    •Statistics
    •Modeling                                  Recognized expertise in a priori modeling of impact of strategies
    •Decision Support Tools                    Tools used for project to be left to Air Liquide for future use after
                                               project is completed

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Value And Pricing Strategies For Mobile Operators

  • 1. Strategic Management of Value & Pricing for Mobile
  • 3. 14 Mobile Megatrends 1. From mega-portals to me-portals. 2. Content is aging; Content communication is king. 3. The internet is reaching into the phone. 4. The war of the application environments. 5. Value in mobile software is bubbling up. 6. OEMs go for services and vertical propositions. 7. Brand as the new form of equity in handsets. 8. Network operator strategies are shifting. 9. Browsing is out; engaging experiences are in. 10. Browser proxies bring the internet to the masses. 11. Open source is disrupting the status quo. 12. Nokia is now a tier-0 OEM. 13. Mobile is transforming to a FMCG business. 14. Channel ARPU: a new source of revenue. Source: Andreas Constantinou, Ph.D. Research Director, VisionMobile
  • 4.
  • 5. w e stern european* mobile content sales (in M€) Western European mobile content sale (in M€) 7, 86 8 C A GR v i d e o / TV / i n t e ra c t ion m u s ic , r in g t o n e s & r i n g ba c k t o n e s 2,629 o t he r n o n m u s i c p e r s o na li z a t i o n ga m es o t he r in f o r m a t io n & e n t e r t a i n m e n t + 38% 2,289 3, 07 1 + 17% 516 698 1,054 + 1% 1,054 677 + 21% 415 1,197 409 + 24% 2006 2 0 11 source : Jupiter Research (11/2006)
  • 6. So What ? •New Customers •New Business Models •….
  • 7. Mobile 3.0? The whole world in my hands = My Device is Me
  • 8. WHAT DO WE DO WITH OUR MOBILE PHONES? COMMUNICATION PERSONAL NEWS BITES PASSING TIME SMS PRODUCTIVITY News Play video games eMail Check Weather Product Info/reviews Download ringtones Picture Messaging Tech news Download Search the Web Send/Receive Health/Sport wallpapers Maps/Directions Videos Social Sports Information Download videos Movie info Networking Entertainment News Download music Stock Quotes Blogging Horoscope Financial news Business directories Restaurant info Trading Stocks Transactions
  • 10. 2 Way Value / Pricing Model Service Providers Brokers / Intermediaries Telco Broking services Retailers VA Services B2B VAS Millions of Channel Partners Government Telco Customers $ $ Platform Advertisers Thousands of Distribution Distribution Segments Content Owners Telco Retail
  • 11. New Business Models emerging Ad subsidized Free Mobile Voice Service Telephony Wi-fi Community Ad subsidized with Innovative Internet Revenue Model Access
  • 12. So What ? •New Customers •New Business Models •…. •New activities •New challenges •…
  • 13.
  • 16. Customer centric MY PERSONAL DATA Contextual MY RELATIONSHIPS Core customer data Knowledge of Name, Address, personal and Gender, National ID, business interactions Profile & Preferences My bank, school, workplace, friends MY DEVICES MY INTERACTIONS User ID linked to Naming and tracking physical device or non-human resources token; configuration .mobi domains, web SIM, USIM, SoftSIM, serial browsing history, number, profile & settings QR codes read MY IDENTIFIERS MY STUFF MY CONTEXT Digital Lifestyle Identity and persona creation for user User real-time activity Aggregators & PIM Number, address or ID Pictures, Videos, Bookmarks, provisioning; porting; avatars and environment History, Files ; Calendar, Location, Motion, Address Book, To Do, Notes Temperature, On/Off, Roaming, In-call
  • 17. So What ? •New Customers •New Business Models •…. •New activities •New challenges •… •A new Vision •…
  • 18. The Vision A seamless, far-reaching, ever-present, high-capacity, Personal personal Broadband broadband communications platform
  • 19. So What ? •New Customers •New Business Models •…. •New activities •New challenges •… •A new Vision •… …. But….
  • 20. Houston, we have a problem •ARPU is stagnant •Data represents less than 15% of revenues •Threats on Voice traffic •New Competitors flocking in •Consumers perceive Telco offers as undifferentiated
  • 21. What are you selling ? …. To Whom ? ….
  • 22.
  • 23. Value Proposition What are your product ratings vs competition? Product Quality Service / Convenience / Experience Availability Perceived Value Brand/Image What drives Consumers’ Value Perception?
  • 24. User Content Experience Handsets Network / Coverage Price/ Promotion
  • 25. Buying criteria for mobile customers in % (Germany) 25% customer customer customer customer 24% customer 20% 19% 17% 15% 13% 10% 10% 10% 9% 5% 5% 0% Qos/Coverage Pricing Handsets Community First tier MNOs Second tier MNOs Source: Arthur D. Little Analysis 2006
  • 26. Feel you’re not getting enough return on your marketing investment?…
  • 27. Value & Raising price …increases by 1%… profit 12% Pricing are the 101 9 largest Profit 8 levers… Operating 26 profit • COGS 100 66 Sales Fixed costs
  • 28. Visibility Experience Quality Brand Value / Price SPMG can help you Find the right Balance
  • 29. Value & Pricing strategy Research Actions Results Attitudes / Value Drivers Pricing & Value levers  Sales growth  Segment share Convenience Experience Quality Brand  Value Proposition Consumption funnel  Marketing Spend  Profitability / ROI  Price %  Product quality % % % repeat  Promotion trial use awareness
  • 30. How do you Stand out ?
  • 31. SPMG can help you •Understanding Customers’ Value Drivers •segment & fence Market •Develop Targeted Value Propositions •Define Effective Business Models •Select the right Price level •Evaluate Potential & Target price for new products •Optimize Clients’ Lifetime Value
  • 32. Experience / Brand Advocacy
  • 33. Bottom Line Impact CompX acquired an average of 20 000 new clients per month Pricing research showed that a different client focus and lower 9.95 upfront fees should greatly enhance new client acquisitions Indeed, that difference 9.30 translated into a trebling of new client acquisitions & over €300Mio in extra profit 20 000 60 000
  • 35. 1-Introduction • Strategic Pricing Management Group (SPMG) is a Leading pricing strategy Consultancy. We help large organizations achieve their profit goals by analyzing their price challenges, and by helping them to develop and implement a price strategy that captures the most value from their products and services Currently, Strategic Pricing Management Group is present in 10 countries and is doing projects in the five continents. Projects developed in the last year SPMG Group Offices.
  • 36. International Offices North America Canada – H.Q United States Michael Hurwich, CEO & President Alain Meloche , Vice-President Zoltan Lorantffy, Director ameloche@youneedpricing.com Info@youneedpricing.com Europe Europe Western Europe - France Loic Le Corre, Managing Partner Eric Jacolin, Partner llecorre@youneedpricing.com ejacolin@youneedpricing.com Western Europe - Germany Central and Eastern Europe - Hungary Heinz Otto Luehr , Partner Eniko Pongracz, Partner holuehr@youneedpricing.com epongracz@youneedpricing.com Asia China -Hong Kong Indonesia - Tangerang Edward Chan P, Eng, Partner Erwin Husin, Partner echan@youneedpricing.com ehusin@youneedpricing.com Latin-America Brazil - Rio de Janeiro Mexico – Mexico City Alex Carneiro, Partner Miguel Legorreta, MBA , Partner acarneiro@youneedpricing.com mlegorreta@youneedpricing.com
  • 37. Strategic Pricing Management Group – Range of services • Client/Consumer Value Drivers research Research • Price change impact research • Transactional analysis/ Modeling • Client Value & Satisfaction studies • Product potential & ‘Willingness to pay’ • Client/Consumer segmentations Strategy • ….. Pricing Advisory • Value Based Pricing • Pricing Strategies & Tactics • Competitive Pricing / Price Wars • Implementing Price Increases Solutions • Channel Pricing Pricing • New Product Launch • …. • Sales Force Training / Motivation • Support/ Training of Pricing / Marketing teams Support • Decision Support Systems • Deployment & management of ‘Test Platforms’ • Product/Service Full Cost Analysis Management • Pricing Process deployment • Pricing & Competitive Intelligence & Benchmarking Pricing • ….. • Development / Reinforcement of Pricing Capabilities • Redeployment of Pricing Processes Process • Management & optimization of ‘client conditions ’ • Multi-Channel Pricing / Pricing Corridors • Change Management • Value Propositions / Design to Price • Pricing Software implementation Page 37 • …..
  • 38. Strategic Pricing Management Group Europe Specificity of approach proposed • Senior Project Management team Important direct involvement of Key Senior staff on project • Process & Change Management Dedicated Pricing Management Practice – full use of most effective Expertise change & project management methodologies • Client Integration Shared case team with systematic knowledge transfers Consensus building Only Pricing… but all aspects of Pricing. • Unique Pricing Expertise Case Experience •Case Experience De Facto standard for Professional Pricing Organizations •World Class pricing Framework Unique Benchmark database, developed over 20 year of Pricing •Benchmarks consulting • Strong Analytical capabilities Strong Analytical capabilities Strong B2B & B2C research & benchmarking capabilities •Market Research Strong analytical & statistical capabilities •Statistics •Modeling Recognized expertise in a priori modeling of impact of strategies •Decision Support Tools Tools used for project to be left to Air Liquide for future use after project is completed