Nowadays, more than ever telco companies are facing the challenge to correctly respond to the markets needs. We thinks these are the steps to take.

1. Ecommerce / E-care
solutions for telco
BY GABOR DEHELAN

2. Summary
 Digital’s role in acquisition strategy: · How to use digital platforms (website,
app, social media etc.) to acquire new customers?
 Payment steering: describe how to steer the payment of bills between channels
(postal, in store, bank transfer, etc.) to an ideal mix, and what specific initiatives
you would implement to achieve the desired channel mix
 FMC (Fixed and mobile conversion) push: What role could digital play in
supporting Telekom’s FMC target aspirations? How to target mobile only or fixed
line only users to upgrade for integrated services?

3. Digital’s role in acquisition strategy
 Conversion boost, personalized sales, lead generation
 Omni-channel & Mobile isn’t an option; it’s a necessity.
 Internal attribution model assigns proper credit and resources to the marketing
channels on the basis of performance. Establishing a multitouch approach to
attribution ensures that no channel is taking credit for too much of a sale and
that proper weight is assigned to each touchpoint on the basis of how it
impacted a final sale.
 Personalization pays dividends.

4. Consumers’ desires for
video, personalization,
mobile, and real-time
engagement are nothing
new, nor is the importance
of attribution modeling.
However, while these
approaches may be
standard, the directions
they’re taking are anything
but.
Source:

5. Payment steering
 Decision should be taken
upon two corner stone:
Customer satisfaction &
optimal cost for the
company.
Unless telecom provider
decide to turn into a
financial provider too, the
market has several good
UX quality/price solution.
Based on big data analyses
of existing and future
desired customer group
necessary mix can be easily
configured.

6. FMC (Fixed and mobile conversion) push
 What role could digital play in supporting Telekom’s FMC target aspirations?
 How to target mobile only or fixed line only users to upgrade for integrated
services?

7. FMCStrategicdashboard
Source: Oliver Hyman

8. FMCStrategicdashboard
Source: Oliver Hyman

9. To succeed, it is essential for operators to secure their
mobile-only customer bases and ensure sufficient overlap of their
mobile and fixed broadband capabilities.
• Assess the situation. What incentives do the industry players have to trigger
convergence in the market?
•Assess your own position in the context of convergence. What are the opportunities?
What is at risk?
• Decide whether to attack or defend.
• Decide on your specific course of action. Will your convergence be based on:
− bundling and pricing;
− cost;
− product innovation; or
− customer experience?
• Decide the level of aggressiveness of the convergent approach.
• Design a plan to manage internal migrations within the customer base.
• Plan your operations.
Source: Oliver Hyman