The document outlines KPN's strategy for digitization and agility, focusing on transitioning from siloed operations to a unified digital customer experience. It highlights KPN's organizational restructuring and the importance of agile teams for improved customer satisfaction and quicker service delivery. The roadmap emphasizes collaboration, ecosystem partnerships, and embracing innovation to enhance their market presence.

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