The document discusses the mobile service needs of multi-national corporations in Europe. It notes that currently: 1) Multi-nationals have no control over service offerings, management information, common pan-European services, or integration with business processes. 2) A survey found a gap between what multi-nationals want in mobile services and what is currently offered by market leaders and indirect access providers. 3) To better meet multi-national needs, regaining control over the mobile supply chain and understanding user needs are important first steps.

1. Delivering the mobile services multi-
nationals really want
Yankee Group Conference:
‘Empowering the Enterprise 2004’:
5th – 6th May 2004
http://www.yankeegroup.com/public/events/conferences/ete2004/agenda.jsp

2. The Problem
The European mobile needs of Multi-
nationals corporations are not being met
• NO control over service offering
• NO management information
• NO common pan-European services
• NO integration with existing business processes
• NO focus on Total Cost of Ownership

3. Primary Research – Key attributes of good service
High Medium Low
Relevance to Multi-Nationals
5
Strength of Offering
4
Expectation Gap
3
2
1
Market Leader
Key Attributes of Service
Indirect Access Providers
Source: © 2002 – 2004 CTSL – Interviews with 35 Corporate Telecom Decision Makers

4. Organisations & Mobile Services
• Markets are becoming more integrated across Europe, with
companies evolving to meet the challenge
• Essential to this change is mobility, but level of control &
associated management information varies widely
• Most telecom managers don’t know:
– How much they are spending on mobile services & where
– How many mobiles they have
– Whether existing policies are enforced, and
– What’s going on across the fleet at this moment

5. Regain Control
• 1st step is to regain control over the supply chain…
Individual Control Line of Business Group / Centralised
COST CONTROL SERVICE CONSISTENCY SINGLE SLA
POLICY MANAGEMENT TOTAL COST OF OWNERSHIP

6. Understanding the “User” Needs
• 2nd step is to understand the needs of the service “users”
Business User – Simple to Use
• Same number / same phone
• Seamless voice / data services • 100% of spend =
• Easy access to voicemail / DQ etc.
• 24 x 7 native-language support Don’t care
Telecom Manager – I’m in Control
• Managed service provisioning
• Moves & Changes processes • 95% of spend =
• Back-office integration
• Dedicated account mgmt & customer care Voice communications
Purchasing – Business made Easy
• Single Enterprise contract
• Unified view of spend • c. 55% / 45% =
• Tailored payment plans
• Cost management & reporting
Direct vs Indirect Costs

7. The Industry Challenge
Control over key services
One European operation
Responsiveness Common Sales P&L ownership
to Customer
Enhanced
Service Service
Providers
+ Focused sale Provision
- Limited opportunity to Managed
differentiate services Services
+ IT sale + Mobility
- Not adding long- Mobile
Operators
term value
+ Full service control
- National operations
- Sales P&L ownership
Control of Services

8. Joined-up Thinking is required
Processes: designed around
needs of specific market segment
People: Customer Care &
Account Management
operating in unison Focus
Systems: unified to ensure
consistent European offering
Fundamentally Different Focus:
A Service & Relationship Sale not
Network or Technology sale